April Ford takes investment fund approach and appoints Gemma Graye as chief investment officer

April Ford has entered 2023 by doubling down on its commercial focus by appointing Gemma Graye as chief investment officer.

The Queensland-based digital advertising agency has taken industry first steps in appointing its own chief investment officer (CIO), drawing inspiration from the financial services community.
 
In a renewed commitment to the responsible management of clients' advertising budgets, the digital advertising agency has drawn on the similarities between the two sectors, with both managing large sums of clients' money through teams of analysts and traders. Appointing an internal CIO to oversee all such investments made perfect sense.

Brendan Ford, managing director, said: "Our clients are not dissimilar to investors or shareholders, all seeking above market returns on their money. Whilst we're keeping true to our creative roots, we've gradually stacked our teams with analysts and traders to complement the creative and achieve the results clients are expecting. It's taking the investment bank approach to digital advertising."

Digital advertising is often seen as a dark art however, the truth is not as mysterious as one might think. Advertising placements are traded worldwide on platforms called Demand Side (DSP) or Sell Side (SSP) platforms, similar to those used to trade equities, options, and currencies.
 
Traders are constantly analysing opportunities relevant to client mandates. Unlike other agencies, April Ford again has thought out of the box by operating strictly to an 'investment thesis'. One designed over time to ensure the highest possible return on advertising campaigns.

Having spent close to two decades in media buying and digital advertising, Graye's elevation through the industry is a story all on its own. Based on the idyllic Sunshine Coast in Queensland, it was her return from maternity leave for the second time that Graye made the move across to April Ford in 2018.

The family-positive work environment ensured Graye's career progression was supported, culminating in her recent appointment.

In an industry overrun by loud, often outrageous advertising claims by digital agencies, this structured, analytic and investment focused approach is sure to ruffle some feathers.
 
Graye said: "Advising where and how clients should be spending their advertising investments is analysed through data-driven advertising strategies, designed to maximise each client's return on investment while driving long-term growth."
 
As brands and organisations adjust to a higher rate environment where growth is harder to come by, advertising agencies like April Ford have acknowledged the need to evolve to keep pace with this changing market and maintain a competitive edge. Something welcomed by its clients.

-

Top image: Gemma Graye and Brendan Ford