2016 Asia-Pacific Stevie Awards Gold Winner - Atomic 212 - Agency of the Year
Company: Atomic 212, Sydney, Australia
Category: Most Innovative Advertising or Marketing Agency of the Year
Entry Title: Atomic 212
Atomic 212 is an independent, technology-driven, full service marketing agency, which opened in 2014. In two years, revenue has grown from a base of $20m to $180m. We have worked hard to grow and we love what we do.
Atomic 212 is a network of three creative media companies ring-fenced by a central communications advisory and management business (CCAMB).
These creative media companies are not vertical silos. Broad territories of expertise define them:
CCAMB: Client service Strategy: Pioneering thinking Performance media: Driving retail Creative: Driving brand
Think Education Luxbet
Specialty Fashion Group Greater
Bras N Things Natuzzi Atlassin
TAB Tabcorp Coles eOne Westpac Mondelez
Origin Energy Cancer Council Minerals Council ASX
Moet Hennessy Mortgage Choice Progressive Keno
Yellow Brick Road
Western Sydney Wanderers Fiig Securities
2015 Business losses: None
1. Wins: $178m
2. Staff: 21 to 85
3. New offices: Sydney, Melbourne, Auckland, Newcastle
4. New services: Applied Analytics, True Message Attribution, Branded Content, Social Publicity, Neuro Consumer insight, PR, predictive modelling, econometric modelling.
Finance (objectives / actual results) Increase revenue 50%
Actual 1,105% increase
Increase profit margin 5%:
Actual 42% increase
Establish customer satisfaction level 8+: Actual 9+
Corporate social responsibility rating 70%+: Actual 80%
Foster creative thinking culture:
Actual 1.4% turn over
Campaign 2015: ANZ Independent Agency of the Year (Gold); Media Agency of the Year (Silver); Australian Digital Agency of the Year (Silver); ANZ Specialist Agency of the Year (Bronze); Agency Head of the Year – Jason Dooris (Gold).
B&T 2015: Best Data Driven Marketing Campaign (Gold); Employer of the Year (Silver); 30 Under 30 Gold Winner – Claire Fenner.
Australian CEO Awards 2015: CEO of the Year – Jason Dooris (Silver) BRW Fast 100: Gold Winner 2014/2015 (Media & Marketing)
Deloitte Fast 50: Gold Winner 2014/2015
Deloitte Asia Fast 500: Winner 2014/2015
Cool Company Awards: Coolest Employer 2015 (Silver)
CULTURE AND VISION
98.6% staff retention.
2015 was marked by innovation and evolution. Our values were redefined and realized:
Integrity, transparency, shared education, respect, teamwork. Belief that good customers are king
Self-motivation, zest, collaboration, courage to lead.
Build relationships around doing the right thing.
Innovate, investigate, articulate through imagination.
Issues of integrity and changes in consumer media faith and consumption have damaged the industry. In 2015 we set out to reverse this. We targeted the following themes:
Integrity and transparency
Imaginative and creative work
Work life balance
2014 brought a crisis of confidence and trust in Australian PR and communications agencies. Long-standing brand custodians were replaced by data and insight specialists.
Service offer and value proposition becoming confused
Data businesses eroding client fees
Supplier costs bullish in the face of declining supplier value Morale at risk of decline
Financial forecasts down year on year.
To challenge industry norms
Rapid business transformation, when well-planned, can be implemented quickly
Social balance, staff wellbeing and client connectivity are critical success factors
In today’s consumer-driven climate, constant innovation is required to survive
To embrace emerging channels like social media and become usage and advisory experts
Future models and data-centric competitors would lack human connections, become distanced from core company values and create barriers to insight collaboration. This was a space we could thrive in.