Haydon Bray, entrepreneur of a media agency and former chairman of Carent from Dentsu Aegis Network, has re-entered the Australian market with Audience Precision, a media strategy and consulting company with Warner Music as a founding customer.
The Audience Precision model that Bray, together with his five-strong founding team and equity partners, has developed over five years is not based on commissions, negotiations with media owners, or demographic purchases. Bray said he had identified a gap in the local market that “no other media agency has ever thought of” when he returned to an industry “in worse shape than when I left,” which is still of “murky deals and” was “shaped” by an old model.
The company said the model “challenges the outdated media purchasing industry” and has well-established offices in New York and London. Now it has launched the offering on the Australian market.
“When I returned to the market, I found it to be in worse shape than when I left. It’s an industry overwhelmed by new platforms, hundreds of new reporting metrics, and still characterized by dark deals and a legacy model that hasn’t evolved since the 1990s. Real change was needed, ”said Bray.
“Finding and addressing target groups has never been so fragmented, and media is the biggest marketing effort for most companies. Media investments must be linked to business outcomes without a media plan.
“Audience Precision rewrites the rule book. We use data – actually 35,000 data points for each audience segment in multiple countries – in combination with proprietary systems and machine learning to help marketers better understand audiences and potential customers, align their marketing efforts, optimize marketing spend and media waste in all Media significantly reduce channels. We were able to do what no other media agency thought of to eliminate the guesswork. “
There is another global expansion, said Bray, who joined Carat in 1998 when he sold Bray Media to the Dentsu agency. Carat acquired Halmarick Media before Bray Media and entered the local market with the acquisitions.
Bray unexpectedly resigned from his role as chairman in 2000 and began legal negotiations with Carat after the agency allegedly rejected his contract, according to The Australian Financial Review.
At Audience Precision, Bray, whose role is the global CEO, has formed a team that includes Samantha Bolton as US and UK Managing Partner, Laura Newman as Global Research Manager, Alison Coleman as CFO, Sean Gerraty as Operations Manager and Jeremy Cath as Chief Technology Officer.
The agency also has strategy architects, researchers, data scientists, campaign engineers, software developers and media buyers.
CFO Coleman previously spent six years at Warner Music, whose artists have worked with Audience Precision to better connect with fans.
Tony Harlow, former global president of the WEA Group at Warner Music and now chairman and CEO of Warner Music UK, said the agency had given Warner a “competitive advantage”.
“Fan engagement is increasingly at the heart of what we do. Data discovery about fans can play a big role in marketing success,” said Harlow.
“Audience Precision has given us a competitive advantage in how we can reach fans and get in touch with them. The data they provide is easy to use, easy to digest, and has helped us think better and smarter about the way we market our music. “
Bray’s agency also works with clients in other sectors, including entertainment, retail, health, tourism and media. He said it is channel-independent, does not conduct annual media owner negotiations, does not rely on media owner commissions, does not buy demographic data, uses machine learning to predict performance, and has minimal advertising waste.
“Our model drives the conversation between price and efficiency to real value and real return for advertisers. Our work over the past five years has shown that it can create a sustainable competitive advantage between 20% and 50%,” said Bray.
“Despite all the technology launches in the advertising industry, consumer-oriented market research in connection with top-level strategies has remained practically unaffected by most agencies. However, this is one of the most important components of marketing.
“Our business is based on these important marketing principles. We have developed proprietary technologies and an end-to-end solution to speed up the process. We help brands tailor communications across the enterprise to core groups that have a high propensity to become customers. “
The agency’s three pillars include: DNA (more than 60 unique audience segments based on consumer lifestyle, psychography and behavior patterns), Precise 360 (creating media strategies four times faster than the agency’s standard approach), and activation and analysis (media buying and Reporting) campaign performance against the DNA segments).