From Search, to Signal, to Discovery. In Marketing We Trust helps brands show up. Not as noise. But as the *answer*. We’ve built a home where marketing, tech, and data collide. We help ambitious brands solve complex problems across analytics, data, SEO, and paid media, getting our clients discovered across the entire search ecosystem. With a truly worldwide workforce spanning over 12 countries, we can draw on a global knowledge bank of world-class techniques. We’re proud to celebrate our dynamic, expert team, bringing together over 80 team members speaking 20 languages, ensuring our clients show up whenever and *wherever* consumers are searching. We are in the Top 1% of Google Partners in Australia.
In Marketing We Trust
Standard MemberIn Marketing We Trust helps brands show up. Not as noise. But as the answer. We’ve built a home where marketing, tech, and data collide.
About
- HQ
- OFFICES
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HEADQUARTERS
- ADDRESS: Lvl 2, 383 George St. Sydney, NSW 2000
- PHONE: 1300 957 920
- E-MAIL: [email protected]
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OFFICE
- ADDRESS: 525, Collins Street, Melbourne VIC 3000
- PHONE: 61390164384
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OFFICE
- ADDRESS: Jubilee House, 197-213 Oxford Street London, W1D 2LF
- PHONE: 442086386965
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OFFICE
- ADDRESS: Suntec Tower 5, 5 Temasek Blvd, Singapore, 038985
- PHONE: 6581580390
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OFFICE
- ADDRESS: 450 Alaskan Way South, 95 South Jackson Street Suite 100, 200 & 300
- PHONE: 12069253912
Services
AI Marketing
Digital Marketing
Online Advertising
Industry Expertise
Finance
Sector Expertise
- FinTech
- Payment Processing
- Credit Cards
- Financial Advisors
- Insurance
Travel & Tourism
Sector Expertise
- Tour Operators
- Online Travel Agencies (OTAs)
- Travel Technology
- Travel Agencies
Clients
Globus family of brands
Hollard
OCBC
Skyscanner
Village Roadshow
Grab
Budgets
Min. project budget
$5,000+
Min. monthly budget
$5,000+
Platform Expertise
Case Studies
In Marketing We Trust Increased the Conversion Rate of Globus 148% With Sitecore Migration
In Marketing We Trust Increased the Conversion Rate of Globus 148% With Sitecore Migration
In Marketing We Trust
Globus Family of Brands is a global group of a coach tour, river cruise, and independent travel package companies that operate worldwide.With 4 brands in 13 countries and 52 websites, Globus chose In Marketing We Trust to provide support during, pre and post-Sitecore migration.
The goal was to create a better user experience for both consumers and travel agents, growing both B2B and B2C sales and improve brand positioning in the market.
Situation
Globus Family of Brands has 4 brands in 13 countries. With 1 domain per brand and per country, equaling a total of 52 websites, migrating was a huge undertaking. Starting 12 months prior to the move In Marketing We Trust began planning to provide support during, pre and post-Sitecore migration.
Globus wanted to create a better user experience for both the consumer and travel agent to grow sales and improve brand positioning in the market. The decision to migrate to Sitecore was simple due to non-converting websites that were not customers focussed. The old websites lacked functionality with a blanket approach to marketing communications due to dirty customer data.
The initial migration plan put forward to In Marketing We Trust was challenging due to the volume of sites and the risk to organic visibility. On top of that risk, there was already no trust in the data. All 52 websites had a different analytics setup. Due to the complexity and lack of maintenance, trust in the data was lost. Without fixing these issues before migrating to Sitecore, there was no way they had be able to correctly measure its impact.
Rachelle D., Digital Marketing Coordinator, Globus Family of Brands said:
We don’t feel like a client, we feel that we work together as they are passionate about what they do in order for us to achieve their business goals. IMWT staff is highly skilled and are experts in their field.
I especially appreciate that IMWT are so proactive in ensuring that we are kept up to date with reporting and have been a major help with migration. One of the best agencies we’ve worked with.
How In Marketing We Trust Increased Traffic 50% And Conversions 148% YoY
With 30% of traffic coming from organic search, the risk to visibility as a result of an aggressive migration plan was huge. To mitigate this risk, In Marketing We Trust created a Sitecore migration success plan. This included rolling out 1 brand at a time with a rollback option based on priorities and testing the site with live traffic.
In Marketing We Trust greenlighted stages throughout the migration journey and had daily standup meetings with Globus, the development agency, and the building agency to mitigate any risk. ,They also provided post-migration training on how to complete health checks, training on Google Analytics, Google Tag Manager, and Google Ads. They also provided training on “Advanced Analytics for Travel Marketers”.
As part of the migration process they thoroughly cleaned house. Over 10% of Globus Family of Brands pages were 404s. In Marketing We Trust also focussed their efforts on SEO to reduce the risk of a drop in organic visibility.
Taking Cosmos Australia as their example:
- Reduced the number of 404s by over 13%, Cosmos now has less than 1% of 404s
- Increased the sitemap relevancy to 100%
- Doubled page speed, from 4 seconds down to an average load time of under 2 seconds
- Increased domain authority and reduced spam score to zero
Objectives
- Maintain footprint and current rankings
- Transfer ALL the authority from legacy site to new site
- Facilitate indexation of new site
- Maintain KPIs and metrics measurements
What to Do before Staging
Site Audit
Audit your current site. Provide a list of errors and elements to fix to maximise SEO authority. Include recommendations for the new site (structure, content, URLs, etc.).
Enhance Site
Enhance your current site, including:
- Errors
- Redirections
- On-page
- Content
- Internal linking structure
- Meta-descriptions
- Canonicals
- Robots.txt
- Sitemaps
Benchmark
Set your benchmark with your current KPIs and metrics. This will be used post migration to provide insight into how well you currently perform. Identify your key pages and current footprint.
Review Tracking
Audit your Google Analytics and Google Tag Manager and develop a measurement and implementation plan.
What to Do during Staging
Audit and Enhance Staging Site
Audit and enhance your staging site using the above checklist. This process needs to be repeated until your staging site is healthy and ready.
Plan Redirects
Ensure you’re transferring authority with URL and image mapping.
Implement Tracking
Implement Google Tag Manager and configure Google Analytics. Implement Data Layer for form tracking.
Healthy Site Checklist
- No errors
- No broken links
- All meta-descriptions are defined and optimised
- Hreflang is supported for all pages
- Sitemap includes all pages that need to be indexed
- No redirections
- All titles are defined and optimised
- Canonicals and meta-robots correctly implemented
- Tag Manager Container is included in all pages
- Data Layer is implemented for form tracking
What to Do on Migration Day
Sitecore Migration Day Checklist
- Launch the new site
- Implement redirects to transfer SEO authority
Monitor - Audit the new site (check for any potential errors)
- Switch the tracking (publish new tracking)
- Validate redirects
- Verify robots.txt and sitemaps
- Implement fixes (critical problems must be resolved
on the day of Sitecore migration) - Analyse and report after migration
- Compare metrics before and after migration
- Provide recommendations and enhancements as applicable
What to Expect after Migration
- Fluctuation in rankings from week 1 to 3 after migration
- Indexation can take from 4 days up to 1 month
- Slight drop in traffic is to be expected due to redirections
- Changes in Analytics will be noticed as the tracking is updated while migrating
The days after migration are critical. Site performance must be monitored and errors must be fixed as soon as possible.
Client: Globus Family of Brands
Industry: Travel & Tourism
Sector Expertise: Tourist Attractions
Services
Web Design
Web Development
SEO
An Enterprise Technical SEO Case Study: Machine Learning Solution For Internal Link Structure On Expedia
An Enterprise Technical SEO Case Study: Machine Learning Solution For Internal Link Structure On Expedia
In Marketing We Trust
Expedia already had an existing internal link structure widget which was providing some level of internal linking, however the links were being rapidly outdated by changes in the site caused by ongoing business activity.
Challenge
- 18 Million pages site with too many page templates
- Over 50k links pointing to 404 pages
- Multiple teams working on website
- Inventory changing frequently
- Time consuming update every 6 months
- Needed to use historical solution and include manual overrides
Results
- Over 50k links pointing to 404s removed
- 25% of useless links removed
- Designed a new architecture with approx. 99% cleanliness
- Daily recommendations and automated updates sent
Goals
- Fix the internal link structure for a very large site (25 Million pages indexed) with over 50k links pointing to 404 pages
- Ensure all internal links point to canonical pages and reduce 301 redirects
- Design a dynamic, automated solution to provide ongoing updates to the internal architecture
What To Do
Expedia already has had an existing internal link structure widget which was providing some level of internal linking, however the links were being rapidly outdated by changes in the site caused by ongoing business activity.
Built a Customised Web Crawler
- The currently available crawler solution would not make the cut for this site.
- IMWT has ended up upgrading their own customised web crawler to rapidly and efficiently crawl through the website to identify broken or underperforming links.
Working closely in regards to the business concerns of the client, the agency also built an automated logic engine which identified the best action to take with a broken link – to change its target, remove it, or to flag it for human attention.
Developed a Recommendation Engine
Using some of the agency’s existing Machine Learning solutions, In Marketing We Trust developed an algorithm capable of suggesting the most accurate replacement for an error page and turned a painstaking manual process into an automated one.
The internal link structure is now progressively kept up to date, with fix recommendations being issued every 24 hours. This has brought the number of bad internal links down from tens of thousands to less than a thousand at any given time, and has considerably improved the valid-to-invalid Googlebot crawl ratio, meaning that the site is updated faster and is seeing improved organic results on search engines.
Connected Crawl Rate With Sales Numbers
The next step on this project was to start analysing the landing page conversion outcomes of pages, and influence the internal link structure to prioritise pages with better conversion outcomes, while maintaining the breadth of internal links necessary to ensure that crawlers can still find everything on the site, and that internal links keep high levels of relevancy.
Results
- Over 50k links pointing to 404s removed
- 25% of useless links removed
- Designed a new architecture with approx. 99% cleanliness
- Daily recommendations and automated updates sent
- Integrated with historical system, including manual overrides
- Tied up to business metrics, increasing sales
Client: Expedia
Industry: Travel & Tourism
Sector Expertise: Online Travel Agencies (OTAs)
Services
SEO
Agency News
Release Date: Mar 2025
Google Reveals In Marketing We Trust in Top 1% of Google Agency Partners in Australia
Google has announced its 2025 Australian Google Agency Partners, with the leading integrated digital agency In Marketing We Trust achieving...
Google Reveals In Marketing We Trust in Top 1% of Google Agency Partners in Australia
In Marketing We Trust
Google has announced its 2025 Australian Google Agency Partners, with the leading integrated digital agency In Marketing We Trust achieving Top 1% status for the first time.
Google re-evaluates their partners every February to determine which agency is eligible for Premier Partner Badge status. The result was formally conveyed by Google to the agency, a long-term Google partner, in early January. In Marketing We Trust had previously been listed in the Top 3%.
“This recognition underscores our commitment to excellence and innovation in digital marketing,” said Selina Gough, In Marketing We Trust’s Digital Director.
“Being in the Top 1% reflects our growing strategic capability and the work of our teams at the cutting edge of the changing search landscape globally.”
The new classification comes following In Marketing We Trust’s exponential growth and continued strategic excellence in the past 12 months. The last year has seen In Marketing We Trust secure and grow partnerships with top brands including Flight Centre Group (Stage & Screen), Village Roadshow Theme Parks, G.J. Gardner Homes, Mitre 10 and Pet Circle plus global giants OCBC, Skyscanner, and Ipsos.
The Google Partners program offers three tiers of participation – Member, Partner and Premier Partner – each with its own comprehensive set of benefits and opportunities. The Premier Partner tier is reserved for the top 3% of participating companies each calendar year, making it the most exclusive tier of the program.
“Being recognised as a Top 1% Google Partner reflects our intentional and sustained investment in our people, our processes, and our paid media expertise,” said Paul Hewett, CEO of In Marketing We Trust.
“This achievement reaffirms our commitment to delivering innovative and effective digital advertising strategies that drive measurable results for our clients here in Australia, but also across the globe. We are grateful to Google for being a valued long-term partner, enabling us to harness their platforms to create an impact for the brands we serve. This recognition is just the beginning, and we’re excited to continue pushing boundaries and setting new standards in digital marketing.”
Agency: In Marketing We Trust
Published: Mar 2025
Release Date: May 2024
In Marketing We Trust Named in Top 10 Best Marketing and Media Companies to Work by AFR
Independent agency, In Marketing We Trust, has been recognised by the Australian Financial Review as one of the top 10 best marketing and...
In Marketing We Trust Named in Top 10 Best Marketing and Media Companies to Work by AFR
In Marketing We Trust
Independent agency, In Marketing We Trust, has been recognised by the Australian Financial Review as one of the top 10 best marketing and media companies to work at in Australia.
Standing alongside some of the biggest employers in the country, In Marketing We Trust, headquartered in Sydney, stood out with its unique blend of being an independent, global and remote agency.
The remote agency model sets In Marketing We Trust apart but also presents its fair share of challenges. Yet, the agency continues to foster a united culture where every team member is valued and connected, regardless of their location.
In Marketing We Trust was nominated for the Australian Financial Review’s BOSS Best Places to Work Award for their innovative “Trustees Awards” presented at their annual TrustED Conference, held in Cambodia last year. Three team members were peer-nominated for their exceptional contributions to the company and awarded up to an extra week of annual leave.
Paul Hewett, In Marketing We Trust CEO stated:
While our work can be demanding, the rewards are unmatched. We have the privilege of collaborating with some of the most talented individuals in our industry, every single day. Two things stood out to me during the awards. Everyone was talking about their DEI efforts. For us, diversity is baked into our DNA, not just a policy – that is one of the benefits of being a small global team. Many of the benefits we offer, like full-time remote work flexibility, helped companies secure the top spot.
While In Marketing We Trust is a small global team, they work with some of the best-known brands in the world, including Village Roadshow, Isuzu, Skyscanner, Citibank and Tourism Australia.
In Marketing We Trust was previously named by the Australian Financial Review as one of the top 10 most innovative media and marketing companies in Australia. The continued recognition by AFR speaks to In Marketing We Trust’s exponential growth over the last few years.
Hewett added:
Building a great team and culture in a globally distributed environment takes consistent effort and commitment from everyone involved. We are dedicated to providing exceptional results for our clients while enabling our talent to grow and thrive.
Agency: In Marketing We Trust
Published: May 2024
Release Date: Mar 2024
In Marketing We Trust Predicts Tough Year for Travel Marketers
2024 is shaping up to be a tough year for marketers and travel marketers in particular, according to independent and expert travel digital...
In Marketing We Trust Predicts Tough Year for Travel Marketers
In Marketing We Trust
2024 is shaping up to be a tough year for marketers and travel marketers in particular, according to independent and expert travel digital marketing agency, In Marketing We Trust.
The trends and issues this year are of course, AI and increasing data privacy regulations, with the travel market distinctly affected due to its more global nature. To help travel marketers in the months ahead, In Marketing We Trust is hosting a series of webinars focused on the changing privacy regulations and top trends for travel companies in 2024.
In Marketing We Trust CEO, Paul Hewett, said:
In the rapidly evolving digital marketing landscape, travel brands are experiencing significant changes. These changes range from deprecating third-party cookies and increased consumer privacy regulations to the accelerated adoption of AI. Acknowledging the concerns our valued partners in the travel community raised, we’ve taken a proactive approach. We’ve prepared a series of webinars tailored for travel marketers to address these critical shifts. Our goal is to equip marketing teams with the knowledge and strategies to navigate this new environment confidently.
In a recent podcast with Nine, CEO of ADMA (Australia’s largest marketing and advertising association), and In Marketing We Trust client, Andrea Martens stated that 2024 was the “most pivotal year for marketers in decades.”
Travel marketers in Australia need to comply with frequently updated privacy reforms around the world, including the well-known GDPR, cookie deprecation and the recent roll-out of the EU Digital Services Act to anyone with users in the European Economic Area (EEA).
New types of data not previously considered to be PII (personally identifiable information), like geolocation data will likely soon be considered personal data, which means big changes to the way we collect, process, analyse and of course act on our data, particularly for the travel industry where geolocation data can play an important role.
The first in the series of webinars, In Marketing We Trust is hosting is set to help travel marketers navigate data privacy. They’ll also be talking about cookie deprecation and how travel marketers can prepare. Focusing on the big trends for 2024, they’ll also be talking about how to move AI from innovation to execution.
Hewett stated:
These webinars demonstrate our commitment to understanding travel marketers’ concerns and providing practical solutions. We’re here to guide the travel community through these changes, ensuring travel brands are well-prepared to continue thriving in a transformed digital marketing ecosystem.
In Marketing We Trust has specialised in the travel industry for over ten years with clients such as Expedia, Skyscanner, Globus family of brands, Journey Beyond, KAYAK, Tourism Australia and Destination Gold Coast trusting them for their digital marketing expertise, including data governance.
Agency: In Marketing We Trust
Published: Mar 2024
Release Date: Dec 2023
In Marketing We Trust Recognised by AFR for Innovative Solution, ScalePath
Independent agency In Marketing We Trust has been recognised by the Australian Financial Review as one of the top 10 media and marketing...
In Marketing We Trust Recognised by AFR for Innovative Solution, ScalePath
In Marketing We Trust
Independent agency In Marketing We Trust has been recognised by the Australian Financial Review as one of the top 10 media and marketing companies in its AFR BOSS Most Innovative Companies Awards.
In Marketing We Trust was recognised for their innovative solution for enterprise businesses, ScalePath.
ScalePath is a dynamic recommendation engine that plugs into a legacy or custom-built content management system to select and drive better search marketing performance for key pages.
It enables marketers to roll out scalable fixes by creating dynamic, rule-based URL fixes with low to no involvement from their development team.
Marketers working on large websites (100k URLs or more) have difficulty optimising their site and defining what part of the inventory to focus on to boost organic traffic.
In Marketing We Trust’s Chief Innovation Officer, Frederic Chanut, said:
The majority of optimisation we’ve seen in this field is done at an individual company level. Many of the solutions we see in the market either require a rebuild of the existing web and digital platform or act as a “man-in-the-middle” solution, which increases the risk of cyber attacks.
ScalePath solves two major challenges for marketers: getting buy-in and rolling out scalable SEO fixes.
The platform combines all the factors used to determine page importance into a single value in order to help marketers get buy-in for SEO.
With low to no involvement from the dev team, it also helps marketers roll out scalable fixes in as little as eight weeks.
For Product and Engineering teams, it frees up their time by working only on proven changes and gives them confidence that they are working on items with a proven impact.
We have over a decade of experience optimising sites with large inventories and bring that expertise to roll out programmes quickly. Our solution is customisable to a client’s own tech stack and integrates with their existing setup which means recommendations are rolled out quicker, cheaper and safer.
The fixes implemented by using ScalePath have resulted in millions of dollars for companies’ bottom lines.
Agency: In Marketing We Trust
Published: Dec 2023
Release Date: Oct 2023
Mid-Market Companies More Concerned About Generative AI Quality Than Enterprises
Independent Agency, In Marketing We Trust, partnered with the University of Sydney to research generative AI use in Australian businesses....
Mid-Market Companies More Concerned About Generative AI Quality Than Enterprises
In Marketing We Trust
Independent Agency, In Marketing We Trust, partnered with the University of Sydney to research generative AI use in Australian businesses. It was found that mid-market companies were more concerned about generative AI quality than enterprise companies in Australia.
Participants interviewed by the University of Sydney were mapped based on the size and regulation level of their company and clustered into four main groups: lightly-regulated mid-market, lightly-regulated enterprise, highly-regulated mid-market and highly-regulated enterprise.
When it came to barriers to Australian companies implementing generative AI, five categories were identified within organisational reluctance: regulation, caution, detrimental to business, quality, and personal preference.
Regulation and caution categories were mentioned by all types of businesses. For regulation, businesses cited changes in regulation and non-existing legal frameworks as barriers to adoption. All businesses also showed caution, citing a careful approach regarding marketing, and fear of jumping on the bandwagon of technologies.
Surprisingly, mid-market companies were more worried about quality than enterprises, citing it as a main barrier to generative AI implementation. Both lightly-regulated and highly-regulated mid-market grouped businesses were worried about the wrong information and instructions shared by generative AI and acknowledged better quality by humans.
A lack of technical knowledge was also recorded in the research by In Marketing We Trust and the University of Sydney, with almost half of the interviewees not currently using generative AI. Forty-two percent of interviewees stated they did not use generative AI at all, while thirty-seven percent were experimenting with it, and just twenty-one percent were using it in their business.
An anonymous interviewee concerned about the accuracy risk of generative AI from a lightly-regulated mid-market Australian business stated:
It spits out wrong information because of the garbage that is already in the system, you’re like you’re getting a false response and then you’re going to, I don’t know, deploy a media strategy which is not correct.
Agency: In Marketing We Trust
Published: Oct 2023
Release Date: Jul 2023
In Marketing We Trust Celebrates Dynamic Growth with Rebrand
Data-driven performance marketing agency, In Marketing We Trust rebrands to reflect their expanding market position and growth.
After...
In Marketing We Trust Celebrates Dynamic Growth with Rebrand
In Marketing We Trust
Data-driven performance marketing agency, In Marketing We Trust rebrands to reflect their expanding market position and growth.
After experiencing significant global growth over the past two years and expanding their operations into new markets and countries, it was time for a refresh. Working closely with Nibble Digital, In Marketing We Trust now has a completely updated visual identity and communication strategy, including a brand new website that is a truer reflection of the brand.
In Marketing We Trust CEO, Paul Hewett said:
As a growing business, it’s crucial to have a brand that genuinely reflects our identity, our unique selling proposition, and our position in the market. We’ve been fortunate to win and retain some of the world’s most well-known and loved brands over the past few years. They appreciate our results-driven approach and trust us implicitly, which aligns with our brand name.
As one of Australia’s leading technical performance agencies, In Marketing We Trust works with some of the biggest brands in the world, including Expedia, Coca-Cola, American Express and Isuzu. Closer to home, the agency provides expert data-driven marketing to Tourism Australia, University of Technology, Sydney, Mitre 10 and more.
With their clients viewing the agency as an extension of their team, trust was the core message. This insight has been turned into a powerful brand thought, with the new tagline: “Measurable results. Immeasurable trust.” This sentiment is carried forward through all marketing collaterals and is reflected both internally and externally.
“Our new tagline, ‘Measurable results. Immeasurable trust.’, perfectly encapsulates why our clients continue to expand their partnerships with us.”
The agency’s Data & Engineering division has successfully built and launched proprietary AI-powered software utilised by some of the world’s most advanced performance marketing teams in Europe, North America and Australia.
With a heavy focus on data, the new visual identity for the brand is fun and vibrant while still maintaining the brand’s deep maturity and expertise. Data elements are referenced by using geometric shapes and grids in the design and handwritten annotations allude to the team’s intervention in analysing and acting upon the data.
Now with a new visual identity that truly reflects the values of In Marketing We Trust, the agency is focused on further expanding their exponential growth across the core services of data & analytics, SEO and paid media, establishing their stronghold in APAC and broadening their position globally.
About In Marketing We Trust
In Marketing We Trust is the online marketing optimisation agency of choice for travel brands. They focus on return, not vanity metrics.
They’ve worked with many highly successful travel clients like Expedia, Club Med, Columbus Direct, and eBay.
Agency: In Marketing We Trust
Published: Jul 2023
Release Date: Jun 2023
In Marketing We Trust Hires Sam McConnell to Continue Global Expansion
Independent agency, In Marketing We Trust, has made strategic hires in sales and commercial this month to support continued global growth....
In Marketing We Trust Hires Sam McConnell to Continue Global Expansion
In Marketing We Trust
Independent agency, In Marketing We Trust, has made strategic hires in sales and commercial this month to support continued global growth. This comes after securing a deal with a major online travel site to optimise performance across 20 markets using In Marketing We Trust’s proprietary SEO platform to deliver high-quality content across millions of pages.
In an uncertain market, In Marketing We Trust is continuing its hiring spree after exponential growth delivering data-driven performance marketing for large enterprise businesses globally, including Expedia, Isuzu, Mitre 10 and The Motley Fool amongst others. In addition to a number of hires across the entire organisation, In Marketing We Trust has expanded its sales and paid media teams, adding an additional four people to the team.
The agency’s growth will be led by Sam McConnel as Commercial Director, supported by a new sales team. McConnell has previously worked at Alpha Digital and The Monkeys.
I couldn’t be happier to be joining In Marketing We Trust. The agency has experienced such strong growth over the last 24 months off the back of its focus on data, analytics and engineering-driven performance. It’s an exciting time to be coming on board. I’m looking forward to working with Paul, Freddy and the team on bringing our service mix and AI technology platforms to market.
Attracting some of the largest brands online, the agency has grown over 85 per cent in the previous two years, with a significant amount of business coming from North America and Europe. McConnell will be joining the agency’s team of engineers and data scientists to optimise online marketing performance in highly competitive markets.
Also joining the agency this month, Alan Spender, will be leading the paid media team, supported by a number of new specialists who will be reinforcing the agency’s growth in paid media across Australia and the APAC region.
Paul Hewett, In Marketing We Trust’s CEO, said,
Our growth over the past 24 months has been phenomenal. In addition to growing our revenue, my focus has been on building a sturdy operation that can deliver the service levels that large global brands expect from their agency partners. I am excited to welcome Sam McConnell, Alan Spender, and their new teammates on board. In Marketing We Trust’s next stage of growth involves building the commercial and paid media teams to take us to the next level. Despite the strong economic headwinds, I am confident we can continue to achieve strong growth.
Agency: In Marketing We Trust
Published: Jun 2023
Release Date: Jan 2023
In Marketing We Trust’s CEO Appointed to the Interactive Advertising Bureau (IAB) Australia Data Council
In Marketing We Trust is thrilled to announce that Paul Hewett has been appointed to the Interactive Advertising Bureau (IAB) Australia...
In Marketing We Trust’s CEO Appointed to the Interactive Advertising Bureau (IAB) Australia Data Council
In Marketing We Trust
In Marketing We Trust is thrilled to announce that Paul Hewett has been appointed to the Interactive Advertising Bureau (IAB) Australia Data Council.
As a leading organisation in the digital advertising industry, the IAB works to advance the interests of companies like In Marketing We Trust by setting standards and best practices, conducting research, and providing educational resources. The IAB Australia Data Council is dedicated to driving the responsible and ethical use of data in the advertising industry, and Paul Hewett’s appointment is a testament to their expertise and leadership in this area.
In a year with many data challenges facing the digital advertising industry, Paul Hewett will join executives from Facebook, Google, Adobe and TikTok on the IAB Data Council.
Hewett said:
I am looking forward to drawing on my experience and knowledge as the former Chair of Councils for both the DMA (Direct Marketing Association) and IDM (Institute of Data & Marketing) to help the IAB and our members navigate the changing world of advertising data.
The IAB Data Council was convened in 2018 to provide the industry with education on the definitions and management of data, as well as applicable information around the execution, usage and interrogation of data commonly used in digital advertising.
One of the primary goals of the Data Council is to understand and quantify industry-level and organisational applications of audience data, campaign data, and analytics data used in the digital advertising ecosystem and disseminate those learnings to the wider industry.
The council also aims to establish best practices and guidelines on the effective uses of data for Australian businesses and for the particular marketing functions for which that data will be used.
In Marketing We Trust looks forward to Paul’s participation in the data council and to working alongside other industry leaders to drive innovation and excellence in the use of data in advertising.
Agency: In Marketing We Trust
Published: Jan 2023
Release Date: Aug 2022
In Marketing We Trust Shortlisted in Employer Category at B&T Women in Media Awards
In Marketing We Trust are proud to learn that they have been shortlisted in the Employer category at the progressive and prestigious...
In Marketing We Trust Shortlisted in Employer Category at B&T Women in Media Awards
In Marketing We Trust
In Marketing We Trust are proud to learn that they have been shortlisted in the Employer category at the progressive and prestigious B&T Women in Media Awards.
B&T received a total of 370 entries across 26 categories. It is with great excitement that In Marketing We Trust make it onto the shortlist for the Employer Award. The 2022 WIM Awards ceremony is set to be held on August 19 from 5.30-11.30 pm at The Venue in Alexandria.
In Marketing We Trust are fully committed to providing equal opportunities for current and future employees. As a remote digital agency – headquartered in Sydney – the team is based in over 15 countries.
Team members are recruited based on ability and the company’s hiring process is designed to promote diversity. The team at In Marketing We Trust speak 14 languages between them and the agency has 37% female representation in leadership.
In Marketing We Trust’s hiring process includes a number of policies to reduce bias and promote diversity and inclusion:
- Every interview includes two interviewers from different backgrounds to reduce bias
- 50% of interviewers for any role are women
- Pay equality – All roles have a specific payment benchmark based on market research approved before recruitment
- All team members can take off national holidays based on their respective country, region,
and culture
Since implementing these steps and initiatives In Marketing We Trust is pleased to have a healthy employee headcount ratio of 49% women and a strong policy on pay equality. An analysis is conducted annually to ensure all team members are renumerated fairly and equally.
It’s therefore an honor for the agency to be shortlisted in the Employer class of the B&T Women in Media Awards.
Of her experience at In Marketing We Trust, Marketing Manager Kirsten Tanner comments:
I joined In Marketing We Trust in July 2013. Besides our Founder, Frederic Chanut, I am the longest-serving team member, joining just after the company was formed. Being the Marketing Manager allows me to use a huge range of my marketing skills daily. This creative, strategic role ensures that I never get bored and am always challenged. Being part of the Executive Team at a fully remote agency has given me the freedom to work without limitation, greatly increasing my job and life satisfaction. I cannot emphasize enough how this setup has helped me in every aspect of life. I am incredibly excited to reach the 10-year milestone with In Marketing We Trust next year and anticipate many wonderful years to come. I’m really pleased to see that we’ve been shortlisted for the B&T Women in Media Awards.
Agency: In Marketing We Trust
Published: Aug 2022
Release Date: Jul 2022
In Marketing We Trust to Host Google Free Product Listings Webinar
In Marketing We Trust are set to host a special webinar on August 24 with an in-depth panel discussion on the increasingly important topic...
In Marketing We Trust to Host Google Free Product Listings Webinar
In Marketing We Trust
In Marketing We Trust are set to host a special webinar on August 24 with an in-depth panel discussion on the increasingly important topic of Google Free Product Listings.
In the webinar, attendees will learn the difference between free product listings and shopping ads. Free listings currently sit simultaneously outside and in between Organic and Paid Media services, which means it requires multidisciplinary skill sets to master using Google Free Product Listings correctly, with few marketers currently able to optimize listings for best performance.
The panel discussion will also cover how marketing objectives for paid and organic listings differ, what influences performance and how optimisation requirements differ for Google Free Product Listings.
You can register to attend the free virtual event here.
The webinar will be hosted by In Marketing We Trust’s Chief Executive Officer Paul Hewett, with his colleagues Elle Hackett (Head of Paid Media) and Tom Ashworth (Head of SEO) also on the panel.
Elle Hackett is the Paid Media Lead at In Marketing We Trust. She has more than 8 years of agency experience, working with many eCommerce & travel businesses to deliver effective marketing campaigns.
Her current focus is on providing support and strategy for product development, sales, delivery and training.
As Head of SEO, Tom Ashworth has over 8 years of experience across all marketing channels on both agency and client side.
He focuses on driving SEO performance through data-driven decisions and aims to provide robust, proven solutions alongside emerging technology and trends. Tom believes marketing should always be thought of holistically to provide the best results across all touchpoints, to benefit the customers as well as the client.
At the August 24 Google Free Product Listings Webinar, the experienced panel will walk the attendees through:
- The language for searches
- Product title structures
- Product image best practices
- Price competitiveness
- Reporting
Everyone attending will receive actionable steps on Google Free Product Listings configuration and optimization.
They will learn how to set up Google Merchant Center free listings for success, how to monitor the health of feeds and how to increase engagement throughout the full suite of free listings across Google Shopping.
The panel will also cover how to put a testing framework in place for Google Free Product Listings and how to carry out effective competitor benchmarking.
Space is limited so please reserve your seat today to guarantee a spot at this one-time event.
Agency: In Marketing We Trust
Published: Jul 2022
Release Date: Jun 2022
In Marketing We Trust Publish Definitive Google Analytics 4 Implementation White Paper
In Marketing We Trust have published a definitive white paper on Google Analytics 4 implementation. The detailed document is free to...
In Marketing We Trust Publish Definitive Google Analytics 4 Implementation White Paper
In Marketing We Trust
In Marketing We Trust have published a definitive white paper on Google Analytics 4 implementation. The detailed document is free to download and provides easy-to-read, definitive instructions on how to set up Google Analytics 4 (GA4).
For any online business owner, analyst, or marketer wishing to understand the benefits of GA4 and to make a clear plan for implementing the new solution from Google this is a must-read guide.
Written by the experienced data team at In Marketing We Trust, it provides step-by-step instructions for the smooth implementation of the new analytics package.
As a Certified Google Marketing Platform Partner, In Marketing We Trust is amongst only 20 companies in Australia that have been certified by Google to implement the new GA4 solution.
You can download the free guide on How to Setup Google Analytics 4 here.
The end of June 2022 is the date from which efficient online companies will be working fully in GA4. This will give them 12 months of data for analysis when Universal Analytics stops processing new analytics data permanently from 1st July 2023.
Getting that 12-month data set recorded in GA4 provides a comprehensive view of seasonality and having more data improves the machine learning models within GA4.
As marketers prepare for those deadlines the ‘How to Setup Google Analytics 4’ white paper gives clear information on what to do at each stage of the implementation process. Whether businesses are migrating to GA4 from Universal Analytics or setting up GA4 from scratch all the information needed is contained in the document.
In this in-depth guide In Marketing We Trust set out how to implement GA4 in five distinct stages: Prepare, Discover, Design, Implement, and Launch. Each stage is important and anyone can set up GA4 – but few know how to do it correctly. This whitepaper shows you how to work through each step of the process effectively and logically.
Having already migrated dozens of companies from Universal Analytics to GA4, Head of Digital Analytics at In Marketing We Trust Benoit Weber explains:
GA4 empowers businesses to gain a greater understanding of multi-platform, multi-device customer journeys, whilst also respecting user privacy compliance regulations.
One of the clients Weber has already successfully implemented Google Analytics 4 for is Academia del Futuro.
The company’s Managing Director for Marketing Ilana Bielak commented:
Working with In Marketing We Trust will give Academia del Futuro the business visibility needed to make data-driven decisions by taking full advantage of our cross-channel and in-app marketing strategies. Being able to measure and understand how our campaigns make an impact, as well as how the user flow within our website and our apps are being used, is crucial for us to improve on a day-to-day basis and ensure that our primary-education app for children is always on the spot whilst learning all about our users’ needs.
The transition to GA4 is set to disrupt every digital market. The change will see some of the older digital dominators fall, replaced by emerging new players: smaller companies with smaller budgets but smarter marketing teams – using GA4’s sharper insights, integrations, and AI to maximize every touchpoint.
Universal Analytics stops processing new analytics data from 1st July 2023, so it’s advised to have GA4 in place by the end of June 2022. Within the next few weeks, you need to know how you will implement and use the new platform, then plan for that transition.
You will be required to use GA4 and doing that sooner rather than later is the wise move. Getting set up proficiently in Google Analytics 4 means you are future-proofing your business to prepare for the new landscape beyond the use of third-party cookies, whilst being GDPR and CCPA compliant.
Time is ticking, so get started today by downloading the definitive How to Setup Google Analytics 4 White Paper.
In Marketing We Trust provides full GA4 implementation and configuration services, including support, training, and custom solutions.
Agency: In Marketing We Trust
Published: Jun 2022
Release Date: Oct 2021
In Marketing We Trust Leads the Way for Remote Workforce, Shortlisted for AFR Best Places to Work Award
In Marketing We Trust has been shortlisted for the 2022 Australian Financial Review’s BOSS Best Places to Work Award.
The award is based...
In Marketing We Trust Leads the Way for Remote Workforce, Shortlisted for AFR Best Places to Work Award
In Marketing We Trust
In Marketing We Trust has been shortlisted for the 2022 Australian Financial Review’s BOSS Best Places to Work Award.
The award is based on a rigorous, science-based process, created by leading behavioural consultancy, Inventium.
In Marketing We Trust’s People Operations Manager, Maria Ursente said:
We are thrilled to be shortlisted for this prestigious award and to be recognized for our work culture. At In Marketing We Trust we take our values and culture seriously. We hire location-independent professionals only because many traits of the company match this career lifestyle. This has meant that during 2020 and 2021, during times of rapid change for companies across the world, In Marketing We Trust was able to provide a steady environment and culture for our team.
In Marketing We Trust has been a fully remote agency since 2013 so were well-equipped to handle the global shift to remote work.
Frederic Chanut, Managing Director, In Marketing We Trust said:
As a service provider, our most important assets are expertise and experience, meaning our people. Based in over 15 countries our employees are recruited based on their abilities – not drive time to the office. That’s why we have a more skilled digital marketing team because by not factoring in location, we’re able to choose the best people for the job.
Good relationships are a huge factor in the success of the business. While they may be remote, this doesn’t stop the In Marketing We Trust team from getting together in person. To help the team get to know each other really well, the agency organizes an immense annual conference once a year called Trusted Conf. where the team learns together, works together, and plays together. Nothing bonds a team better than being stuffed in a resort together for a week.
This year looks a little different, however. Thanks to COVID, the team may not be able to organize an in-person event but they are still getting together, this time virtually, and no it’s not via Zoom. This year, In Marketing We Trust is holding a Trusted Conf. VR world tour. The team members have all been given an Oculus Quest 2 to participate and play.
Paul Hewett, Commercial Director at In Marketing We Trust, said:
Ultimately, the most rewarding part of my role is the impact of what we are building for our team members and customers. My reason for getting out of bed every day is to build a marketing business that delivers exceptional value for customers while providing meaningful employment which improves people’s quality of life. I think I’m in the perfect company to fulfill this purpose.
The Australian Financial Review’s assessment for the award is underpinned by the Workplaces of the Future framework, developed by Inventium. It is designed to assess the ten key factors that are critical to employees feeling motivated and engaged at work. The framework is based on hundreds of research papers from Harvard University, Stanford University, and Wharton School of the University of Pennsylvania among others, that demonstrate the key factors necessary to create a brilliant workplace.
Maria Ursente, People Operations Manager, In Marketing We Trust said:
As a fully remote company with more than 8 years of experience, we can confidently say that we are still going through learning and adaptations in order to make sure that our team members are not only accustomed to but also thriving within the company and its remote setup.
Agency: In Marketing We Trust
Published: Oct 2021
Release Date: Oct 2021
In Marketing We Trust Named Google Premier Partner of the Year Finalist
In Marketing We Trust has been named a Google Premier Partner of the Year finalist in the Brand Awareness and Account Team categories for...
In Marketing We Trust Named Google Premier Partner of the Year Finalist
In Marketing We Trust
In Marketing We Trust has been named a Google Premier Partner of the Year finalist in the Brand Awareness and Account Team categories for their work with the Globus family of brands.
John Ball, Managing Director of Google Customer Solutions AUNZ at Google said:
The standard of entries this year was incredibly high, a huge thank you to all of our Australia and New Zealand-based agencies that entered! Our judges have selected the shortlist across five categories. Congratulations to all finalists!
The recognition from Google highlights In Marketing We Trust’s exceptional work in the paid media space and their ability to keep even the most hard-hit clients relevant during turbulent times.
When COVID-19 hit and borders were shut down in 2020, the travel industry was in turmoil. Globus family of brands (the largest tour operator in the world) needed to pivot quickly, from international to domestic travel within Australia and New Zealand. Traditionally, Globus customers in the ANZ region booked tours abroad, but with international travel shut down, these bookings halted.
With a full-scale digital marketing strategy that focused on the beauty of domestic travel in 2020 and 2021, In Marketing We Trust sold-out tours for Globus in just 6 months.
Louise Percy, Consumer & Ecommerce Marketing Manager, Globus family of brands, said:
Our main focus is now definitely on domestic business. And surprisingly, while we thought it would be predominantly the previous Globus family of brands customers, a high percentage of passengers booked on our domestic products are new to the company.
We curated our new domestic tours with Aussies and Kiwis in mind. Our inbound tours previously only catered to international customers who wanted to visit iconic sights, so our new products are very different, and overall our domestic clients have responded well. We are also doing our best to support all the local operators and businesses who have been greatly impacted by the bushfires and COVID-19, and In Marketing We Trust has helped us do so.
Agency: In Marketing We Trust
Published: Oct 2021
Release Date: Feb 2021
Hero Guest Appoints In Marketing We Trust as its Google Analytics Partner
E-learning organisation Hero Guest has appointed In Marketing We Trust as its Google Analytics Partner Agency.
In Marketing We Trust will...
Hero Guest Appoints In Marketing We Trust as its Google Analytics Partner
In Marketing We Trust
E-learning organisation Hero Guest has appointed In Marketing We Trust as its Google Analytics Partner Agency.
In Marketing We Trust will be implementing a new Google Analytics 4 integration for Hero Guest’s children’s digital education app Academia del Futuro.
Paul Hewett, Commercial Partner at In Marketing We Trust said:
We are excited to be working with Hero Guest and Academia del Futuro. We have a wealth of experience working with education platforms. As a top Google partner we’re passionate about new advances in Google Analytics so implementing a new Google Analytics 4 solution has been a lot of fun for the team. We’re excited to help the Academia del Futuro team make more data-driven decisions on the back of the new implementation.
Education is an important industry for In Marketing We Trust having partnered with many online and offline educators, including Open Colleges, SIMTICS and Online Courses Australia. Primary education is a natural next step.
Ilana Bielak, Managing Director: Marketing, Hero Guest and Academia del Futuro said:
Working with In Marketing We Trust will give Academia del Futuro the business visibility needed to make data-driven decisions by taking full advantage of our cross-channel and in-app marketing strategies. Being able to measure and understand how our campaigns make an impact, as well as how the user flow within our website and our apps are being used, is crucial for us to improve on a day-to-day basis and ensure that our primary-education app for children is always on the spot whilst learning all about our users’ needs.
According to In Marketing We Trust’s Head of Analytics Benoit Weber, Hero Guest is the perfect client for the new Google Analytics 4 property type.
We are going to have three streams unified on a single property which will enable Hero Guest to obtain cross-platform data unification and full visibility of their customer journey from acquisition on the website to activation in the apps.
Agency: In Marketing We Trust
Published: Feb 2021
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