Digital Marketing

At PGG Wrightson I ran digital marketing for the whole Agency Group at once: real estate, livestock, wool, and insurance and financial services. Four customers, four different buying decisions. In a declining property market, Real Estate website visits grew 25%. Livestock grew 900%, and time spent on the sites rose by more than 80%. Real Estate social went from zero to first among its competitors in ten months.

At The New Zealand Merino Company the job flipped. Instead of four New Zealand audiences it was one story told to global partners like Allbirds, Icebreaker, Smartwool, Ikea, Helly Hansen and Hugo Boss, with B2B campaigns across APAC and the USA.

Digital marketing isn't a bucket of tactics. It is the link between what a business needs to say and where people spend their attention. The tactics change every year. The discipline doesn't.

I don't run channels in isolation. Paid, owned and earned have to tell the same story, or the customer notices the seams.