Murmur Group MD Dave Levett on Managing Successful Marketing Strategies

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David Levett founded independent marketing agency Murmur Group in 2016 after his four-year stint in London with Sky UK.

Levet spoke to Media week on his role as Managing Director, the specialization of the agency, his outlook for Murmur Group in the coming year and his thoughts on IMAA membership.

Levett on creating Murmur Group and being MD

After leading marketing and advertising campaigns for Sky UK nationally, Europeanly and globally, Levett returned to Australia with a wealth of knowledge and insight into what makes a great agency.

“I was working with a lot of big agencies in London, and no one here was really using the way I thought it could be used properly,” he said, revealing the reason for creating Murmur.

Since then the agency quickly grew and cemented many of its client relationships in two key service areas – marketing strategy and media campaign management.

As managing director, he shared that he helps his key contacts at each of their brands achieve their goals rather than immediate campaign goals. Levett also noted that he takes care of many aspects of the business, from fixing their website pages to HR and professional development plans and reviews with his team.

“My team knows I love the sport and I’m tired of using sporting analogies. But I feel like I’m the coach of the team, and it’s them in the park who do all the work. “, he added.

Marketing strategy and campaign planning

As Levett noted, Murmur Group specializes in marketing strategy and media campaign management.

The marketing strategy is executed for many clients on a project basis over three to four months. It involves six key steps – developing marketing strategy, developing qualitative research, qualitative research, strategy and reviewing segmentation, followed by targeting and positioning, and finally, developing brand strategy.

Levett acknowledged that the shift to multi-channel marketing has grown over the past three to four years. He noted that expanding the reach of the agency’s channels has helped them make smarter strategic consumer decisions for brands. This includes advertising on buses, cinema, radio, programmatic display, paid social networks, organic social networks, email campaigns, Reddit forums and Twitter posts.

“Any support a customer of a brand may have with that brand needs to be brought into the mix. Then we want to evaluate it and see if it’s worth it, what the campaign goals are and is it going to help achieve them,” he said.

Major Murmur Clients and Recent Wins

Murmur has worked with over 100 clients over the past six years, starting with small to medium sized businesses to building relationships with large clients. The agency has worked with several clients, including O Cosmedics, Ginger&Me, Capital Brewing Co, Chambers Cellars and Uniti Group.

The agency also has strong relationships with A-League football clubs Western Sydney Wanderers, Sydney FC and Melbourne City FC over the past few years. Levett said, “It’s earned us a number of awards, national and international, for the work we’ve done on these campaigns, and I’m pretty proud of that.”

The impact of the pandemic on Murmur Group and the outlook for the year ahead

Levett noted that the past two years have been tough for businesses and revealed that many of their clients have had to cut spending and marketing budgets during the pandemic.

Despite this, Murmur performed well as a company – it did not lay off any employees and no one took a pay cut.

The managing director said: “As the owner of the business, I thought this was the right approach. I knew there would be light at the end of the tunnel, and I thought if I supported my staff here, then they would do a great job. I didn’t want anyone to miss it, and that faith was rewarded.

Levett called the company emerging well from 2020 a proud moment. “He’s probably the proudest. Not only did we get out of it, but we got out of it without anyone having to take a pay cut to take a forced leave. I didn’t have to let anyone go and I think that was an incredible business outcome for us as an agency,” he said.

Looking to the year ahead, an optimistic Levett revealed a hint of exciting plans for Murmur Group, including customer relationship management offerings for clients. He said: “I think customer relationship management for many brands and businesses is critical to how they grow and interact with their customers.

Murmur also plans to partner with PR and creative agencies through their IMAA membership. Levett said, “We are in the process of negotiating and discussing how we work together as independent agencies to provide a broader service offering.”

About the IMAA

Murmur Group joined IMAA last year, and Levett had nothing but praise for the CEO Sam Buchanan and business leader Rebecca Culson and the association’s work to raise the profile of independent agencies.

The Managing Director shared that he also appreciates the training opportunities IMAA has provided to news agencies.

“[The IMAA] had their Operation Bounce event just recently, and we were featured by Boomtown Media, Val Morgan Outdoor, a huge amount of supplies, and as an agency you always have young staff coming into the business.

“Now I remember I started in an agency; it was my first gig out of college. The training and knowledge you get is paramount to your success. I think IMAA has done a very good job of getting regular training programs. This is the hardest thing as an agency owner, knowing and implementing training for your staff.

Levett added: “IMAA has some fantastic vendors and partners on board with some really informative people coming in to talk to us. It’s been difficult to meet face to face over the past two years, but what they’ve done over the past four months has been great.

“I think there’s a tremendous amount of opportunity for any agency that wants to get involved and grow in a certain area or deepen the relationships they have with partners or vendors, and I think IMAA is a great resource for that,” Levet concluded.

Top Image: Dave Levett

IMAA

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