Made Group launches in-house agency in collaboration with Micro Agency
Melbourne-based food and beverage company Made Group has announced the successful launch of its in-house agency, which was built in collaboration with Micro Agency, the in-house consultancy backed by M&C Saatchi Group.
Made Group, which is a vertically integrated business, manufacturing and selling category-leading brands including Cocobella, Impressed, Rokeby Farms and NutrientWater, had a specific need for increased control of its marketing to ensure high quality work and maximising its marketing return on investment. Cocobella recently launched a new campaign and rebranded packaging as part of this initiative.
Micro Agency provided the expertise Made needed to build an in-house agency that would fit their business. Through a four-phase process, Micro Agency helped Made establish a successful in-house agency that delivers and builds on their marketing and communication goals every day, recruiting and embedding roles across Creative, Social and Content, and Digital Performance.
Says Luke Marget (above left), founder and CEO, Made Group: “The in-house agency has helped us to maintain control over the quality of our work and maximise our marketing return on investment. The support from Micro has enabled us to work in a more agile and fast-paced manner with our marketing, while embedding creativity as a driver of growth for our business.”
The in-house agency is bringing a fresh perspective to the business, and the streamlined process and technology Micro designed and implemented are increasing efficiency and effectiveness of the entire marketing team.
Says Phoebe Miller, chief marketing officer, Made Group: “Micro’s guidance and contribution towards our in-house agency journey has been invaluable. Their expertise and support in not just the design, but the build, implementation, and onboarding of our team has been crucial in making this project a success.”
Managing director of Micro Agency, David Sutherland (above right) commented on the importance of the project: “We’re excited to have played a role in helping Made Group realise their ambitions by building an in-house agency that can deliver on their marketing goals every day.
“We continue to have productive conversations with businesses who recognise the value of an optimised in-house agency. They understand the importance of accessing real agency expertise to address common challenges around attracting top talent, building creative cultures, and keeping up with the latest technology and creative trends.
“With our extensive experience, and being part of the M&C Saatchi Group, we have successfully built in-house teams for Optus and Woolworths, and now we are excited to work with Luke, Phoebe and the team at Made Group.”
What a kamakaze approach to business.
Get used to it.
Tech is making agencies obsolete for much of a client’s marcom needs.
Why would that be a kamikaze approach? It is just smart business. Some brands don’t want a traditional agency relationship so why not help them build their own in-house offering and get paid for it? This business is not about art, it is about making money, so is it not better to make some revenue than no revenue from a brand? The smart money is on the former. Business of Advertising lesson 101 is complete. Class dismissed.