Peter Scott

What set you on the road to where you are now?

Spreadsheets. I’m a big fan of Excel and Google Sheets. There is a ton of data to analyse in digital marketing, and I love working in Google Ads for that reason . It's effective, provides transparent results, and offers data that can be used across all channels . I’m biased, but it’s the best marketing platform for targeting the entire funnel.
 

As a co-owner, what does being part of an employee-owned trust actually mean to you?

Confidence in the future. Now that we are employee-owned, I don’t have to worry about the typical scenario for independent agencies, which is being acquired by a holding company. It feels like everyone is rowing in the same direction and working for each other. We have far more agency as co-owners, which allows us to innovate and adopt new technologies much faster than the competition.
 

What's the biggest thing most brands are getting wrong with their ad budgets right now?

Accounts that integrate business data into their paid search campaigns see significantly better results. Google’s bidding algorithm can leverage profit margins, customer data, and CRM integrations to optimise for real business goals, such as profit, new customer acquisition, or SQLs. Incorporating business data into your strategy gives you a competitive advantage.