During my time in the media industry, I’ve often been asked about the benefits of engaging a media agency and when should a business consider taking this step. In my opinion, the answer to the question really does depend on the size of a business, their overall objectives and the key marketing challenges they are looking to overcome.

Today, the media industry is moving at warp speed, becoming more diverse and fragmented than ever before, making it harder and harder for marketers to keep abreast of the changes and opportunities in the market.

As a result, businesses are encouraged to continually look for new, strategic and innovative ways to forge meaningful connections with their consumers and the various target audiences they wish to influence.

If you have considered working with a professional media agency in the past but have been hesitant to take that step, you are not alone. We hear from many companies who are unsure if they are large enough or ready to work alongside a specialist agency. As such, we’ve outlined three key considerations for you. If you are nodding your head while reading this piece, it could be time to engage a qualified media agency.

1. You have a robust marketing strategy

While advertising is a very important part of your overall marketing activity, it isn’t the full story. In fact, without a clear marketing strategy outlining your broader business goals and detailed action plan on how you’re going to achieve them, you might fall short of expectations once your campaign is live and up and running.

At Freshlime, we love working with organisations who have nailed down their campaign messaging and have a good understanding of the various target audiences that they wish to attract. Understanding these fundamental factors gives an agency an initial opportunity to formulate a strategy built around securing the right mediums, placements and ad formats to reach and engage the right target markets.

If you have a strong marketing strategy in place, chances are you’re ready to engage the services of a media agency.

2. You don’t have time to manage your advertising efforts

The fact is, managing all the advertising requirements for a business takes a lot of time, effort, knowledge and a deep understanding of the media landscape.

Dealing with all the various sales people and reps from different media organisations, along with deciding on the best proposals and making sure that all creative assets are in place, can be a full-time job. In the end, there literally be hundreds of hours spent on phone calls, emails, in-person meetings and research.

It doesn’t stop there, either. After the careful planning, and subsequent implementation of a campaign, there’s ongoing monitoring and adjustments that are often required to be made in order to maximise the success of your media spend.

You may think the hard work ends there, but often what’s missing is a full post campaign report, which working with a media agency, is a key deliverable.

If you find yourself in the situation that your ongoing media requirements have become too big a task to be handled internally, then perhaps it’s time to call in the professionals.

3. You’re Not Sure How To Best Spend Your Advertising Budget

Here’s the thing. Nowadays, there’s a million ways you can spend your advertising dollars. You can invest in all traditional media channels such as free to air tv, subscription tv, radio, print, out of home, cinema OR head down the digital and social media paths. But the question is always, what’s the best avenue to invest in that will generate the greatest results and ROI?

That’s where Freshlime can help.

We’re an independent, boutique professional media agency with over 15 years industry experience. If you tell us you want to capture young professionals, we understand their consumption habits, which medium has the highest conversion rate for that demographic; all backed by intelligent insights and the latest market research.  

If you aren’t sure how to spend your advertising budget, the time has come to speak to a media agency who does know.

At Freshlime, we specialise in creating custom-made, integrated advertising campaigns for the clients we represent.

Without further ado, we’d like to introduce you to your Advertising Agency in waiting.

As we move closer and closer to our 13^th year, we’re delighted to announce our new and improved website and with it, a refreshed logo design!

Introducing, Freshlime’s 2017 logo:

Over the past 12 years, Freshlime has continued to evolve within, and adapt to, the ever-changing media landscape, both in Australia and on a global scale. Since then, the business has continued to move from strength to strength as a boutique media planning and buying agency.

The logo, as such, seeks to communicate this evolution.

Stylised by elements of prosperity and growth, the new logo reflects a new era for the agency, one that better represents our core values, what we do, and how we operate. This meant finding a brand identity that communicated a sense of organisation and professionalism, without sacrificing the perception of friendly, approachable service.

Whilst reluctant to depart from the hand-drawn lime that saw us through from 2008 to 2017, we couldn’t help feel it was time to modernise our ‘look’, symbolising our move toward a stronger, stand-alone entity.

Titled “Greenery”, the logo’s colour was voted PANTONE’s most popular colour of 2017; expressing an emphasis on rebirth, reinvention, and reinvigoration.

 

“Bringing forth a refreshing take, Greenery is a tangy yellow-green that speaks to our need to explore, experiment and reinvent. Illustrative of flourishing foliage, the fertile attributes of Greenery signals one to take a deep breath, oxygenate and reinvigorate.” – PANTONE 

 

Further to this, the logo’s colour identifies a stronger focus on continued learning, as we strive to educate both our team and clients on the latest and greatest media trends, insights and technologies sweeping the industry.

The visual elements of the typeface represent a step forward for the agency, comprising a modern, lower-case font, disparate from the thin capitals that embodied its predecessor. Interestingly however, the replacement design doesn’t stray far from the appearance of Freshlime’s original logo design from way back in 2005…

Freshlime Logo: A History

2005 – The Psychology of Colours

When Freshlime Media first launched in March of 2005, the ‘psychology of colours’ and colour ‘emotions’ were taken into careful consideration. Expressing the company’s three core brand attributes: health, freshness and growth, lime green was selected to pioneer the Freshlime brand. As such, lime gradients were chosen as the background theme, whilst white and grey lower case font was decided upon for the name itself.

Thus, a brand was born, and Freshlime Media’s ‘fresh’ approach to media and marketing was underway.

2008 – First Logo Refresh

A slight logo refresh came about in 2008 when we decided to capitalise the name ‘Freshlime’ in our internal and external branding; showcasing our confidence as an established media agency.

Alongside the name, a collective of hand-drawn lime outlines formed part of the refresh, making its way into our final logo design.

Meanwhile, it started to become apparent to us that clients, media suppliers and agency partners were fondly omitting the ‘Media’ of ‘Freshlime Media’ more and more.

2012 – Dropping the ‘Media’

It wasn’t until another 4 years had passed before we decided to drop the ‘Media’ altogether. The people had spoken, and henceforth, we were known as simply “Freshlime”.

Throughout this period, our core brand colours of lime green, white and charcoal endured, with an additional colour palette of variations introduced for a number of different uses, both internally and externally.

Having simplified the name, we also decided to strip back the hand-drawn limes into a single image. This was thought to streamline the face of our brand, mirroring our consolidated approach to media planning and buying.

By this stage, the name ‘Freshlime’ had been adopted by all external business partners in the market, both locally and nationally; building with it, a strong presence as an independent, boutique media agency.

2017 – The Present Day

Bringing us back to 2017, the visual arrangement of the letters closely resembles that of our original look and feel, apparent most prominently in the typeface selection.

However, perhaps most notable of this year’s logo refresh, is the absence of the hand-drawn lime. As difficult as it was to let go, it was a unanimous decision that the modernist appearance of the updated typeface was strong enough to stand on its own two feet. And despite the similarity in appearance to that of our original look, our growing list of beloved clients, strong reputation, and continued search for improvement is a testament to just how far we’ve come since our humble beginnings in 2005.

Share your take on our new and improved look by commenting below, or by visiting our social channels here: Facebook, Instagram, LinkedIn.