AGENCY PROFILE


The Future Is Transparent


Davina Dunlea, Co-Founder and CEO at Chalk Global, talks us through the award-winning agency’s mission statement- and why transparency is the key to driving sustainable and ethical business.


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aunched in January 2013 in Google Campus Shoreditch, our core mission as a planning and


buying agency was to drive direct response KPIs from social channels. From these beginnings, we quickly evolved our offering, applying the same smart, hyper-granular targeting across the full digital spectrum, from PPC all the way to awareness channels such as digital out of home advertising and programmatic TV. Attribution modelling has always sat in the centre of our planning, and we operate agnostically with all partners in our technology stack, to ensure the best solutions for our clients. There is no ‘black box’ technology. We thrive on transparency, and our practices reflect this; from the very start we have used the best possible verification tools to ensure our clients can see not just where, but also how their campaigns are being served. Our demand for transparency means every single campaign is run in-house under the watchful eye of our ad operations teams. There is not much love lost between Chalk and managed serviced platforms! We hit the sweet spot for our clients; meeting KPIs, but ever mindful of protecting our brands against consumer turn-offs. Aggressive retargeting tactics, where we generally see that 95 per cent of those conversions would have happened anyway, won’t be found in any of our campaigns. We don’t like wastage, and in line with our traditional ethos, every touchpoint with a consumer is valuable! Retargeting is still a key strategy we have in play, but let’s just say we let the brand police sleep well at night.


TIMELINE OF AWARDS


Best Digital Marketing


Campaign for The Children’s Society at the Digital Media Awards 2013


Best Fashion eCommerce for


Warehouse at the eCommerce Awards 2014


One of the youngest agencies to be


accepted by the IPA


Best Creative Business at the London Loves


Excellence Awards 2015


Top 10 Agency in The Drum Independent


Agencies Census 2015


2 awards & 4


nominations in the Online Retail Awards 2016


Top 30 Agency in the


Recommended


Agency Register 2016


Open Manilla and Kiev operations


Top 10 Elite


Agency in The Drum


Independent


Agencies Census 2016


2017 going for our Gold Accreditation with the IPA (top 10% of members).


Chalk Global 186 City Road, London EC1V 2NT chalkglobal.com @ChalkGlobal hello@chalkglobal.com


From the very start, we have established ourselves as a competitive force within the industry, and in our first two years, we picked up our legacy clients; Clarks, Boots, Warehouse, The Children’s Society, Radley and LighterLife. It was our global programmatic campaigns for Amazon, Kia, Levi’s and Ask.FM, however, which paved the way to working with the International teams at Universal Music, Belstaff and Swarovski. 75 per cent of our planning and buying is now out of the U.K, and our agile, multi-layered technology stack ensured a fluid transition as we moved into the global space. We are now capable of reaching 95 per cent of all online inventory. Our candidness and transparency has made us the agency of choice across a swathe of industries; working with fashion, luxury, entertainment, lifestyle, FMCG, technology and automotive brands. Whether we are running a seven figure global campaign, or a shoestring budget for a start-up, our approach remains the same. We thrive on solving business problems, and take personal pride in working with start-ups and businesses that are new to digital. We excel at joining up the dots for all our clients, but when you know every penny will fundamentally impact the bottom line? That’s what we live for at Chalk.


51 issue 30 summer 2017


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