Goodale is a veteran in a competitive industry and no doubt many consider him to be the “Mario Andretti of One-to-One marketing”. Along with managing partner Amy Watson, and creative directors Drew Ayers and Stu Hinds they form a formidable team that embodies that classic Andretti quote:
“Desire is the key to motivation, but it's determination and commitment to an unrelenting pursuit of your goal – a commitment to excellence – that will enable you to attain the success you seek.”
And success for Goodale is a way of life. His company has been producing award-winning work for clients as varied as Foodstuffs, Lotto, ITM, Farmers, and Stuff, and the company was purchased by Clemenger Group in 2013.
JustOne is a hive of activity. “If everything seems under control, you're just not going fast enough” – another Andrettiism – and while there is a lot of chat out there in the market about how things change, JustOne’s perspective is that among the babble it continues to do what it was doing years ago, just on a broader, more complicated scale.
“The fundamental vision was always around data-driven marketing, with the first client [online retail store] Ferrit,” says Goodale.
The company came about when he saw a gap in the market while running an agency called Tequila, which was part of TBWA.
“…that’s when digital was really starting to come into its own. We could see good opportunity as some agencies were getting excited [about digital] but forgetting about mail, which at the time was still incredibly important,” he says.
He says the plan was to put another direct offering into the market and “be unabashedly focused on 1-1, whether mail, email, whatever, but always leveraging data smartly.
And that determination and passion has paid off, most recently with its showing in the latest edition of NZ Marketing magazine.
In this Agency issue, the trend of marketers choosing to work with agencies that suit their specific needs and projects was discussed and investigated. The Specialist Agency Perceptions Study, conducted by Tangible Media and TRA, questioned 75 marketers and 93 people agency-side about the performance of different agencies.
Respondents were asked to name agencies they were hearing good things about, with JustOne coming out on top as the direct marketing agency respondents were hearing good things about when unprompted. The agency was also perceived as being on the way up when respondents were asked specifically about it.
“We’ve been around for 13 years so to still be seen on the up is nice. That’s a long time for a small-ish agency,” says Watson.
The results sit alongside findings that marketers are looking for experience, expertise, understanding of business needs and creativity in direct marketing partners.
Like a successful Formula One team, JustOne’s success can be put down to teamwork and recognition of the importance of specialist talent. “It’s critical,” says Goodale. “It’s hard to find, and important to nurture. We work really hard to maintain a consistent team of experts across all disciplines (planning, account management, creative, data, production) because these are not easy skills to replace in our world.”
Watson concurs: “In terms of strategy, and how to solve people’s problems, the team shines with its experience. The type of projects JustOne works on are not the type that can often be passed off to an account manager.”
Goodale says it was great to have the recognition, and to see in the survey that the key thing marketers look for in a direct marketing agency was experience and expertise, which is what JustOne offers, illustrated by work often coming its way without a pitch.
“We’ve always focused on being experts and being very distinct from a generalist agency…our secret sauce is that extra bit of understanding of how to make the most of whatever, be it systems or communications channels in that one-to-one space, for instance, that’s how we can make emails dynamic rather than just a static delivery of information.”