A new marketing technology company, Thread, has launched across Australia and New Zealand in a move to provide teams with a “home” to record, understand and learn from marketing activity.
Thread’s intelligence platform brings marketing activity, investment, performance and the context behind it together in one consistently structured place.
The latest New Zealand companies to already join Thread include DB Breweries, ANZCO Foods, FreshChoice supermarkets and Metlifecare.
From campaign briefs and media plans to budgets, creative, results and learnings, the platforms builds a cumulative picture of an organisation’s marketing that becomes more useful with every piece of activity added.
“Marketing teams aren’t short of information,” Troy Fuller, co-founder and CEO of Thread, said.
“The challenge is turning all of that information into something they can actually use. Most organisations have years of marketing knowledge sitting across reports, presentations, inboxes and marketers’ heads. Thread gives that activity a home and then puts it to work, allowing teams to not only understand what happened and what was achieved, but, most importantly, why. Those learnings can then be used to make better-informed decisions next time.”
At the heart of Thread is the Track feature which captures every aspect of marketing activity, from brand campaigns and product launches to shopper promotions and always-on social media, into one consistent organised history. This allows teams to search, compare and understand activity across brands, channels, and markets over varied and complex timeframes.
Thread’s Smart Add tool enables marketers to add the documents they already use, including campaign briefs, media plans, budgets, recommendations and post-campaign reviews. Thread then maps what it finds onto its proprietary framework so teams can simply review, confirm and add it to their activity library.
Marketers can then use Ask Thread to pose natural questions about their own marketing activity and receive clear answers based on their context, performance and campaign history.
Thread co-founder and chief product officer, Phil Newman added: “Marketing has spent years investing in measurement, but very little in memory. Teams shouldn’t have to rebuild the story every time someone asks what worked. Thread’s imbedded AI capability now makes it possible to structure the messy reality of marketing without creating more manual work.
“Unlike brand tracking platforms, media dashboards or attribution tools, Thread captures not only the numbers, but also the reasoning behind them, preserving recommendations, creative decisions and campaign context alongside the performance data.”
Major New Zealand multinational meat producer and exporter ANZCO Foods is already using Thread for their Angel Bay brand.
Marketing manager Becky Turnbull said: “Before Thread, half our campaign history lived on our server and the other half in my inbox. Now it’s all in one place, for the entire team. I’ve just put $3.5m of activity into Thread dating back to 2022. Now I’m not writing reports from scratch anymore.”
Fuller has spent more than 20 years in advertising across New Zealand and Australia, including leadership roles within the Clemenger Group, before founding independent creative agency Multiplied in 2021. Newman has worked in advertising production and operations roles for 15 years, including senior positions at Dentsu, before moving into automation and AI within the marketing and advertising team at ArchiPro, later founding AI and automation studio Chuffed.
Thread’s analytical foundation was developed in collaboration with data science lead, Hayley Clinning, who brings more than a decade of analytics experience to the platform.
