Haydon Bray. Credit: Audience Precision
Audience intelligence company Audience Precision has exited media planning and buying to focus on selling audience insights directly to brands across more than 50 countries.
The Sydney company's pivot removes a conflict that had prevented it from working with brands whose agencies competed with its media division.
Haydon Bray, CEO of Audience Precision, said the media business had become a drag on growth.
"We have made a decisive strategic move, exiting media planning and buying to focus entirely on what we do best, Audience Intelligence,” he said.
“Media has become an increasingly difficult business, with tighter margins, more competition, and less room to grow. It was also acting as a ceiling on our potential.
“By stepping back from media planning and buying, we can now work with any brand, in any market, anywhere in the world.”
The company targets regional brand headquarters managing multiple markets, offering three core products. Identikit, a customer profile snapshot; the Marketing Game Plan, a strategy tool for CMOs; and the Strategy Playbook, a tactical guide for brand and ad managers.
All draw on audience data across more than 50 countries and can integrate a client's first-party CRM or loyalty data.
Clients span music, entertainment, retail, FMCG, health, tourism and luxury sectors, with white-label agency partnerships also in the mix.
"Our focus is singular: giving brands the intelligence they need to make smarter decisions, faster and more affordably than they ever thought possible,” Bray said.
“The results speak for themselves. Budgets are working harder, strategies are sharper, and turnaround is measured in days, not weeks or months.”
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