D3 Launches new ‘By Example’ campaign to prove its credentials – without the awards
Independent data-driven media agency D3 has launched a bold new campaign – not for a client, but for itself – lighting up digital billboards across Auckland, Wellington and Christchurch this week in a gutsy move that rethinks how agencies build their own brand visibility.
Shunning the industry’s obsession with accolades, D3 is making its media strategy the message, running its own omnichannel campaign as living proof of what effective, data-led media actually looks like.
Says Alex Radford, Co-Founder of D3: “’By Example’ is our credentials in action. No industry back-pats, no shiny statues – just strategic, creative, results-focused media thinking on full display. We’ve always believed our client work should speak for itself. Now, we’re doing the same for our own brand.”
Phase one of the campaign kicked off this week with digital out-of-home (dOOH) creative running during peak commuter hours across large-format billboards, bus shelters, and domestic airports – backed by paid search and social.
The creative headlines are bold and brand-led including “TAKE YOUR MED³IA OFF AUTOPILOT” and “MEDIA AS EASY AS ABCD³” are designed to stop busy marketers in their tracks.
But it’s not just the tone that’s sharp – it’s the targeting. Ads are precisely timed to reach senior marketers during high-traffic commuter windows (7-9am and 3-7pm) in Auckland, Wellington and Christchurch CBDs. The plan was informed by D3’s proprietary audience technology, ensuring maximum visibility among decision-makers.
Says Richard Thompson, Co-Founder of D3: “We’re flipping the script on how agencies build awareness. Awards don’t build brands. Smart, data-fuelled media does. And if we can do it for ourselves, imagine what we can do for you.”
Founded in 2018 by Radford and Thompson, D3 has grown to 25 specialists across media, eCommerce, data, SEO, and AI and marketing consultancy. The agency boasts a client roster across New Zealand, Australia, USA, UK and Canada, including Milford, ZIWI, Metlifecare, The Co-operative Bank and Rodd & Gunn. With a client NPS of 8.9 and a staff satisfaction score of 8.4, the agency is driven by outcomes, not optics.
‘By Example’ also serves as a masterclass in how D3 applies Binet & Field’s principles of long-term brand building. While Phase one focuses on attention-grabbing awareness, Phases two and three, set to roll out in early 2026, will dive deeper into the agency’s full capabilities, including marketing automation, B2B strategy and advanced AIO and SEO thinking.
“This is just the beginning,” says Radford. “Over the next six months we’ll be showcasing the full stack of what we do – all the smarts, data, creativity and performance our clients trust us to deliver every day.”
Creative Direction: A member of the Ponsonby Film Club
Media Partners: JCDecaux, MediaWorks, youdooh
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