Unfair Advantage Ltd

I am the founder of Unfair Advantage, the first such Digital Marketing Agency. Its hard won proposition, having experienced many Digital Marketing offerings, is "SMART Digital Marketing"."SMART Digital Marketing" has 5 foundational pillars: 1."S" stands for Strategic. Having led blue-chip multinationals in several countries, I understand the importance of placing Digital Marketing in its wider strategic and cultural context. 2."M" stands for "Marketing". Having been Marketing Director of L´Oréal and CEO of an international communications agency, I understand that Digital Marketing is a powerful element of a wider marketing mix that should be aligned from the outset with broader branding values. 3."A" stands for "Analysis". Having qualified as a Certified Digital Marketer, I understand the data driven nature of the Digital Marketing discipline. Creative ideas are only valid if they can be tested and proven to be effective through data-driven analysis. 4."R" stands for "Results". Having been CEO of companies with full P&L responsibility, I know how important it is, prior to any campaign, to create measurable goals or KPIs, whether they be increase in brand awareness, engagement or sales, and to base development discussion around them on insights from real tangible results. 5."T" stands for "Time". Having founded several entrepreneurial businesses, I understand the importance of the short-term and the long-term and, as a top business executive coach, the need to maintain partnership relationships that deliver results collaboratively over both time periods, achieving quick wins while building brand values for the future. The “SMART” business philosophies are available in a book I share with clients entitled "Digital Marketing: SMART Skills I learnt on the road". Clients in Spain have tripled engagement through these techniques.