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Guerrilla: a creative agency with a global perspective

Nick Nichols | July 14, 2022

When fanatical Whovians click to get their fix of the latest news from BBC Studio’s global Doctor Who website, there’s a touch of Gold Coast in the experience.

BBC Studios has been a client of Gold Coast digital and brand agency Guerrilla for more than a decade and its latest project involved the complex task of developing a new platform to power the broadcaster’s integrated global network of websites for brands such as Doctor Who, BBC Earth and the hugely popular Bluey children’s series.

BBC Studios is among Guerrilla’s many long-term international clients who have sought the company’s marketing services over the past 20 years.

Established in 2002 and led by business partners Rob Bare and Anna Kertesz since 2016, Guerrilla has grown to become one of the largest full-service agencies on the Gold Coast. Its global reach is supported by an international team of professionals who deliver in-house digital media, branding, creative, content and website development services for some of the world’s biggest brands.

The agency also works with Japan’s Daifuku, the world’s fourth-largest materials handler which services customers in a range of industries from car manufacturing to airport management systems. Guerrilla has worked closely with Daifuku’s Airport Technologies division which provides baggage handling systems, security screening, and self-check-in kiosks for airports around the world.

“While this is a completely different business to BBC Studios, one that is heavily business-to-business focused, we are able to facilitate their needs through our extensive experience across all areas of marketing and technology,” says Ms Kertesz.

“It’s quite amazing what you can learn from one industry and bring those learnings into another industry. In many ways, this contributes to our success.”

Rob Bare and Anna Kertesz

BBC Studio’s global Doctor Who website

Guerrilla’s ongoing relationship with BBC Studios has led the agency to seek out further opportunities to expand its presence in the UK, leading to its participation in the City of Gold Coast’s trade mission to Birmingham in July as part of the 2022 Commonwealth Games Business and Tourism Program.

“The UK is a perfect fit for us from a cultural and logistical perspective,” says Ms Kertesz.

“Over the past two years we were able to complete quite a complex project for BBC Studios, re-platforming almost all their websites globally. All of this was done in-house by our Burleigh Heads-based team.

“We have two after-hours calls with BBC teams each week. It provides many benefits to the working relationship. Often BBC briefs us overnight and we’ll complete work during the day providing an efficient 24-hour work cycle. It’s an arrangement that’s proven to be extremely effective, particularly on large projects.”

While Guerrilla is one of the biggest full-service marketing agencies on the Gold Coast, with an in-house team of 28, the company largely competes at a national and international rather than local level.

“We have a broad experience across many industries such as entertainment, finance, aviation, property, health, FMCG and tourism; this breadth makes us a much stronger agency,” says Mr Bare, Guerrilla’s Brand and Strategy Director.

“We’ve had long working relationships with many of our clients offering us the ability to get some quick results for them when needed and, at other times, to work on more strategic initiatives across the broader business.

“Marketing strategy and business strategy are intertwined. You can’t really separate them, so we work closely with our clients to understand how their business works and where we can add value, which has driven our growth in recent years. Many of our clients come from different sectors and are both large and smaller enterprises. Some will have big marketing and tech teams in-house and others might have a single marketing manager, but we are able to wrap our services and our team around their needs.”

The Gold Coast, which is renowned as the lifestyle capital of Australia, provides a firm foundation for Guerrilla to grow its service offering to the global market.

“The lifestyle on the Gold Coast offers a significant advantage in terms of recruiting talent,” says Ms Kertesz. “We have a huge international contingency within the team, accounting for more than half our talent and they’ve come from Europe, the UK, Asia and South America.

“We also attract great talent from Sydney and Melbourne looking for a lifestyle change on the Gold Coast. We actively encourage our team to enjoy the benefits of the coastal environment, such as going out for a surf during their lunch breaks. Our team’s diversity is certainly something that Rob and I love, but the team does as well. It provides a great working environment that drives our creative energy and productivity.”

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