AUCKLAND, Today: D3 is putting its own strategy to the test, launching a bold self-promo campaign lighting up billboards across Auckland, Wellington and Christchurch to showcase what data-driven media can really do.
Instead of chasing trophies, D3 is showing off what smart, data-led media looks like in action. The campaign, called By Example, flips the script on traditional agency marketing and turns D3’s own media strategy into the message.
“‘By Example’ is our credentials in action. No industry back-pats, no shiny statues – just strategic, creative, results-focused media thinking on full display,” says D3 Co-Founder Alex Radford. “We’ve always believed our client work should speak for itself. Now, we’re doing the same for our own brand.”
Phase one launched this week with digital out-of-home creative dominating peak commuter hours, from bus shelters to airport screens, backed by paid search and social.
Headlines like “TAKE YOUR MED³IA OFF AUTOPILOT” and “MEDIA AS EASY AS ABCD³” are designed to stop busy marketers in their tracks. Every ad is timed to hit decision-makers during the busiest city windows between 7–9am and 3–7pm.
“We’re flipping the script on how agencies build awareness. Awards don’t build brands. Smart, data-fuelled media does.” – Richard Thompson, Co-Founder of D3
Richard Thompson, Co-Founder of D3, says, “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.”
D3, founded in 2018 by Radford and Thompson, has grown to a team of 25 across media, eCommerce, data, SEO and AI consultancy. Clients span New Zealand, Australia, the US, UK and Canada, including Milford, ZIWI, Metlifecare, The Co-operative Bank and Rodd & Gunn.
The agency is proud of its numbers too, a client NPS of 8.9 and staff satisfaction score of 8.4. It’s proof that D3 focuses on outcomes, not optics.
The By Example campaign also highlights D3’s approach to long-term brand building inspired by Binet & Field’s principles. While phase one drives awareness, phases two and three in 2026 will explore automation, B2B strategy and advanced AI and SEO thinking.
“This is just the beginning,” said 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.”
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