Impressive redefines marketing model, wins new clients

Impressive is attracting new clients by ditching the traditional agency model amidst technological disruptions and cost-of-living pressures impacting the marketing industry.

Impressive, based in Melbourne, has recently signed prominent businesses such as Space Furniture, KeepCup, and a major superannuation fund. According to Robert Tadros, founder and CEO of Impressive, the company decided to address the common issues faced by businesses when dealing with marketing agencies.

Tadros stated, "The most obvious example of the agency-client disconnect is that many businesses must now manage multiple agencies, most of which will offer a single service, such as digital marketing."

Tadros pointed out other common complaints about agencies, such as their lack of involvement in campaigns and the bureaucratic hurdles that make processes cumbersome. In response, Impressive has opted to move away from the traditional retainer model. Tadros explained, "We've moved on from a retainer model to one where our fees are determined by the performance of a client's campaign." He further noted that clients are no longer managed by account managers but can directly interact with front-line experts working on their campaigns.

Impressive also provides a comprehensive service package, aiming to fulfill all marketing needs for their clients under one roof.

"Perhaps most importantly, we provide a one-stop shop. Though we started as an independent digital agency back in 2016, we've now grown to a size where we can usually meet all our clients' marketing needs," he added.

Michelle McEwen, Group Head of Marketing at Space Furniture, praised Impressive's new approach. McEwen noted, "Impressive's performance-driven, multi-channel approach and access to specialists aligns well with our goals, and we're excited to see the impact this collaboration brings."

Looking ahead, Tadros remains optimistic about the new business model's potential. "It's always a risk to try something new, but there's a growing realisation that the old-school agency model isn't fit for purpose. The business model we've now embraced—bringing our specialists together as one cohesive, non-siloed team that speaks directly with our clients and is focused on achieving their commercial objectives—has found near-immediate success," he stated. Tadros expressed confidence in future success, saying, "I'm confident Impressive will enjoy much more success once word gets out that we offer our clients something they won't find elsewhere."

Impressive aims to provide an integrated and seamless marketing solution to its clients. The agency specialises in areas such as Paid Media, SEO & Content, Data & Analytics, Digital Strategy, CRM & Automation, and Proprietary Tech. They are well-regarded in multiple sectors, boasting partnerships with companies including Modibodi, Mattel, iSelect, and Kogan.

Tadros has received multiple accolades including Best Entrepreneurial Talent at the 2019 MumbrellaNext awards and a finalist position for CEO Magazine's 2019 Startup Executive of the Year award. Tadros now leads a team of 70 people and continues to aim for innovation and growth in the marketing industry.