JOY is set to mark 20 years of business in the media industry.
The agency continues to pride itself on taking a holistic approach to creating and connecting brands to customers.
As the independent full-service agency gears up to mark two decades in the media industry with celebrations, Amelia Thackway, JOY’s general manager and media director, spoke to Mediaweek about the agency’s multi-disciplined offering, its strong performance over the last year, and marking the milestone occasion.
Thackway on JOY cracking the code to growth
Thackway shared that the agency was born out of a desire to do better for clients by removing the inherent challenges of big agencies without losing any of the benefits.
“Behaviourally, we power this via our entrepreneurial spirit. Practically, we deliver this via a truly integrated, multi-disciplined offering,” she said.
“We are a modern connections agency, delivering truly integrated strategic, media and creative solutions for clients that ‘crack the code to growth’ for their brands,” she added.
Thackway joined the agency initially as media director in 2018, and in 2021 her role was expanded to include general manager.
Her roles see her focus on several key areas, such as agency leadership and integration – ensuring teams collaborate to deliver real integrated thinking and solutions for clients, and in client service – providing valuable client service steeped in an understanding of clients’ brands and categories and creating an advantage for them.
Thackway also oversees media excellence – delivering value for clients with independence, agility, and innovation at heart, and JOY’s staff development, growth and company culture.
“At JOY, we have four core values that have remained true to our culture since JOY began 20 years ago.
“Whether it’s guiding us to deliver the best possible solution for a brand challenge, our internal KPI program for staff, or simply the way we hold our meetings, living these values in our everyday practice drives our shared growth for the agency and our clients,” she said.
JOY’s holistic perspective on its offering
When it comes to what the agency offers, Thackway highlighted that as a “genuinely integrated” agency, their team is trained to have a holistic perspective on all aspects of advertising, layered with specialised skillsets in media, social, creative and brand strategy.
The agency’s senior strategy leads are also across every client and apply strategic brand & business expertise to its client’s business every day.
“We have the advantage of working collaboratively every day and growing everyone’s skillset in understanding and responding to client challenges in a way that serves their business needs,” Thackway added.
A look back at 2022 and client wins
Looking back at JOY’s performance in 2022, Thackway noted the agency had a strong year across all services, specifically media. She said: “We are reinvesting in data and digital resources and solutions to continue to drive insights and performance.”
The agency’s recent wins over the last few years include DeLonghi Group (AU+NZ), Musashi, Nutra Life, Kismet Films, Perfection Fresh, Brooks Running and The Australian Olive Oil Association.
JOY also has a range of longstanding clients that it has partnered with and has delivered continuous business growth, including ZIP Water, OFX, MG Motor
The year ahead and the benefits of being part of the IMAA
Thackway noted that with the agency’s anniversary on the horizon, there would be celebrations to mark the milestone occasion.
“It’s not about looking back – it’s about celebrating our success and about looking ahead, not sitting still and continuing to apply our entrepreneurial spirit in cracking the code to success for our clients,” she added.
JOY joined the IMAA at its inception. Thackway shared that the agency has benefitted from its membership through the increased presence and visibility of independent agencies among its media partners.
“The ongoing networking events and opportunities, and of course, the wealth of resources that Sam (Buchanan, CEO) and his team have created,” Thackway highlighted.
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Top image: Amelia Thackway
