Congratulations on winning Most Effective Agency at the 2020 Performance Marketing Awards! Tell us about your campaign and winning this award?

We are delighted to have won Most Effective Agency. We founded TIPi Group as an independent alternative to the big agency networks with effectiveness at its core, so to have beaten such a competitive field to win this accolade is really satisfying. It shows that we haven’t lost sight of our goals and encourages us to keep pushing on with our relentless pursuit of delivering exceptional ROI for our clients.

How did it feel to know that the industry helped support you to get this award?

It feels fantastic. We’re huge believers in the importance of collaboration and knowledge sharing throughout the industry, and over the past few months, the selflessness of companies and individuals has really come to the fore.

The human touch has been a critical element of this year’s entries. How has team collaboration been vital to your campaign success?

As a small independent we think of ourselves very much as a people business. Our agency model (with four agencies working together within TIPi Group) is designed wholly with collaboration in mind – with discipline specialists from all over the digital landscape pooling their knowledge to deliver the best possible results for our clients. When we onboard clients we always ensure that they feel that we are becoming a part of their marketing team; we aim to always be available, accountable, and personable. Ultimately successful agency-client relationships are all about teamwork.

From your experiences, what qualities make an award-winning entry?

From my experience the three core aspects of an award-winning entry are clear strategic thinking, relevant and contextualised results, and a powerful and cohesive overarching narrative.

Lastly, what’s your take on the PMAs as a necessary vehicle for driving the performance marketing industry forward?

The PMAs are a fantastic vehicle for progression, they enable us to celebrate all that is good about our industry whilst encouraging us to learn from each other.

Catch up with all the winners from the 2020 Virtual Performance Marketing Awards.