Next&Co co-founder, John Vlasakakis, has announced that the agency will move to a full-service model, adding traditional media buying and planning to its suite of services as the agency rapidly scales.
The independent digital agency has experienced 133% growth this year, primarily from new clients, including the Malouf-owned global super yacht charter business Ahoy Club, leading Australian e-commerce business New Aim, Australian rural supplier, and Combined Rural Traders.
Next&Co will now add traditional media buying across television, radio, print, out-of-home, and cinema to its offering.
Vlasakakis said Next&Co’s proprietary media auditing ad tech tool, Prometheus, had been a key catalyst in the decision to expand the agency’s services to deliver clients a complete media buying offering.
Prometheus has in-built KPIs advertisers, including leads, customer conversions, ROI, and reach, enabling brands to choose their targets across each metric. It can predict how many conversions advertisers could potentially achieve and make creative and CPA (cost per acquisition) improvement recommendations.
“Our ad tech tool, Prometheus is able to generate insights for clients as to which audiences are most effective from an engagement and conversion perspective for their business, allowing us to do more targeted media buys. This is business intelligence no other ad tech can provide,” he said.
“We are continuing to invest in Prometheus to generate better insights in terms of media and audience effectiveness, and it has played a significant role in our new client wins. Prometheus allows our team to operate four times more efficiently than other media agencies, so we can scale quickly without having to add resources.
“Irrespective of the economic outlook ahead our business will be counter cyclical and continue to grow in this alleged coming recession, because our story aligns with what brands need as disposable incomes across the world are impacted,” Vlasakakis added.
The last Next&Co Digital Media Wastage Report for the third quarter of 2022 found that $74 million of digital ad spend was wasted.
Prometheus audited 32 companies with annual digital ad budgets of between $500,000 to $21 million across a mix of ASX-listed, multinational, national and SME companies.
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Top image: John Vlasakakis