Whitelabs Media was founded five years ago to change how programmatic services are positioned in the market for agency clients.
With the move to transparent media solutions and better visibility on programmatic media buying, the independent media agency was created to better serve agency partners by strengthening their service offerings in the market with its in-house trading desk.
Natashia Issa, client services director, spoke to Mediaweek about its flexible offerings, focusing on podcasting and AI and being part of the IMAA network.
As client services director, Issa oversees all client relationships, including new clients and our longstanding clients.
“I work closely with my clients to ensure, as a business, we make their jobs as easy as possible. This can include training sessions, campaign WIP meetings, media recommendations, presentations, assisting in producing new technology, etc.,” she explained.
Issa on Whitelabs’ specialisation
Issa noted that Whitelabs specialises in programmatic media buying campaigns for its clients. The channels run digital media services for display, video, rich media, native, audio, programmatic DOOH, search and social.
“All reporting is provided in a live dashboard for our clients to keep up to date on all campaign movements,” she said.
“We have helped some clients visualise their own internal and external reporting through live dashboard design, creation and implementation,” she added.
Whitelabs flexible offerings and how a year of recovery has led to success
Issa noted that what sets Whitelabs Media apart from others is its offer of flexibility with multiple options for client relationships. This starts with traditional IO-based structures to fully integrated white-labelled in-house programmatic with revenue share models.
“The benefit is that our clients are able to decide which model works the best for them based on their short-term needs, as well as an option to adjust the working relationship to account for future needs (both foreseen and unforeseen),” she explained.
Such flexibility has meant the agency has been able to hit the year running after a year of recovering.
Issa said: “This was the year of recovery and was an excellent year to hit the ground running after the hiatus everyone experienced with most client bookings.
Expansions, new areas of focus and being part of the IMAA network
Issa shared that 2023 has been a great year so far for Whitelabs Media, having recently welcomed two new members to the team. She noted that they continue to look for new products and technology to test and productise for their clients.
“This year, we are focusing on our podcast offering for our clients, as well as exploring AI developments and how that can be applied to programmatic media,” she added.
Whitelabs Media joined the IMAA in early 2020 as the industry body’s vision resonated with one of the independent agency’s core pillars.
Issa said: “It has been fantastic being exposed to other independent agencies and creating connections through shared values, visions, and goals.
“The best benefit of joining IMAA is how diligent IMAA is in ensuring it is just as possible for independent agencies to succeed in Australia as it is for agencies part of a larger group,” Issa added.
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Top image: Natashia Issa
