Es Chandra has been at the helm of Glide Agency in Perth for the past 12 years.
Chandra, the agency’s CEO, spoke to Mediaweek about their work with crowdfunding campaigns, the projected growth in the year ahead and the IMAA’s support of independent agencies.
The agency and being CEO
Glide Agency was established in 2007. That year, Chandra partnered with the agency before buying out the partners four years into the business.
Glide evolved into a digital-first agency after working with its first national client, Bed Shed, in 2011 and, from then, focused on investing in digital by stepping up marketing and strategy.
“We became quite focused on metrics-driven advertising where we could prove return on investment to clients. This was quite early on; analytics and tracking were not as advanced back then. Then we went strong in that direction from then on.
Chandra came from an education background as a facilitator teaching information systems, multimedia and animation at Murdoch University and Curtin University. He said his background in the education sector meant his approach to the industry was different. His method is to be accountable for clients and their budgets rather than a creative-driven process.
As the CEO, he explained that he fosters leadership within the agency, so his team evolves and grows within the structure and day-to-day matters.
He said: “I focus a lot on the team and building their skills and the culture, making sure that we hire the right people that live and breathe with our values, in terms of the impact, what we stand for and our unique proposition in the market.”
Chandra also noted that he plays a part in the agency’s strategy, the businesses they want to work with, and the verticals and spaces they want to become stronger.
Specialising in crowdfunding advertising
The CEO explained that because of their accountable model and being driven by data and metrics, the agency focuses on paid digital advertising or PPC advertising.
“We help clients manage the digital ad spent online. That typically lends itself to clients that have an online focus. They’re looking at the ad spend, and they’re looking at what that direct revenue that ad spend is generating. They’re usually clients that have eCommerce capabilities online,” he said.
Glide Agency also has another specialisation unique to them: equity crowdfunding through their partner, crowdfunding platform Birchal.
Chandra explained that Birchal takes care of the client’s offer document and process. At the same time, Glide looks after the client’s social media campaigns, manages accounts, and builds the strategy to help raise targets. “Typically, the targets are anywhere between half a million right up to three million dollars,” he added.
The CEO shared that the agency has done well in the campaigns they’ve worked on in the niche market. “I think we’ve raised over $30 million to date within a couple of years. I think the industry has done about $150 million so far.
He added: “It’s a new market, but it’s growing. It’s exciting because we work with many start-ups in new businesses and enterprises that have come to the radar.
“Once they get to that crowdfunding format, they already have a brand. They have a purpose-driven product usually built around environmental sustainability, increasing efficiency or an app or something.
Chandra said: “That’s evolved us as an agency. We tend to now work purely with like brands that are purpose-driven like sustainable brands, brands that like are very strong with their values and what they’re trying to do and where they impact the world.”
Among their recent and notable crowdfunding campaigns include Birchal itself, raising $3 million, Bubble Tea Club with $1.7 million, Eli Electric Vehicles raising $ $1.3 million and Good Earth Dairy, achieving $1.2 million.
While Glide Agency gets several of its projects through its partnership with Birchal, they have maintained long-term clients. Among them include Perth Zoo, Destination Perth, Curtin University, Hawaiian Group, Kommunity Brew and Pearls of Australia.
The impact of the pandemic on Glide Agency
The pandemic and its impact on the industry was not a severe issue for Chandra and the Glide team. He said it had been a seamless transition for them as a digital company. They were already set up to work from home amid an office move just months before the pandemic hit.
From a business perspective, Chandra revealed the agency had done well apart from one month that saw clients cancelling at the height of the pandemic.
“A couple of months after that, everything just came back on and then what we found is that clients had a much more focus online. We went from being an agency that was a pitching digital strategy to clients telling us ‘we just need this sorted out, we need your help'”.
The CEO noted that the pandemic “accelerated” the Australian industry by “about three years.”
“Australia was a little bit behind compared to the US or the UK. Now, it’s thriving, and more pushed to e-commerce businesses. We saw that and pivoted a bit more strongly towards that area. We had clients selling online, but we decided to be specialised in that area because it was a thriving market for us,” Chandra added.
Outlook for Glide Agency in the year ahead
Looking to the year ahead, Chandra said Glide Agency is focusing on more growth. The agency is hoping to grow more in Australia’s e-commerce sector and crowdfunding space and develop its reputation as interest from the US and the UK grows.
“I think e-commerce transactions account for seven to 10% of all retail in Australia, which is low. So, there’s still so much more growth to be had in the e-commerce sector in Australia.
“As technologies advance, there will be more and more people only selling online. So, that will be growth for us into the future. Then obviously, with teams expanding as we build services around these verticals,” he added.
On the IMAA
Chandra shared that he is a strong supporter of the IMAA and independent agency culture and said: “I think that’s where a lot of the boutique ideas are coming from. That’s where you get innovation and new strategies.”
The CEO also praised the IMAA for supporting local businesses and local jobs and added: “The money stays in Australia, whereas a lot of the agencies that are bigger, they do hire here but have their agencies that are global and abroad, and essentially that money flows back out.”
Chandra said: “I think if brands can look to independent agencies and have brand awareness, as a collective, rather than operating as individuals. I think the IMAA does a very good job of holding that and speaking on behalf of us and being the voice.”
“As we get into this future of people wanting to keep business local and support local, I think that’s a powerful message,” he added.
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Top image: Glide Agency CEO, Es Chandra