Buckled Up, an independent agency founded by Mary Arbuckle and Irina Dwyer, has launched in Australia. Specialising in onsite retail media (RM), the duo boasts big brand experience under its belt.
The launch follows the explosion in RM, estimated to be attracting more than $1bn in ad spend. Buckled Up simplifies the channel for brands by planning, buying, managing, and measuring all onsite RM activity, which is managed through retailers’ online self-service systems.
Irina Dwyer, Co-Founder and Director said that the agency is very much ‘what you see is what you get.’ “It’s just the two of us – we are a micro-agency specialising in a very small part of the total RM channel. We’ve worked ‘in the trenches’ so we really understand the challenges that brands face and how internal silos can be tricky to manage”.
“For brands working across multiple industries, we can help to get across multiple systems and nuances – this is what we specialise in and are passionate about,” said Dwyer. “We want the brands to do good things and have their best interests at heart”.
Mary Arbuckle, Co-Founder and Director said that the two always dreamt of starting a business together. “With my background in ecommerce and digital, along with Irina’s experience in in-house marketing teams and agencies, we felt this would be the perfect blend of our 40+ years of endto-end experience and skillset,” Mary said.
“Our point of difference is that we work from a brand perspective; we don’t get any kick-backs from the retailers. We simply work with brands to understand how onsite RM can help them achieve their KPIs,” said Arbuckle. “We’re not only the face of Buckled Up, but also the ones behind the scenes ‘doing the doing’. You will never get ‘handed off’ to someone else after we win the work.”
The duo boasts big brand experience from names such as Bunnings, Dulux, Simplot, Sorbent, General Mills, WesHealth and Specsavers. The team also work in collaboration with other agency partners to produce a unified RM approach.
