You can usually find Mediaweek’s Greg Graham in Sydney, Austin or Cannes. However, on a recent trip to Newcastle there was one place at the top of his must-visit list – expanding national agency Enigma.
After growing up in and around Newcastle, Enigma founder Lisa Sutton Gardner found herself working for a small ad agency in Newcastle when she was 17. She recalled to Sparrow: “One day, I thought to myself, that perhaps I could do this on my own.”
Sutton Gardner subsequently did what not many have dared at that stage of life. She launched her ad agency aged just 21.
Her foundation clients included the Toyota car dealer network.
At that time Sutton Gardner explained Newcastle had a very active agency scene with established agencies and the region even their own awards nights.
Enigma eventually also opened offices in Sydney and Brisbane and now boasts a staff just under 100.
Around 80 of the Enigma team when the company celebrated its 30th anniversary
Sutton Gardner: “We like to be under the radar a little. Rightly or wrongly, and it’s heavily debated, don’t worry. It’s a little bit of a philosophy of mine. It’s important that we make our clients shine, it’s not about us.
“I have been able to gather like-minded spirits, people who also believe that. We have had staff who were keen for me to raise my profile, but I explained it was not really my thing.
“I’m more interested in our overall reputation and I am a big believer in organic growth.”
The move to open an Enigma office in Brisbane came after another foundation client, McDonald Jones Homes, part of the NXT Building Group, who were growing outside of the Hunter and Enigma followed the client.
“As much as being regional is interesting, and even a little unique, it made sense to have a national network.”
While it was always a strong indie, Sutton Gardner partnered with STW and its then chief executive Mike Connaghan some time ago when Enigma amalgamated with STW Newcastle agency Peach.
Over the years she noted Enigma had been lucky securing talent that wanted to work at an independent with a head office outside of Sydney.
Enigma’s John Gutteridge and Lisa Sutton Gardner
“Our CEO John Gutteridge had spent time in the major networks, but he was very keen to be part of something that was truly independent. Also, Karl Bates our new director of strategy wanted to be with an independent too. People like feeling they can really contribute and have a say.
“Our staff average time spent with Enigma is around 10 years which means we have many going on long service leave.” [Laughs]
When asked about client work she is most proud of, Sutton Gardner found it hard to name just one client.
“I have worked on the Newcastle Permanent Building Society since I was 17 years of age. On keeping that business we have had maybe six or seven tenders and worked with four or five different CEOs.
“When I started on McDonald Jones Homes it was [founders] Andrew Helmers and Bill McDonald in a 20-person team in a shop top in East Maitland and now they are the second-largest project home builder in Australia. Talk about loyalty. I have been there every step of the way and they have never sent me out to tender. I’m as good as my last job. They have kicked me in the arse a few times when we needed it, but what a brilliant relationship. Now we are going into Victoria with them.
“I also really love the work we do with Kennards and the team here is very passionate about them. I also worked on Landcom now for nearly 25 years. We also work with Newcastle University and the University of the Sunshine Coast.”
Sutton Gardner said having long-term partnerships is a key value for the business. “They are built through trust. I have always said it is about your client putting their head on the pillow at the end of the day knowing they are in safe hands and that the work is good and will move the needle.”
Going for a surf during the work day is a perk of being in the Newcastle HQ
Outlook: Confident about the future
Admitting it might be difficult to get a read on what lay ahead, Sutton Gardner nevertheless explained it could be a tight 12 months ahead. “It’s just a cycle though and we’ve all been through them before. I would say it probably started in Q3 last year. The first half of calendar 2022 was good and we were well above out KPIs and targets. Q3 softened and then Q4 was one of the toughest quarters I have seen. I feel confident about the remainder of 2023 though.”
Enigma rebrand
After close to 30 years in business, Sutton Gardner and her then new CEO Gutteridge last year revealed a rebrand. “We have been trying to find the best way internally and externally to articulate our story. For us it is very much about the relationship between people and brands. Internally it’s very much about the relationship between our clients and our people. We are also very passionate about our full-service status which is no different from the day we started the business.”
Staff at work and play in Newcastle
Enigma launches Property & Place division
Sutton Gardner: “A big part of coming out of a regional market is the different sectors you can become good at. We have grown a strong retail base and we have moved big pieces of government business. The other thing we have done a lot of is working on property with Landcom, McDonald Jones Homes and Newcastle Permanent Building Society gives us a good understanding of how people want to live in regional Australia. We are now going to move all of that business under Akira Galvin who joined us from another property lead brand agency. We have creative, media and now property will be our third major wheel.”
See also:
Enigma appoints John Gutteridge as national CEO
Enigma appoints Karl Bates as executive strategy director
How Newcastle’s Enigma Media has lived up to its name for almost 30 years