Today we announced the acquisition of The Project Factory, our 3rd in 14 months. The business of acquiring other companies has been a huge learning curve, an eye opener and any other cliché you’d like to throw in there.
But what unites all these disparate elements are a company vision and culture which allows us to attract talent and incorporate it into our structure. We strive at Way To Blue to create a culture that is about collaboration, integrated services, autonomy and flexibility. We want to innovate and we want to disrupt. Our business is about moving forward and our goal to truly integrate owned, earned and paid is coming to fruition with the recent announcement of our Paid Media department.
So looking forward, this is what excites me most about our new partnership with The Project Factory:
We are trying to do something different in the ever emerging TV and broadcast sector. With everything underpinned by smart research and standout creative, we are able to offer a fully rounded comms solution to a very traditional and at times stagnant market. The fundamental reason behind this is the sectors inability to be global given the local transmission rights issues (HBO in the US, Sky Atlantic in the UK for example). So our global footprint matters less in this world. What matters more is our ability to combine all forms of PR (offline and digital) with an end to end social and influencer solution. TPF allows us to boost our TV social and creative offering, not to mention a more immersive extension of TV brand properties in the dark periods between transmission.
As an entertainment specialist business, we are forever doing what we can to deliver better value in the industry we specialise in. It’s an industry we admire, love and respect and its the reason why many of us get out of bed in the morning. We are an ambitious business too and we believe we have solutions that can easily port to other sectors and we have evidence of that being the case. Working with brands such as Red Bull, Bacardi, IMAX and Mattel we are delivering value through our knowledge of entertaining content and how to cut through. TPF’s experience of working in the likes of healthcare, publishing and the public sector allows us to extend this narrative into other industries and we are truly excited about that.
Growth for our business is about products or services, sectors and of course markets. With 9 territory offices around the world, an ability to deliver central or local campaigns in 25 markets and a global view that is designed to increase consistency and decrease duplication of ideas and cost across multiple territories, we have spent a lot of time, money and energy building both a global and local business (2 very different things). Way To Blue has been in Australia for 5 years now and it’s a market we believe in and see huge opportunity. TPF has a bigger footprint in that territory than we do so we can truly solidify our business objectives on the ground and deliver further opportunity both in the entertainment sector and beyond. In Jennifer Wilson, we believe we have found the right leadership, cultural fit and strategic thinker to move our business forward across the wider TPF Group
We are very much looking forward to welcoming our new team members to the Way To Blue family. 2016 promises to be our best yet.