D3 flips the script with new campaign By Example

Independent data-driven media agency D3 has launched a new campaign – not for a client, but for itself.

The campaign, By Example, is lighting up digital billboards across Auckland, Wellington and Christchurch this week. The omnichannel campaign features D3’s media strategy as the key message.

D3 co-founder Alex Radford says: “’By Example’ is our credentials in action. No industry back-pats, no shiny statues – just strategic, creative, results-focused media thinking on full display. We’ve always believed our client work should speak for itself. Now, we’re doing the same for our own brand.” 

Take your media off autopilot

Phase one of the campaign kicked off this week. It includes digital out-of-home (dOOH) creative running during peak commuter hours across large-format billboards, bus shelters, and domestic airports, backed by paid search and social. 

The headlines include: “TAKE YOUR MED³IA OFF AUTOPILOT” and “MEDIA AS EASY AS ABCD³”.

Ads have been timed to reach senior marketers during high-traffic commuter windows (7-9am and 3-7pm) in Auckland, Wellington and Christchurch CBDs. The plan was informed by D3’s proprietary audience technology, ensuring maximum visibility among decision-makers. 

Flipping the script

D3 co-founder Richard Thompson says: “We’re flipping the script on how agencies build awareness. Awards don’t build brands. Smart, data-fuelled media does. And if we can do it for ourselves, imagine what we can do for you.” 

Phases two and three of the campaign, set to roll out in early 2026, will dive deeper into the agency’s full capabilities, including marketing automation, B2B strategy and advanced AIO and SEO thinking. 

“This is just the beginning,” says Radford. “Over the next six months we’ll be showcasing the full stack of what we do – all the smarts, data, creativity and performance our clients trust us to deliver every day.”