A Media Revolution Forged in the Realm of Data-Driven Performance

Melbourne, VIC – 9th October 2024

The media landscape is a battleground. Brands are locked in a fierce struggle for attention, vying for a slice of the ever-shrinking consumer mindshare. Traditional media strategies are crumbling under the weight of fragmented audiences, fleeting attention spans, and the relentless rise of digital platforms. In this chaotic environment, a new breed of agency is emerging, one that dares to challenge the old rules and forge a new path. UNDIVIDED is leading the charge.

Born from the DNA of Direct Response Media (DRM), a pioneering performance marketing agency with a decade-long legacy of disrupting the Australian market, UNDIVIDED is more than just a rebrand. It's a new outlook of media.

The Genesis of Disruption: A Visionary's Journey

The story of UNDIVIDED begins with Jonathan Rolley, a marketing visionary with a distinguished career spanning Fortune 500 companies, Australian Radio Network, Channel Nine and digital publishers to name a few. Rolley recognized a fundamental flaw with most media measurements, as they didn’t correlate to success. While metrics like reach, frequency, CPC’s, TARPS and CPMs offered media buyers a way to compare media value, often failed to provide a clear picture of the true impact on business outcomes.

Attribution platforms all have bias, particularly Google Analytics and favour lower funnel products like brand search. What attribution platforms can’t tell you is that these users were influenced 8 months ago from a radio campaign that formed favourable brand memory. 

"We're not interested in simply buying media," says Jonathan Rolley, CEO of UNDIVIDED. "We're here to forge genuine connections between brands and consumers. To do that, we need to move beyond fragmented strategies and embrace a truly unified approach."

Born from the desire to unify marketing in an increasingly fragmented world, UNDIVIDED rejects the outdated notion of siloed media strategies. "It's time for a revolution in media," Rolley declares. "We believe in a holistic approach, where creative and media intertwine seamlessly to forge meaningful connections and drive tangible results."

A Legacy of Data-Driven Performance:

UNDIVIDED's revolutionary approach is built on a foundation of data-driven decision-making. The agency's roots lie in Direct Response Media (DRM), a leading performance agency with over 10 years of experience in measuring traditional media performance with digital metrics.

DRM's founder, Jonathan Rolley, recognized the limitations of traditional media metrics like reach, frequency, and TARPs. These metrics, while valuable, often failed to correlate with actual advertising success. Driven by a desire for more accurate and actionable insights, Rolley partnered with a leading UK agency and a local technology firm to develop 'mediaPULSE,' a groundbreaking technology that measured the digital impact (traffic and conversion) of offline media like TV and radio.

This innovation allowed DRM to bridge the gap between offline and online media, providing clients with a comprehensive view of their marketing performance. By tracking the digital impact of traditional media, DRM could optimize campaigns for maximum ROI, ensuring that every dollar spent was driving measurable results.

DRM quickly gained a reputation for its innovative approach and commitment to delivering measurable results. The agency's client roster grew to include some of the largest banks, insurance companies, automotive brands, and big-box retailers in Australia and New Zealand. Many of DRM's key clients have been with the agency since its inception, a testament to its ability to deliver exceptional results and build lasting partnerships.

Evolving to Meet the Challenges of a Fragmented Landscape:

As the media landscape continued to evolve, becoming increasingly fragmented and complex, Rolley recognized the need for a new approach, one that could address the challenges of shrinking attention spans, rising costs and increased performance expectations from brands. This realization led to the birth of UNDIVIDED, an agency that combines DRM's legacy of data-driven performance with a forward-thinking vision for the future of media.

More Than Just Media Buyers:

UNDIVIDED is not just a collection of media buyers; it's a team of passionate media specialists, data scientists, and creative thinkers who work in unison to maximize ROI. The agency fosters a culture of collaboration, where every team member contributes to the strategic vision. This integrated approach ensures that every campaign is aligned with the client's business objectives and resonates with their target audience.

"We believe in the power of collaboration," explains Rolley. "We're not just media buyers; we're strategic partners who work closely with our clients to understand their business goals and develop customized solutions that deliver measurable results."

This collaborative ethos extends beyond the agency's internal team. UNDIVIDED actively seeks to build strong partnerships with its clients, working closely with them to understand their unique challenges and opportunities. This collaborative approach ensures that every campaign is tailored to the client's specific needs and delivers maximum impact.

Measurement Beyond the Buzz:

UNDIVIDED recognizes the importance of accurate and insightful measurement. The agency goes beyond vanity metrics and superficial buzz, focusing on data that truly reflects the impact of media investments.

"All measurement platforms have limitations or biases," says Rolley. "It's important to understand these limitations and use a combination of approaches to get a complete picture of media performance."

UNDIVIDED has invested heavily in cutting-edge technology to measure media performance across all channels. This includes:

• Accelerated MMM: Going beyond traditional MMM to understand the true impact of media investments, factoring in creative elements and other variables that influence consumer behaviour. This allows UNDIVIDED to provide clients with a more granular understanding of how their media spend is contributing to their business goals.
• Advanced Attribution: Uncovering the complex customer journey and optimizing spending across all channels, providing a clear understanding of how each touchpoint contributes to conversion. This granular level of insight allows UNDIVIDED to optimize campaigns for maximum efficiency, ensuring that every dollar spent is driving conversions.
• 24/7 Incrementality: Continuously testing and refining campaigns to ensure every dollar drives incremental growth, providing real-time insights into campaign performance and allowing for rapid optimization. This constant monitoring and optimization ensure that campaigns are always performing at their peak.

Unlocking the Power of Memory:

UNDIVIDED doesn't just measure media; it decodes it. The agency pioneers a unique MEMORY program that delves into the very heart of consumer perception, unlocking the secrets of memory formation and brand recall.

This groundbreaking approach stems from the CEO's own profound experience. At the age of 18, he was diagnosed with a life-threatening brain tumour. This life-altering event ignited a fascination with the intricacies of the human mind – its psychology, its susceptibility to influence, and the very mechanisms of memory. Over the past decade, he has collaborated with leading neuroscientists, creative directors, and neuro-analysis firms, dissecting the very fabric of advertising to understand how it shapes consumer behaviour and etches brands into memory.

Imagine optimising your creative not just for clicks, but for genuine resonance within the consumer mind. This is the power of UNDIVIDED. "We can literally peer into the minds of your customers," explains Jonathan Rolley. "We can identify the precise moments within your ads that trigger memory formation and brand encoding. We can even optimize your creative to maximize both memory impact and response rates."

This is not science fiction; it's the future of advertising. UNDIVIDED empowers brands to transcend the limitations of traditional measurement, forging deeper connections with their audiences that resonate on a cognitive level.

UNDIVIDED’s memory consists of the following:

• Attention Metrics: Measuring what truly captures attention and drives engagement, going beyond clicks and impressions to understand how consumers truly interact with media. By understanding how consumers engage with media, UNDIVIDED can optimize creative for maximum impact, ensuring that messages resonate with the target audience.
• Neuro-Encoding and Neuro-Analysis: Understanding how audiences perceive and remember messages at a neurological level, providing insights into the cognitive processes that drive consumer behaviour. This deep understanding of consumer psychology allows UNDIVIDED to craft messages that are not only attention-grabbing but also memorable, ensuring that brands stay top-of-mind with their target audience.

A Call to Action:

In a world of fleeting trends and fragmented strategies, UNDIVIDED offers a refreshing alternative. The agency's unified approach to marketing, combined with its cutting-edge technology and deep understanding of consumer behaviour, positions it as a leader in the evolving media landscape.

"We believe in the power of data and creativity to drive exceptional results. Attention is Fleeting. Memory is Forever. Sales is Success. We deliver. All three. In Full. Embrace the future of media with UNDIVIDED."