Why this marketing and creative chief switched from global brands to local startup

How this former agency creative chief is working to build a startup brand

When you’re used to working with global brands and massive budgets, trading all that in for the tight constraints of a startup might seem like an exercise in masochism.

For former Publicis Mojo co-chairman and chief creative officer, Craig Davis, sea-changing his career to an Australian-born startup has given him a new perspective on marketing and brand building.

Davis left the luxury of big agency in life 2013 after a career that had seen him launch Vodafone’s 3G network in Europe, Internet portals in China, and energy drinks for Coca Cola. In 2014, he teamed up with technology entrepreneur, James Chin Moody, to become co-founder and CMO of the parcel delivery service, Sendle.

“Our purpose is to help good business take on big business, with parcel delivery that is simple, reliable and affordable,” Davis says. “And we are doing that by unlocking infrastructure that has been sitting there for a long time, but has really only be accessible and designed for the big end of town.”

Sendle isn’t Davis’ first experience with startups, having been previously involved in the creation of the brand reputation platform, Brandkarma, which he founded in 2010 while still working as chief creative officer at Publicis Mojo.

Craig Davis
Craig Davis


Davis says this time around he was attracted by the culture and ethics of Chin Moody and his previous venture, TuShare, and was also drawn in by the chance to create something from scratch.

“And the challenge of trying to do it with a very small team in a category which is dominated by a very large, capital-intensive players was very exciting – to be the David in the David and Goliath story,” he says.

But playing the role of David entails working with David-size budgets. While in his old life Davis might have turned to television and other high-impact, broad-reach channels, to date Sendle has engaged in no paid advertising, and has focused down on three low-cost channels of PR, viral/referral marketing, and partnerships with groups like NRMA, Etsy and the Velocity Frequent Flyer program.

“How you deal with limited resources is you get very specific about how you apply them,” Davis says. “You have to get really disciplined about where you focus your time and attention and not try and do too much.

“We have got fairly good at identifying things that work for us that we can really leverage.”

While the tools might be different, Davis says the key factor in building a brand remains the same – and that is trust. While television was once a proxy for trust due the access it provided to the home living room, Davis says societal trends towards non-linear and multi-screen viewing means that television is no longer as effective as it once was.

Instead, Sendle is relying on metrics such as Net Promoter Score to determine the level of trust it is building with its clients, along with other performance indicators such as cost of acquisition, lifetime value, and churn.

Like many startups, Sendle is built around concepts of rapid testing and learning, with extensive use of AB testing and the ability to gather responses quickly and make intelligent choices. The result is a metrics dashboard that Davis likens to something out of Star Trek.

“For a lot of the time I was in the ad industry, we were working with fairly blunt and imprecise instruments,” Davis says. “It was much more about leaps of faith and much less about measurement and metrics and analytics. That has changed for sure in the last four years.”

Another of the significant changes Davis has adjusted to is the more rapid decision-making and delivery of a startup.

“It is very different from a campaign mentality, which is about freezing time and making judgements and working in isolation and placing big bets,” he says. “That is still the rhythm of bigger businesses, and you just simply have to up the pace.”

And it is an experience he believes would be beneficial to many people currently working in larger agencies or brands.

“This is like an MBA in contemporary digital mass marketing,” Davis says. “The level of discipline and rigour that we are applying is quite extraordinary, and I am sure that would translate into other businesses.”

Read more of our exclusive marketing leader profiles:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in