Mentor Marketing launched over seven years ago following many discussions around the boardroom table to find a better way of offering specialist media services.
Amanda Reid envisioned the independent agency as a business solution able to adapt and tailor service offerings based on each client’s needs and specific outputs they valued while also maintaining the benefits of being linked with large network agencies, proprietary tools and buying power, which Mentor Marketing has successfully achieved.
Reid, director of the independent media agency, spoke to Mediaweek about her team’s passion, the agency’s unique offering, its significant growth in 2022 and its innovative outlook for the year ahead.
Mentor Marketing and what drives the team
Many of Mentor Marketing’s team stem from large network agencies who have worked across the markets’ biggest brands – locally and internationally – and have extensive experience and reputations that are well-known within the industry.
“We have experienced firsthand the evolution of the market, media consumption and digital adoption. We’ve been progressive and innovative in our approach to servicing our clients to ensure that we’re at the forefront of best practice methodology and technology for both media planning and buying,” Reid said.
“This enables us to utilise market-leading tools, data opportunities and technology to maximise efficiencies, targeting capabilities and overall campaign outcomes,” she added.
Reid noted that the results speak for themselves as they constantly strive to supersede benchmarks, drive Return on Investment, and exceed client and campaign expectations.
Reid on being the leader of a passionate team
As director of the independent agency, Reid shared she is responsible for the business’s day-to-day operations.
“Our team is my biggest priority, and Mentor Marketing wouldn’t be as successful as it is without their experience, commitment and passion.”
“We have one of the longest-standing, consistent teams in market and given the volatility of the industry and market of late, we’re proud to offer our clients this level of stability and have seen firsthand the benefits of being able to be a consistent partner and service provider.”
Reid added that she is extremely fortunate to have a team who are passionate about their profession and constantly eager and driven to upskill and be across the ever-changing landscape.
“We’re constantly considering and reviewing opportunities in market, any means to deliver a more effective way of media planning and buying for our existing and prospective client base, to capitalise on technological capabilities, AI opportunities and data partnerships,” she added.
What sets Mentor Marketing apart
Mentor Marketing specialises in media strategy, channel planning and implementation of paid media channels.
Reid explained that their ability to communicate through an objective omnichannel lens coupled with the most advanced platforms, AI technology and market-leading proprietary tools is what sets them apart.
“We have a unique offering in market where our teams extensive experience spans traditional and digital channels, and we’ve refined the art of determining the right balance between the two.
Reid noted that an “all-or-nothing approach” was not the optimum solution.
“An optimum media strategy and channel mix should consist of more than just digital channels or purely traditional channels, given today’s media consumption habits, the opportunity cost for any client is far too great.
“It’s understanding and appreciating the role each channel brings to the strategy and understanding the impact one has on the entire mix.
Reid noted that Mentor Marketing’s extensive experience shows their depth of knowledge across all channels and their ability to advise optimum channel selection, share of spend and how best to achieve campaign outcomes.
Reid highlighted that they are one of the few media agencies in market that have their own programmatic desk in-house, which is not a service they outsource to a third party or have a team off-site implement.
“To provide our clients with the most efficient (both time and cost), responsive and transparent offering, we identified the need to have our own desk and team dedicated to this speciality.
“We have seen and experienced the capabilities of the platform firsthand, as have our clients, and we’re excited to continue to drive greater outcomes, insights and visibility for all digital activity as we progress further into the future,” she said.
“We enjoy educating and encouraging our clients to embark on this journey as we continue to see the capabilities of the platform and our ability to gather insights into overall performance and improve outcomes substantially. It’s an exciting time in media,” Reid added.
Mentor Marketing’s clients and its performance in 2022
Mentor Marketing has a strong relationship with foundation clients who have been with the agency since its launch almost eight years ago.
Reid said: “We’re known in market for our client and staff retention, and we’re proud to have a number of clients that we’ve retained since our launch.”
Reid shared Mentor Marketing was pleased to have reported significant growth and momentum across new client acquisitions across diverse industries in the second half of 2022, which has continued into the new year.
“In 2022, Mentor Marketing had the opportunity to collaborate on a number of national client’s campaigns, including Mineral Resources, CASE, Euroflex and Aboriginal Health Council of WA, with more in the pipeline for 2023,” she added.
Mentor Marketing’s strong relationship with clients and its innovative year ahead
Reid proudly shared that there is never a dull moment at Mentor Marketing.
“We’re constantly striving to be innovative, and we’re pleased to say that our partnerships with leading global tech stacks like The Trade Desk and Datorama have ensured that our offering remains ahead of the pack,” she said.
Reid noted that Mentor Marketing chooses to be a boutique in size which enables them to remain flexible, provide personalised service and maximise its efficiencies, services, experience, and capabilities that rival some of the largest agencies in the market.
“We pride ourselves on knowledge sharing with our valued partners. We see ourselves as media specialists and feel it’s our responsibility to educate and take our preferred partners on the same journey.
“The result is a mutually beneficial agreement where all parties can have educated discussions about the best practice methodologies for optimum outcomes.
Reid said that given most of the agency’s relationships are long-standing, there is a high level of trust.
“We advise clients and partners on how we drive better performance, greater efficiencies, and superior results.
“Whether it’s advising how to install a universal pixel on a website, the importance of capturing first-party data, or simply the merits in expanding their share of spend across emerging channels such as podcasts,” Reid added.
Being an IMAA member
Mentor Marketing joined the IMAA back in early 2020. Reid noted the agency aligned with the industry body and its early member base of like-minded, passionate, highly experienced individuals with shared values and purpose.
“Mentor Marketing is well known in the market and within the industry for promoting the strengths and merits of being independent.
Reid said it has been exciting to see indie agencies’ momentum and significant growth on both national and global scales.
“We honestly believe there has never been a better time to be an Indie Agency. We’re excited to see clients valuing the experience, service and offering of an alternative to the large Network Agencies,” Reid added.
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Top image, left to right: Ken Warwick, Brooke Stallard, Amanda Reid, Suzie Aldersea and Bronwyn Kaye