Mediaweek has teamed up with the IMAA to give its indie leaders a platform to talk about their work, thoughts on the industry, and their interests outside their working lives.
In this edition, Mediaweek speaks to Kyle Czech, managing director of Czech Group, an independent strategic media planning and buying agency.
The Czech Group positions itself as a partner for clients looking to navigate an increasingly complex media environment, with a focus on stripping back industry jargon and delivering clear, effective strategy.
What sparked your interest in launching your own indie agency?
Media is not an industry that you can just ‘enter’ without a strong network, a deep digital and traditional media foundation, so I felt that I was ready in both of those areas with a strong network and a deep understanding of everything that powers media after an extensive breadth and range of clients I’ve managed in my career.
The industry is undergoing a lot of exciting change at present, and I’m able to deliver top-tier work through agency partnerships and technology.
I’ve been really lucky to have great mentors across my career in media who have helped me to get to the point of launching my own agency.
I have seen many people enter and leave the industry over the last 13 years because they didn’t have great mentors or the right role to help them grow.
Being based between Norfolk Island and Melbourne isn’t a limitation; it’s actually shaped how I work.
What sets your agency apart from others?
Clients get a focused senior operator who can move fluidly from strategy to in-platform execution, without briefing across siloed teams or losing thinking in translation.
I’ve seen the distinction in the last 10 years of the Media industry putting buyers into “strategy”, “buying” or “activation/in-platform”, which means that I hold a competitive edge, having worked extensively in platforms and a deep foundation in cross-channel planning.
I’ve always worked in small, nimble teams, so for me, getting to plan a campaign and then activate it means clients get the full loop of thinking without briefing across multiple layers.
Indie agencies are increasingly seeing success with major pitches.
What differentiates your pitch approach from that of larger agencies?
My core values are trust, transparency and directness. I prefer to pitch for work that I feel will deliver a longer-term relationship and an integrated approach with the client and agency.
I also work with partner creative agencies to help deliver a seamless approach to media and creative with clients, hence why I wanted to include “group” in the name to showcase that great work is always part of a wider team.
Who are your latest agency account wins?
Interpath Global is our latest agency account win, an Australian-owned and operated company based in Ballarat with a global footprint in human and animal health products.
I’m working on strategy work in home automation and the energy
categories at the moment, too.
What’s a piece of work you’re most proud of?
Operational excellence and sound strategic advice are among my proudest moments at work.
Sometimes my best strategy work is on the back of a fuel receipt, where I’ve pencilled a strategy for the next 12 months for a brand, or it might be in the shower, but the best part is that my brain never stops solving media problems.
As a leader, how do you switch off from work and unwind after a busy week?
I’m addicted to Peloton cycling (love Cody Rigsby), and I also run, but don’t worry, I’m not in a hurry to run a marathon. I typically run around the World Heritage site on Norfolk Island on weekends or around the Botanical Gardens in Melbourne.
I also watch a lot of Real Housewives series with my husband Pete, and a
cheeky margarita.
What does success look like for you over the next 12 months?
Success for me is continued, long-term client and agency partnerships that deliver on my brand values of deep partnerships, strategic work, and not just growth for growth’s sake. I want to expand further into Asia and the EU in the next 12 months.
See here for past editions of IMAA Spotlight.
Main image: Kyle Czech