EightyOneM

Full Service Media Agency

OVERVIEW
Introduction

EightyOneM is a full-service media agency that gives context to brands. We marry insights generated from numerous data sources, including DOT loves data, with the ideas and design of EightyOne; Wellington’s largest independent creative agency.

In short – we add power to beautiful creative.

campaign outcomes
Our offering
  • Media strategy
  • Research & profiling
  • Channel planning & placement
  • Performance reporting
  • Advertising media training & audits
  • Media trends analysis
  • Media landscape presentation
  • Workshops & facilitation
  • EightyOne Media offers services that are registered with the MBIE Management Capability Development Fund

Start with good data

Our “data-collision” approach combines your data with population data, helping us scale and prioritise segments whilst understanding the real picture. With DOT loves data in our toolkit, we are also uniquely placed to help clients embrace first-party data strategies in the post-cookie world.

Add creative thinking

We are entirely outcomes driven. We challenge media conventions and aren’t distracted by vanity metrics, remuneration bias, or the tension between brand and performance. We consider media solutions from all angles. If it moves the right needle, we do it.

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Change the world

Our strategy and planning adds power to your creative, changing your world. At the same time, we exist to make the world a better place. A proportion of everything we do goes back into the community.

Women’s Refuge – Safe-Night-a-thon

Our results-led approach drove our strategy on the Women’s Refuge Safe-Night-a-thon campaign. With only ten days to hit our target of 10,000 donations, we built a digital campaign that tested multiple channels, formats, and messages so we could quickly find what drove the highest donation rate and optimised our spend accordingly.

Fortinet Rugby Championship

The 2021 Fortinet Rugby Championship required agility due to the COVID-enforced match schedule changes. Within a week’s notice we deployed a campaign to attract fans back to Eden Park for the first ever back-to-back All Blacks fixture. Through a combination of results-led targeting and fresh creative messaging we achieved our target.

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Grant Maxwell is the founder and Director of EightyOneM. After starting his career client-side in both the public and private sectors, he has since spent almost a quarter of a century working with agencies, helping brands grow.

Most of this time has been spent in and around advertising media, helping brands navigate the increasingly complex advertising scene. While consumers remain living, breathing, emotion-driven humans who continue to respond to well directed, insight-led communication, the media scene bears little resemblance to the one Grant encountered when he first started.

No longer does the tried and true reach and frequency based approach to advertising placement stack up. Grant is known for saying “No company ever has put in its Statement of Intent that in next year they plan to increase reach by 10%, or TARPs by 30%”. So why do we force this kind of currency upon them?

Grant’s focus is measuring what matters to clients, and being accountable for every dollar that is spent against those metrics. This is a founding principle of EightyOneM.

"Working with EightyOne Media has been a breath of fresh air.  Their experience and understanding of our sector is helping us to make significant steps forward in our recruitment approach and thinking.”

NATALIE WARREN, WESTERN INSTITUTE OF TECHNOLOGY AT TARANAKI
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Working in Partnership with Māori