WiTH Collective began in 2010 based on the need for change in the way agencies worked. Dominique and Justin knew this could be achieved by working in union with their clients. By understanding their customers, they could solve business problems through collaboration and creativity.
WiTH Collective became a full-service agency. Possessing the passion and capabilities to make a real difference to their clients. In 2016, WiTH Collective became acquired by Dentsu Aegis Network (DAN). At the time, they were part of the Isobar ANZ Group. This comprised of Isobar, Accordant, Davanti, SMG and WiTH Collective.
WiTH Collective has become the ‘great things happen when great things happen’ story. I had the pleasure of meeting Dominique and Justin in the Apple store Sydney in 2010. WiTH Collective had just opened its doors. And they had of course come into the Apple Store to buy Macs and iPhones. In the process they forged a great relationship with the Apple Business Team.
This relationship open the door for me to invite Dominique to the first (ever) Kitchen Table Strategy event. This is where I got to interview Dominique and two other business owners on the growth of their respective businesses.
Later on, I got to sit down with Dominique and speak more about starting a new business and the journey she and Justin now found themselves on almost two years in. Here’s what we discussed.
Starting up
Tell me about the day when you thought, ‘ok, I’m really doing this’.
I can’t remember the exact date, but it was January 2010. I’d briefly looked into changing careers to get into the fitness industry – I was a long way down the track. Then I sat down with my husband and we discussed why I was willing to throw away over a decade of experience in an industry that I was extremely passionate about improving. It was then I said and we agreed to do it for ourself.
What room did you first work from?
We had a study in our apartment and I worked from there for most of the day. I would never take clients there, but there were a lot of cafes around. It was more of a dining table than a kitchen table and was dark brown. It was long and sat 8 people. It also had two large hurricane lamps on it.
Who or what were your biggest challenges?
The biggest challenge was trying to forecast the unforecastable – clients, staff, premises, expenses. There are so many variables and it takes time to understand what an average is. I still spend a lot of my time trying to forecast.
What were/are your biggest mistakes/regrets?
Saying yes too quickly and not getting a suitable finance person on sooner.
Who was your first client/customer?
Serena Resources – a resource company that wants to list on the ASX. They needed a brand, identity, website and investment memorandum.
How/why did you come up with your brand name?
By definition, with is the joining of two things and collective is with a common goal. In simple ideas, we wanted to work in partnership with clients to achieve the same things.
How did you market/sell your business?
It is all reputation and network. I still haven’t done any PR about the company.
Who were/are your mentors? Who did you look up to?
My constant mentor is my husband. He is involved in the business and we have worked together for 12 years. He drives and pushes me harder every day.
What are you most passionate about?
Everything comes out of a great team and culture. I’m passionate about them and making it the best place to work EVER. I’m also passionate about deciding and being in control of my own destiny.
When you first started, what did success look like?
My vision was 15, 10, 2. 15 people, $10mil turnover in 2yrs.
We are at 15 people after 12 months.
Tell me about the time you hired your first employee/s.
I took on an intern after two months of being by myself. I met her at an event I was speaking at. The next few employees were people who I had worked for at previous agencies.
What was your biggest challenge?
Getting juniors to the caliber that I was use to with a big agency. The big agencies were brands that everyone wants to work for and all I had as a brand to attract people was me.
What was the biggest marketing budget you ever had?
Zero – the budget I have is time and time alone.
Who are/were your main competitors?
The big agencies that I use to work for: Leo’s, M&C, 303 and BMF.
Do you consider your brand to be an industry Leader or Follower? Why?
I’d see myself as a cheeky challenger. We are like a naughty 2 year old – we look at the world like everything is new, there are no rules, everything is fun and we demand attention.
Would you start a new business today at the same age/time?
Absolutely – I wouldn’t change a thing.
What does your morning routine consist of?
Very early start, around 4ish. First off it is check my emails, then head to the living room to do a yoga session. After that it is either weights, a run or walk with my gorgeous Weimaraner. I’m at work just before or after 8am and stay there until 6 – 7pm. When dinner is finished, I jump back on the computer to make sure I’ve covered everything off.
How would you describe your managerial style?
Open, flat and direct. I tell everyone what I’m thinking so they know where they stand.
What do you think is the biggest threat to the world?
Complacency – because the world is changing really quickly and if you don’t change you will get left behind. Environment, technology, commerce, marketing, Australian dollar, politics – it all changes constantly and without warning.
What do you think is the biggest threat to your business?
Complacency – taking early success for granted.
What’s the biggest piece of advice you would give to someone who was thinking of starting up or is already running a small business?
I would give them two pieces of advice:
1. Do it now
2. Understand your financial position intimately
If you could change anything in the world, what would it be?
Inequality
What’s your favourite gadget?
My iPhone! I can’t live without it. My other favourite is the 35 antique cameras displayed in perspex boxes at my place.
What is your favourite brand/celebrity/actor?
adidas – they were a challenger, they reinvented themselves and they make great running products.
Nielsen Mandela – he went through a lot and still managed to forgive.
What kind of chocolate do you prefer? White, dark or milk?
Dark – the healthiest option with a bit of bitterness
Do you ever take time off?
Yes, I try to, but I’m always thinking of what else I need to be doing better at work.
How do you relax/wind down from work?
I run a lot and do a lot of yoga.
Company name: WiTH Collective
Type of Business: Digital Advertising Agency
Established: July 2010
Location/s: Sydney
Main Products/Services:
• Strategy (brand, digital, social, CRM)
• Production (print, digital)
• Analytics and optimisation (ROI focused)
Number of employees: 15
Website: www.withcollective.com
