A new independent full service marketing, media and creative agency has opened its doors providing businesses of all sizes greater marketing certainty as the proliferation of digital platforms and technology continues to put pressure on marketers.
Sydney based The Certainty Principle was born out of the need for a more cost effective and agile communications agency that sits alongside the marketing department to deliver a better and more effective creative product.
Picture: (L to R) Tim Bloore, Matt Daunt, Mike O’Rourke
The agency is founded by CEO Matt Daunt, innovations director Tim Bloore and ECD Mike O’Rouke, with the backing of leading industry investors. Between them the trio have more than 60 years’ experience in marketing communications working at Telstra, BWM, DDB, M&C Saatchi and McCann.
Matt Daunt said, “Today’s marketer, no matter what size of business they work for, are under immense pressure to deliver results which in most cases is sales, but are operating in a saturated and splintered media environment.
“They are being called on to produce more assets than ever before without any real certainty they are actually working.”
Fulfilling its promise to give greater visibility on campaign performance, The Certainty Principle has developed a proprietary dashboard which provides real time data analytics of a client’s activity across all media channels. It can be overlaid with a company’s lead generation and sales data to give marketers full visibility on creative effectiveness.
Daunt continued, “The Certainty Principle sits alongside the marketing department and works in partnership with them to create distinctive, visible and memorable campaigns that are both cost effective and whose impact and success is based on evidence.
“We are bringing more scientific rigour to creative development and to all sized businesses. This level of accountability should not be the preserve of only the big marketing players.”