Digital Oasis’ Francesco Greco discusses how the pandemic shaped the independent agency

Digital Oasis was founded by Danny Boules and Fady Ilias in 2019, just before the pandemic.

The independent agency offers clients a data-rich, performance-driven digital marketing strategy to help brands and businesses grow.

Managing partner Francesco Greco spoke to Mediaweek about how the pandemic shaped the agency, the rapid growth of the agency and why it joined the IMAA.

Being a leader and mentor to the Digital Oasis team

In the early days of the business, Greco shared that he was very hands-on in setting up the agency and building the team's structure. He also helped with bringing in clients and said that the pandemic was a great time as plenty of brands were turning to the online space.

"Before it was an option, now it's a reality off the back of the pandemic because it's where like, every business needs to be," he added.

As managing partner, he explained that his role focused on building the internal processes and structures, streamlining operations and "bringing all the good parts of a bigger agency into Digital Oasis."

Greco also noted that he uses his industry experience and knowledge to help with mentoring and training the team, particularly in light of the talent shortage the wider industry is experiencing.

The agency boasts a team of 10 - in search, social and analytics - who bring knowledge and experience from big agencies such as Publicis Groupe and Omnicom Group and have worked with big clients including ANZ, Medibank and Mazda.

Danny Boules, France Greco and Fady Ilias

Performance digital marketing and growing client base

Greco noted that Digital Oasis specialises in performance digital marketing, including paid search, SEO, paid social and conversion rate optimisation. While only two years old, Digital Oasis has taken on some impressive wins since starting, including fitness brand Iron Edge and co-working space Creative Cubes.

In recent client wins, Greco noted that the agency focused on smaller businesses, such as Melbourne-based Amazing Grace Flowers, that are looking to grow in the post-pandemic e-commerce space.

Greco noted that the team can also do creative work, such as web design, to assist clients with their output and improve existing work. He said: "It's hard for smaller businesses having that creative side. So, we help make better ads and market the products."

How the pandemic shaped Digital Oasis and led to rapid growth

Digital Oasis experienced a period of growth during the pandemic, particularly as brands shifted online with a focus on eCommerce.

Greco noted that some businesses improved because their products and services were essential, while others slowed down operations.

"Now business is balancing out, and we’re trying to find brands that want to improve long term. The idea is to bring more strategy, improve the user journey, and improve the conversion rate experience for the medium to long term," he said.

With the agency's rapid growth, Digital Oasis is looking to streamline its operation. He said: "What we're working on at the moment is to use tech to improve internal processes and be able to, from a client-side, use better tracking and visibility moving into the cookieless environment.”

Joining the IMAA

Digital Oasis joined the IMAA last year, and Greco revealed the suggestion came from a former colleague who recommended the industry body.

Greco noted that there was quite a change in budget and support from vendors and platforms, like Google and Facebook, when moving from a big agency to an independent.

The managing partner praised the IMAA for its support to independents and initiative on group deals.

"There's a lot of benefit from, you know, getting the dependents together. Alone, we wouldn't be able to get the kinds of support we receive as an association," Greco added.

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Top image: Franc Greco