Men At Work Communications shifts into a digital full service agency; boosts billings by 25%

Screen Shot 2017-05-16 at 8.44.13 am (1).jpgAustralian boutique creative business Men At Work Communications (MAW) has transformed into a digital full service agency, following new business growth. The agency has repositioned itself as the new breed of creative and PR business - the 'Personal Relations Agency'.
The exciting new direction for the business comes as it boosts billings by 25%, adding a range of new clients including Cub Cadet, Wealth Within and Harcourts. Each of these partners has embraced MAW's new digital full service positioning.
The agency's core focus remains creative, content marketing and PR.

Says Adam Mumford (pictured), managing director and founder, MAW: "PR has changed so significantly in recent years. Competitive PR and content agencies need to develop more holistic digital capabilities to properly service clients and leverage content in the digital space."
In recent months, the agency has been beefing up its abilities in creative and digital production, design, SEO, performance media (including paid search and social), UX, consumer insights, influencer engagement and, more broadly, creative business consulting. These capabilities complement MAW's core strengths in content marketing, creative, PR, social media, events and experiential.
Says Mumford: "Traditional PR paints a picture of pumping out stories to the masses, and merely getting a media run or mention is seen as a win. Those days are long gone. Nowadays we need to target specific audiences or consumers and get them to take a desired action. We have to be far more outcome-oriented.
"If we get a mass media run, that's great, but what is the outcome the client actually wants? We need to be thinking about search rankings, paid optimisation, creative amplification, owned content, anything that will leverage the client's message and influence our target individual. Of course, if you can have a bit of fun with it as well, then that's what we're all about.
"We don't like to think of PR as 'Public Relations' anymore because that harks back to the PR of old. Instead we've positioned ourselves as the 'Personal Relations Agency'. We are creating one-to-one relationships using a full service digital approach that combines paid, owned, shared and, of course, earned.
"Does that mean we are going to become a media agency and start buying TV spots, or that we will start producing large scale TVCs? Well, never say never, but that's certainly not our intention here. Instead, we're developing skillsets that fully leverage our clients' content, particularly in the digital space."
The most important part of this evolution, says Mumford, is that it won't change the agency's underlying culture: "We know why clients keep coming back to us. We're enthusiastic as hell and just a little bit crazy. We throw ourselves into every bit of work and that shows in the strength of our client relationships. We're not afraid to try something that's a bit 'out there' or controversial. None of this is going to change."
MAW has experienced stellar growth as a result of these changes.

Jokes Mumford: "We're kicking ass and taking names."

The agency's most recent wins are Cub Cadet, Wealth Within and Harcourts.
American outdoor power equipment giant Cub Cadet has employed the agency to handle full service digital strategy and execution, including video production, media relations and paid performance.
Meanwhile, financial education firm Wealth Within appointed MAW to raise its profile through PR, SEO and social media.
Harcourts Proactive Results, an arm of the Harcourts Real Estate Group, has enlisted MAW's services to relaunch the brand into the Brisbane market through activations and social media.
These recent wins join a stable of clients which include Rhino-Rack, Shimano, Fiskars, Kennards Hire, House of Marley, Blackwolf and Suunto Watches, among many others.


DM said:

Good stuff Adam. Love the new direction and makes perfect sense. MAW just keeps going from strength to strength. Can't wait to see what you do next.

Kramer said:

That image is just freakin me out!

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