Summary
Marketing Agency: Starting a B2B marketing agency to empower and execute for our clients.
Marketing Agency: Starting a B2B marketing agency to empower and execute for our clients.
Challenge:
Faced with repeated requests for marketing execution support, and having observed frequent misalignment between business strategy and marketing execution, Overt explored the prospect of building a new business venture as a potential solution.
Process:
Working alongside a marketing expert, we developed a business strategy for a low-cost-to-operate marketing agency that leveraged a network of best-in-class talent. We completed a market opportunity analysis and determined the best problem-solution fit.
Outcome:
In 2024, we co-founded our sister business: Mkt Agency, a solution-agnostic marketing agency that collaborates with clients to identify and implement strategic marketing tools to deliver results.
Challenge
Overt has been fortunate to build strong strategic relationships with several of our customers. As a consequence of this, the majority of our past and current work has come to us by way of word-of-mouth referrals. Whilst we haven’t had to ‘traditionally’ advertise our solution to date, we’re acutely aware of the value of strong communication and marketing efforts and realise the important role they play in scaling businesses.
Over the course of our various projects, considering the experience strategy (how customers/prospects might be attracted to, engage with, and ultimately utilise our customers’ services and products) has been a strong focus. Our clients have continued to express interest in using Overt to provide them with marketing execution support alongside our strategic execution advisory services.
To avoid diluting the focus of our strategy studio, and in acknowledgement of our own capacity constraints, we sought an alternative solution to solve this expressed client need.
Overt has been fortunate to build strong strategic relationships with several of our customers. As a consequence of this, the majority of our past and current work has come to us by way of word-of-mouth referrals. Whilst we haven’t had to ‘traditionally’ advertise our solution to date, we’re acutely aware of the value of strong communication and marketing efforts and realise the important role they play in scaling businesses.
Over the course of our various projects, considering the experience strategy (how customers/prospects might be attracted to, engage with, and ultimately utilise our customers’ services and products) has been a strong focus. Our clients have continued to express interest in using Overt to provide them with marketing execution support alongside our strategic execution advisory services.
To avoid diluting the focus of our strategy studio, and in acknowledgement of our own capacity constraints, we sought an alternative solution to solve this expressed client need.
Process
In many instances, we observed an alignment challenge between business strategy and marketing activities; this strategy ‘gap’ originating from both client-side and the agencies involved. Briefing challenges, separate but not-aligned marketing performance indicators, and a lack of strategic market thinking all influencing the challenges experienced.
This observation prompted Overt to explore the opportunity of building a strategy-led marketing agency focused on bridging the alignment gap. We undertook cursory market research, completed a market-opportunity assessment, developed a problem-solution fit, and defined the potential milestones we’d like to achieve through this second/sister business.
We worked with a seasoned marketing professional to design a business strategy for a low-cost-to-operate marketing agency; one that could provide the single point of accountability that clients require, while maintaining low overhead costs to enable a nimble scale-up and scale-down approach according to client needs.
We specifically wanted to avoid a cookie-cutter approach to marketing based on our own lived experience, where many agencies build infrastructure and capability and “fit” the client problem/opportunity to this. We believed that we could leverage the strategic thinking inherent in the Overt processes, with the powerful execution capabilities of a network of best-in-class talent as-and-when needed.
In 2024, Overt co-founded Mkt Agency, a solution-agnostic marketing agency that collaborates with clients to identify and implement strategic marketing tools to deliver results. The business identifies clients’ unique challenges and objectives, and partners with world class designers, producers, copywriters, and in-field experts to deliver quality marketing solutions aligned to the business strategy and communication requirements. By drawing on the collective expertise of individuals who have mastered their respective craft; Mkt Agency creates dynamic, bespoke communication solutions and campaigns that help drive businesses forward.
Process
In many instances, we observed an alignment challenge between business strategy and marketing activities; this strategy ‘gap’ originating from both client-side and the agencies involved. Briefing challenges, separate but not-aligned marketing performance indicators, and a lack of strategic market thinking all influencing the challenges experienced.
This observation prompted Overt to explore the opportunity of building a strategy-led marketing agency focused on bridging the alignment gap. We undertook cursory market research, completed a market-opportunity assessment, developed a problem-solution fit, and defined the potential milestones we’d like to achieve through this second/sister business.
We worked with a seasoned marketing professional to design a business strategy for a low-cost-to-operate marketing agency; one that could provide the single point of accountability that clients require, while maintaining low overhead costs to enable a nimble scale-up and scale-down approach according to client needs.
We specifically wanted to avoid a cookie-cutter approach to marketing based on our own lived experience, where many agencies build infrastructure and capability and “fit” the client problem/opportunity to this. We believed that we could leverage the strategic thinking inherent in the Overt processes, with the powerful execution capabilities of a network of best-in-class talent as-and-when needed.
In 2024, Overt co-founded Mkt Agency, a solution-agnostic marketing agency that collaborates with clients to identify and implement strategic marketing tools to deliver results. The business identifies clients’ unique challenges and objectives, and partners with world class designers, producers, copywriters, and in-field experts to deliver quality marketing solutions aligned to the business strategy and communication requirements. By drawing on the collective expertise of individuals who have mastered their respective craft; Mkt Agency creates dynamic, bespoke communication solutions and campaigns that help drive businesses forward.
Process
In many instances, we observed an alignment challenge between business strategy and marketing activities; this strategy ‘gap’ originating from both client-side and the agencies involved. Briefing challenges, separate but not-aligned marketing performance indicators, and a lack of strategic market thinking all influencing the challenges experienced.
This observation prompted Overt to explore the opportunity of building a strategy-led marketing agency focused on bridging the alignment gap. We undertook cursory market research, completed a market-opportunity assessment, developed a problem-solution fit, and defined the potential milestones we’d like to achieve through this second/sister business.
We worked with a seasoned marketing professional to design a business strategy for a low-cost-to-operate marketing agency; one that could provide the single point of accountability that clients require, while maintaining low overhead costs to enable a nimble scale-up and scale-down approach according to client needs.
We specifically wanted to avoid a cookie-cutter approach to marketing based on our own lived experience, where many agencies build infrastructure and capability and “fit” the client problem/opportunity to this. We believed that we could leverage the strategic thinking inherent in the Overt processes, with the powerful execution capabilities of a network of best-in-class talent as-and-when needed.
In 2024, Overt co-founded Mkt Agency, a solution-agnostic marketing agency that collaborates with clients to identify and implement strategic marketing tools to deliver results. The business identifies clients’ unique challenges and objectives, and partners with world class designers, producers, copywriters, and in-field experts to deliver quality marketing solutions aligned to the business strategy and communication requirements. By drawing on the collective expertise of individuals who have mastered their respective craft; Mkt Agency creates dynamic, bespoke communication solutions and campaigns that help drive businesses forward.
Outcome
As of 2025, Mkt Agency has completed a successful first year of operation, in which it continued to support its marquee client while gaining an additional two retainer clients (alongside project work for an additional set of clients). With its lean business model, the agency was able to operate profitably within it’s first quarter and continues to unlock the proposed business milestones. Through combining Overt’s strategic expertise with Mkt Agency’s management of best-in-class suppliers, we have been able to support the agency’s marquee client in unlocking several opportunities across the continent, including a partnership with a prominent global commodities business and a global player in the national sovereignty space. Mkt Agency was also able to rapidly deliver a bespoke solution-and-benefits pitch deck for a large insurer after the incumbent agency had failed to deliver.
Thinking Ahead
Having spent the first year refining our processes and approach, the business has successfully positioned itself for long-term sustainability and growth. With a niche focus on delivering strong B2B value, we look forward to scaling the business over the next few years.
Want to find out more? Get in touch.
Want to find out more?
Get in touch.
Want to find out more?
Get in touch.
Philip Wilson, Managing Director