CHE Proximity Launches ‘The Brightsmiths’ To Cut Through MarTech Clutter

CHE Proximity Launches ‘The Brightsmiths’ To Cut Through MarTech Clutter
SHARE
THIS



CHE Proximity has announced the opening of its marketing technology consultancy, The Brightsmiths, with the new agency set to service both CHE Proximity clients and its own direct clients in a bid to cut through the AdTech and MarTech acronym clutter.

“The availability of data, the ability to append it to a single customer view and the power of technology to apply an informed customer experience across owned assets, and owned and bought media, is, and will continue to transform our industry”, said CHE Proximity CEO, Chris Howatson.

“Australian brands are leading the world in their uptake of marketing and advertising technologies, but like marketers the world over, brands are not getting the best out of their technical investments. Hundreds of millions in capital expenditure is delivering a fraction of that promised and holding businesses back from realising greater commercial returns.

“That’s why we created The Brightsmiths; to help clients build the business case for, and then exploit, their technology investments.”

CHE Proximity has hired Mark Gretton to lead the consultancy, bringing with him experience in both agency and client environments, locally and internationally, and a strong background in direct marketing.

For Gretton, delivering the right message to the right person, at the right time, with optimal commercial investment, is second nature.

“The tools to deliver individual customer experiences at scale has reached a new level of maturity with Adobe, Oracle, IBM, Google and Salesforce. However, piecing these tools together and getting them to work effectively can be a tricky process,” he said.

“In the frenzy to be part of the change, it’s hard for clients to secure agnostic advice for which tool best suits specific business needs.  It’s easy to get lost in the jargon clouding the industry – DMPs, DSPs, AdTech, MarTech, tech stacks – and there’s enormous overlap in definitions and no single solution. Some consultancies actually seem to thrive on using this confusion to position themselves as experts.

“We aim to break down the benefits technology will provide CMOs into simple use cases, aligning the business and clearly stated commercial benefits of investment.

“And once investment is made, we’ll provide support in re-skilling client teams, establishing new operating rhythms, implementing the technologies and determining clear reporting to assess progress against the business case.”

 

Please login with linkedin to comment

smoothfm the brightsmiths

Latest News

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]