RetireAustralia has appointed Audience Group as its new media agency following a competitive pitch. RetireAustralia was formerly with MediaCom and IProspect.
Audience Group is tasked with developing and implementing a complete media strategy.
Retirement living decisions can span generations and are made based on needs, health issues, emotions, financial means, location, time of life, and more. They may happen quickly, based on necessity, or could take years of family discussion to resolve. Retirement village / facility living isn’t for everyone, and members of the same family can disagree strongly on the topic. Effective media strategies developed for this category are complex and multi-faceted. According to Tom Evans, co-founder and director of independent media agency Audience Group, it takes experience and a particular knack for bringing the right range of data together for the right reasons, to get the media mix right.
RetireAustralia is a leading owner, operator and developer of retirement villages across New South Wales, Queensland and South Australia. Its markets and villages are diverse, as are its more than 5000 residents. RetireAustralia believes in Audience Group to help reach interested audiences for its network of 27 retirement businesses, naming it Media Agency of Record thanks to segment expertise and a focus on data-driven media strategy.
Says Brooke Chapman, national marketing manager, RetireAustralia: “We went in search of more effective media buying and more effective ways of measuring the impact of our media investment.
“Audience Group’s approach to targeting, media strategy and measurement was different than its competitors’, and its team was able to demonstrate an impressive level of understanding of the behavioural mindset that accompanies retirement living decisions.”
Evans stresses that being data-driven doesn’t mean it’s all about digital.
Says Evans: “We work closely with our clients to access and leverage a variety of data sets, and blend with other relevant data sets to inform the entire media mix, and even the creative. We leverage digital’s rich, real-time data and behavioural insight to plan and map traditional media as part of that mix. We take an evidence-based approach to campaign tracking and measurement.”