2020-03-01 AdNews

Agencysnapshot

NAM EOFAGE NCY:THE

REMARKABLESGROUP

NUM BE ROFSTAFF:FIVE

LOCATIONS:

MELBOURNEANDSYDNEY

CLIENTS:WOOLWORTHS,

BUNNINGS,WE STPAC,

BROW NE SDA IRY

COMPANYMANTRA:

TOBEREMARKABLE

ISTOBUILDTRUSTED

RELATIONSHIPS,

DELIVEREXCELLENCE,

BEPIONEERING,THRIVING

WITHINOPPORTUNITY

OFCHANGE.

witnessedtheinf luencers’audi-

ence-firstapproach,manybrands

are nowenlistingtheskillsof

inf luencersmuchearlier in the

creativeprocess.

What’syourpointof

difference?

Specialisingin“humanmedia”

andworkingwiththisrelatively

newchanneldiffersfrombooking

a moretraditional advertising

inventory.Eachindividualinf lu-

encerisessentiallya stand-alone

publisherwiththeirownnuances

and talents, unlikeany other

mediachannel.Unlockingthis

uniquenessandmaximisingthe

opportunity for brands takes

expertise.Thepointofdifference

TRGprovidesmightwelllieinthe

unique space it occupies between

TheRemarkablesGrouphascreated

influencerstrategiesforclientsincluding

BunningsandWoolworths.NatalieGiddings

(below left) is the agency’s managing director.

arechoosingtowatchandengagewith“humanmediachannels”.My
visionistoalsoempowera risingforceoftalentedcreatorswhocan
build businessesthroughstrategicpartnerships,andwhocan work
withbrandstoreachandengagemillionsofAustralians.

Whatservicesdoyouofferandhowhasthischangedsince
youlaunched?
Sincethemajorbusinessmodelchange,theteamdevelopeda strategy-
firstapproachtoplanningtheprogram.Onceyouhavea clearfocusof
whatyouwanttoachieve,decisionssuchaswhatstyleofcontentor
whichtalentyoushouldfocusonwillbeeasier,andyouwillbeableto
bettermeasureyoursuccess.Allthatis greataboutinf luencersandtheir
appealcanalsomakemarketersemotionalratherthanlogicaland
rationalwhenplanningtheirprograms.Forus,theoutsetisallabout
creatinga methodologytoremovethisriskandensureresults.Werun
eachbriefthrougha numberofstagestoeventuallymaptheright
approachandthemostrelevantinf luencerstoworkwith.It’slikea
verticalsieve.Thisway,wecanensurecontentis co-createdtooutper-
formallsetbenchmarks.
Notsolongago,inf luencermarketingwastreatedasanafterthought
ofanoverallprogram.Thislendsitselftoone-dimensional,inauthentic
product-placement style posts at best. But as more businesses have

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