More than 4 years ago we set out to build an independent media and communications business driven by the vision of aligning the communications DNA of consumers with brands, and bringing that alignment to life through entertainment content.
Since that beginning we have produced, funded and distributed over 1200 hours of television content, delivered countless integration strategies, built and run events, websites, delivered custom publishing solutions and traded creative communication solutions to over 200 brands, which delivered to brands a new and fresh way of cutting through the clutter and achieving sales growth. We built the branded content and ad funded program sector in this market from the ground up.
Over the last 2 years we have evolved into a multiplatform media and content business, through the opportunities that have presented themselves in the Subscription TV and online media sectors. We are now the largest independent media sales business in the Australian market.
We currently represent advertising sales for 13 channels on Foxtel and Austar and have built from scratch an online network with 4.6 million monthly UB's.
So what does it take to achieve this kind of growth within that time frame? I thought I'd use this post to review that question for our own benefit as well as to inspire other independent business's who, especially in these times, might in need of inspiration.
Here's what we believe it takes to succeed:
Clarity of purpose
Nothing has ever shaken us from our belief that the alignment of "Brand-Audience-Content" is at the core of everything we do whether its bespoke content development or aligning the right brands with the right channels in our media sales business. Every day we prove that a good brief and understanding of brand DNA will result in something special between us and our customers.
Flexibility of thinking
Starting with content and moving into media sales? We always foresaw the benefits of control over strong distribution channels in broadcast and online. Without the flexibility to analyse opportunities fully as they arise, you might miss the underlying benefits or the real opportunities that present themselves every day. It's important to always be reviewing and testing your plan.
Get it done
Good strategy is only half the journey. Selling it and delivering it efficiently and on message is the other half. When you're small and independent, for the sake of cost and time management and to manage client expectations, you have to get it done!
People
Inside the organisation, people need to share the purpose. Without that, those outside the organisation won't get the message. This is the hardest thing to get right and without clarity of purpose an organisation can't get it right.
Getting through these tough times is a challenge that will be rewarded with tightly run, focused organisations with more emphasis on customer service and innovative ideas. Despite the pain, we're confident that ultimately business will be able to come through better positioned than ever.
Stay focused!
Brian