Loop Media was established in 2019 by Andrew Catchlove as an independent media planning, buying and strategy agency servicing small to medium enterprises.
Catchlove spoke to Mediaweek about being a hands-on managing director, the impact of Covid on the business and the year ahead for the agency.
How Loop Media started and being hands-on in the business
Catchlove recalled launching the agency a whirlwind three years ago after being in the industry for a while.
“I’ve been fortunate enough to work with a lot of clever people over the past 14 or 15 years, and I thought it was time to have a go myself. I saw an opportunity in the market that I thought was something that could be serviced a bit better, and we went for it,” he added.
The managing director shared that he has worked in independent agencies for most of his career – previously Media Merchants and InFront Media.
“I think they do an amazing job at servicing brands and clients. It’s nice to see them taking front and centre stage,” he said of what independent agencies bring to the industry.
Loop Media is a small enterprise with himself and media executive Nellie McLean. Working with the pair is a team of contractors who assist with content production and the creative side of the business, which allows Catchlove the opportunity to be hands-on with the work.
“I do everything from business development to commercial opportunities and uncovering different projects that we can get into,” he said.
“I’m still on the tools very regularly. I’m in it every day, and I work everything from managing director to coordinator and part-time accountant. I do it all.
“That’s part of the enjoyment. It definitely takes time, but it’s definitely something I like doing, and I’m very happy to get my hands dirty,” Catchlove added.
Loop Media on driving business
The managing director noted that from a specialisation perspective, Loop Media is interested in how media, content and creative impact and drive results in businesses.
“In a previous life, I was a marketer, and I’m pretty marketing-focused by trade. I think that we understand our unique role within an organisation. A lot of our clients lack formalised or broader marketing departments, and that’s very much where we step in and help.
Catchlove continued: “We understand broadly marketing and how media and communication sites within that to help achieve broader company activity. All the work we do is backed by tools and technology. But we trust our own judgement to be resourceful and innovative. I think simplicity and agility are also fundamental to all of our relationships.
“I think that we don’t need the keys to every function. We sit in the gaps that organisations need, and we are set up to be fluid like that,” Catchlove added.
Foundational clients, upcoming projects and The Rebound
While only three years in the game, Loop Media has developed strong relationships with its foundational clients, online fashion retailer Showpo and Tradie Underwear.
“A wonderful business to work with, terrific people and an amazing Australian success story,” the managing director said of the local underwear brand.
Loop Media also has a company production arm to the business that produces The Rebound. The TV show about business is hosted by Steve Sammartino, Tommy McCubbin and Bertie Ocampo and airs on Channel Nine.
“We came together with some partners and the creators of The Rebound. The show was conceived, sold, and broadcast in the first lockdown, which we’re really proud of,” he added.
Catchlove admitted that they had yet to snag a significant win for the year in the competitive independent space, but he remains optimistic.
However, he noted that because of the pandemic, his agency – much like many agencies similar in size – had to find alternative and new streams of revenue.
“The Rebound and our content arms have spawned out of that. We’ve done a few bits and pieces of consultant work for some clients who need us to jump in and out rather than sign on for a long-term contract,” he said.
“That was one of the things of COVID helped was that it uncovered little bits and pieces of work that we can chip away and do along the way to keep the revenue ticking over,” he added.
Catchlove kept mum on the projects in the pipeline for the year ahead. He did, however, hint that it is a first of its kind in Australia.
The managing director also noted that they had made further investments in a technology business. “Broadly speaking, it’s uncovering new opportunities that are mostly in the pipeline,” he added.
On the IMAA
Catchlove said that it was great to be part of a body that looks after the interests of independent media agencies as a group.
The managing director explained that being part of the IMAA allows them access to platforms accessible by big tech or multinationals.
“They provide a wonderful resource from a training and tools and compliance perspective that we would normally have access to,” he added of the IMAA.
Catchlove also said: “I think they provide things small businesses often don’t think of, sometimes legal help. Suppose you’re developing an environmental policy or anything like that. They’re very helpful with that and have been very accommodating and welcoming.”
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Top image: Andrew Catchlove