Trade Indy was established in 2014. Over the years, the agency has maintained its core goal of providing its clients with best-in-class agency trading desk capability across APAC and SEA.
The independent agency does this by responding to market needs and supporting clients with a multi-channel and high-touch programmatic service model.
Mark Rosenberg, executive director at Trade Indy, spoke to Mediaweek about leading the agency’s teams across Australia and Asia, why they pride themselves on never being static, and the benefits of being part of the IMAA.
Leading Trade Indy and its teams in Australia and Asia
In his role, Rosenberg explained that he oversees the agency’s business operations, manages stakeholder relationships, and provides leadership for our expanding teams across Australia and Asia.
“My responsibility also rests with providing the tools required for our amazing traders and analysts to deliver world-class programmatic campaign execution, reporting and insights,” he said.
“We currently have a team of 20 specialists across all facets of the programmatic ecosystem, from audience data and site tagging to trading and product development,” he added.
Trade Indy is an independent digital media business, Rosenberg said: “This is not only our USP but has driven our growth as we are not tied to one or several platforms.”
Rosenberg said they hire and nurture the talent in their agency with the mission to optimise their clients’ campaigns to new industry levels.
“Our team manages campaign execution, performance, and reporting across all channels to allow our clients to focus on their core competencies.
“Be that across above-the-line channel planning, strategy or new business pitches, which we often assist with,” he added.
Maintaining a solid retention rate and navigating through the pandemic
Rosenberg shared that Trade Indy has retained many of its foundation clients throughout its journey.
“We have found with our strong emphasis on account service and campaign performance, our retention rate is strong and growing. Retention rate is a real focus for us and something we place great importance on,” he added.
Reflecting on the pandemic and its impact on the business, Rosenberg said that in the early stages, they saw market retraction.
“We initially contacted all clients, assuring them that our business remained stable and there were no staff layoffs or reductions in capacity,” he noted.
But the agency saw growth as a result of the pandemic, thanks to the digital economy. Rosenberg said: “I think, therefore, most digital businesses such as ours were not impacted negatively in the longer term.”
The outlook for Trady Indy
Speaking about the outlook ahead for the agency, he said: “We pride ourselves on never being static.”
Rosenberg explained that in an ever-changing technological landscape, they are always exploring new ways to improve their product offering and service levels.
“Our core proposition of independence means we are always nimble enough to onboard new technology or test different platforms,” he said.
Rosenberg added: “On the expansion front, we are currently looking for a senior insights and reporting specialist to join the team in Melbourne and are looking to grow both our trading and account service teams into next year.”
How the IMAA has benefitted Trade Indy
Trade Indy joined the IMAA in 2021. Rosenberg described it as a “fantastic initiative” and praised CEO Sam Buchanan and his team for bringing independent agencies together and forming a collective voice.
Rosenberg added: “Given the sharp growth of independent agencies across the past decade, the opportunity to finally engage with like-minded businesses under one group body is something we’ve all welcomed.”
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Top image: Mark Rosenberg
