In the fast paced world of agency life, it’s incredibly easy to get swept up in the ‘next’ - the next campaign or the next launch. But if my time in this industry has taught me anything, it’s that sustainable growth isn't built on a series of disconnected moments. It takes partnership rooted in trust, shared ambition, and most importantly the courage to have real commercial conversations.
The most successful client partnerships I’ve led have never been transactional. They don’t function on a ‘supplier and client’ basis. Instead, they are grounded in a shared understanding of what success actually looks like. Whether I’m working with a corporate, a scaling SME, or a community organisation, the sentiment is the same: they don’t need another supplier. They need a partner who treats their commercial challenges as their own.
The foundation of commercial thinking
A great idea only matters if it delivers a measurable outcome. Commercial thinking isn't a ‘value-add’ or an optional extra; it is the foundation of the work. Every dollar invested must work harder, deliver clearer value, and contribute to a larger strategic picture.
At Plato, when we approach a new opportunity, we’re not just focused on what we’re creating. We ask:
- Why are we doing this now?
- Who is the audience that truly matters?
- What commercial outcome will define success?
A client we worked with recently, a global automotive brand entering New Zealand, needed to build awareness for its new compact SUV while driving test-drive activity through its dealer network. As a relatively new player in the market, the brand required a strategy that would not only deliver immediate leads but also set them up for sustainable growth in a competitive segment.
From the outset, we embedded commercial planning into campaign development, ensuring all marketing activity aligned with long-term business objectives. This included setting realistic lead targets, defining high-value audience segments, and identifying the most efficient channels for both reach and conversion.
By balancing reach, efficiency, and high-intent demand, the campaign delivered full coverage of the target audience and generated thousands of leads, exceeding monthly expectations. Crucially, embedding commercial conversations early meant the brand was set up for ongoing success, with marketing decisions tied to both immediate results and long-term market growth.
No organisation succeeds in isolation. I believe the future belongs to those who are willing to collaborate, question assumptions, and have open conversations about both performance and potential.
Our aim at Plato is to act as a genuine extension of clients’ teams evolving with them and keeping a sharp focus on tangible business impact. When discussions move beyond the creative brief and into commercial reality, true confidence is built. It’s that confidence, earned through transparency and commercial clarity, that forms the foundation of a partnership designed to last.
