The origins of Area Ten came from the founder’s frustration on the client side, working with a variety of agencies but meeting with the same frustration around lack of expertise of the people actually working on the account who were very different from the people who originally sold the credentials of the agency. It’s important that an IP built up within the team is turned into systems and technology in order to be able to deliver better outcomes, more consistently and to scale for clients which is why we have never been a pure service business. A large portion of our team are software engineers, building and maintaining our proprietary systems which consistently deliver a sustainable competitive advantage to our clients
Further to that is the 50% solution mentality. As marketers we must care about not just sending traffic to a site but also what people do when they arrive on the site. Agencies should not feel comfortable about presenting greats statistics around how their campaign is performing if it’s not translating to a clear business outcome. That’s why we care about the 100% solution, ensuring that the entire customer journey from awareness, engagement to transaction is as frictionless as possible. It’s only with an integrated approach do you get the optimal outcome.