Power pack 31ST:SECOND is one of Australia’s leading independent agencies, specialising in shopper, promotional and experiential marketing. The 2012 winner of AdNews Small Agency of the Year, it has been a huge success for founders Adele Te Wani and Rachel Egan. We asked them to share the story of that success for our Power Pack…
What’s behind the unusual name?
We often get asked this question! The marketing communications landscape is ever evolving. The web, smartphones and social media have changed the way we communicate to audiences meaning the 30 second TVC is no longer the ‘holy grail’ of marketing communication that it once was. Shopper marketing, promotional marketing and experiential marketing are key marketing communication disciplines. That’s where we come in. We go beyond the TVC to influence consumers, so that’s why we are the power pack 31ST:SECOND.
What prompted you to start the business?
We worked together at a previous agency where we were not only integral members of the senior management team but also the three of us were good mates that forged a great working relationship. Like all great adventures, 31ST:SECOND was conceived one night over drinks. Ultimately, we wanted to have an awesome agency that we would be proud of by doing it our way, working with great people, creating standout work and enjoying ourselves along the way.
What approach did you take to stand out from the rest?
Being just an activations agency isn’t enough. We live in a participation age, where people aren’t just ‘consumers’ or ‘shoppers’. We seek deeper brand engagement in the 31st second. We believe in the power of participation. Creating ideas that bring people and brands closer together. We create ideas to inspire people to think, feel and react.
What have been the biggest challenges?
The biggest challenges would have to have been starting the agency during the GFC (although we used this to our advantage), learning how to run a business when it wasn’t our core skill, management of people don’t they say “people = problems?”) and stepping back from the day-to-day (the stuff we love and are great at) to run the business.
What have been the high points or rewarding aspects?
We have had some truly amazing high points however winning AdNews Small Agency of the year in 2012 was definitely at the top of the list. Turning five has also been a major milestone and one we are extremely proud of, as well as growing year on year beyond our expectations. Above all we have remained true to who we are and what we stand for.
What 3 things would you tell women going into business or a career?
- Develop a thorough Business Plan before you commit
- Hire staff that offer a different skill set to you so you can continue to learn and develop
- Believe in yourself and just do it! If you don’t you will regret it. Live with no regrets!
Rachael Egan and Adele Te Wani co-founded the 31ST:SECOND brand activation agency in 2009 and have grown the business to an annual turnover of more than $10 million. With a client list that includes iconic brands such as Campbell Arnotts, Bacardi Lion, Nestlé, Taubmans, The Wrigley Company, Twentieth Century Fox and Unilever, 31ST:SECOND is now recognised as one of Australia’s leading and independent brand activations agencies.
