David, tell us about Performance Marketing.

I run marketing activities for Agent which deliver measurable results for clients, such as increasing sales or generating enquiries. In performance marketing, we use data to inform decisions, optimising campaigns to maintain the best possible results. 

Talk us through a day in your life at Agent.

No two days are the same, but they often start with a morning coffee and firing up Google, Facebook, TikTok, LinkedIn and other platforms to ensure our advertising campaigns are on track. We have lots of campaigns running concurrently so it is important to keep a close eye on them. Most days I’ll be planning upcoming activities and arranging client report meetings to discuss performance. 

What is the recipe for creating a huge campaign?

Our clients are competing for people’s attention, so it’s important to get to know their company on a deeper level, including the sectors they operate in and what makes them stand out from the crowd. My colleagues in our strategy department at Agent provide this insight initially, as it can make a huge difference to performance if communicated effectively from the outset. It is then a case of becoming fully integrated within each campaign to supercharge them to their full potential.

 What is your most memorable campaign highlight at Agent?

Agent has been working with the Road Haulage Association (RHA) for several years on their marketing campaigns. In 2023, our online advertising campaigns delivered over 3,000 conversions and a return on investment of over 400%. We’re proud of these results and it’s transformed the way RHA go to market. 

What are the toughest challenges you face, and how can you overcome them?

Performance marketing requires clients to commit to spending budget on digital advertising, which can be daunting if they’ve never done it before. It’s our job to present our ideas in a rational way and ultimately win their trust, then repay that trust by delivering tangible results. Agent understands the importance of keeping clients on track to achieve their goals. This is made so much easier by the depth of expertise available to us at Agent, from strategy to 3D animators and social media experts. This allows me to focus on delivering results while nurturing and tailoring key messages and wider business plans for each client.

What is a fresh innovation in performance marketing that excites you?

Platforms are constantly changing - there’s always something new to try! Google is a perfect example with their recent changes in analytics and tracking so I’m looking forward to seeing what else changes and how we can utilise fresh opportunities. If we stay ahead of the competition, our clients do too! 

How do you keep your skills sharp?

LinkedIn is a great place for keeping up to date with industry developments. There are lots of performance marketing specialists sharing advice and best practice. Google, Meta and LinkedIn all offer free training courses which can be useful, particularly if you’re just starting out in digital advertising. At Agent, we are on the front foot with new insight technology to ensure our clients are ahead of their competition. We are always looking at ways to improve, both individually and as a business. 

How do you join forces with your Agent colleagues?

Performance marketing is a team effort, definitely! For campaigns to perform well, we require insight from strategy, eye-catching visuals from creative, efficient landing pages from digital, and strong copy from communications. We’re constantly refining and shifting our approach, collaborating with other departments to ensure we get the most out of our campaigns.

What are your ambitions at Agent?

 I am excited to continue growing the performance department and delivering great results for clients. We are constantly looking for ways to refine ourselves, and with our reporting styles becoming more and more detailed at Agent, we can offer a greater return on investment than ever before! I love to work with companies who are looking to invest in performance marketing, so if you’re interested, let’s grab a coffee!