Client Hour with Anna Magliano

Client Hour Edition 2. What Great Agency Partnerships Actually Look Like

We sat down with Anna Magliano, our Chief Client Officer, to explore how strong media-agency partnerships drive real change. Read a insightful, candid convo with REA's Chris Reeves...For this edition of our Client Profile series, we sat down with Axel Moline, the marketing mind behind one of Australia’s most iconic tourism destinations, Scenic World.

Having founded not one but two agencies before making the leap client-side, Axel brings a rare perspective to the world of marketing partnerships, media, tourism and the occasional long lunch.

In conversation with Kaimera Chief Client Officer, Anna Magliano, Axel shares his thoughts on agency relationships, real-time data obsession, why Sydneysiders take the Blue Mountains for granted and the surprisingly powerful ultra trail running meme community.

How long have you been at Scenic World and what attracted to you to the role?

Almost 6 years, sheesh time flies. I moved to the Mountains just before the pandemic. I had sold out of the agencies I founded, Present Company and then Lost Art, and was looking at in-house roles. I thought I’d end up commuting somewhere like Parramatta, and then this job popped up around the corner! It’s a dream role really. Working somewhere beautiful and selling happy times.

Scenic World is such an iconic Australian destination - what's harder: attracting international tourists or reminding Sydneysiders not to take it for granted?

Depends on the market... We’re hugely popular in places like South Korea, around 25% of all Koreans that lands at Sydney Airport comes to Scenic World, which is kinda nuts.

Most international visitors will only ever visit us once. Sydneysiders often visit as kids, then don't return until they have a kid themselves or are entertaining their uncle who’s come to visit from Mumbai. Then again, we have thousands of Annual Pass holders who visit many times a year.

Have I answered the question? No. Do I care? Also no.

What’s one thing agencies still get completely wrong about working with Clients?

They think I only need to be taken for lunch once or twice a year. Bonkers.

If you could instantly remove one frustration from the marketing or tourism industry tomorrow, what would it be?

I want more data, all the time, about everything, in real time.

What’s the moment you knew Kaimera had become a true partner rather than just a supplier?

The team are terrific. I’ve known you [Anna] for many years, but everyone I’ve met are wonderful people and truly excellent at their job.

We’re by no means their biggest client, but we are always treated like we are. We have set revenue records every year we’ve worked with Kaimera EVERY YEAR.

What’s the last ad, campaign or brand moment that made you stop scrolling?

The Satisfy x Adidas “Circle Pit” launch last week. It actually looked like a fun event, but I’ve also thoroughly enjoyed the backlash, which says more about the positioning of the brand than the campaign itself.

The ultra trail running niche meme community is bigger and more powerful than you think.

What’s a piece of advice you’d give your younger self entering the industry for the first time?

Many, many years into the future, there will be one afternoon when you will slack off to answer some questions for your favourite media agency. Make sure you get a better lunch beforehand. A grapefruit wasn’t it.

What's your Plan B?

My girlfriend runs an interior design and architecture company, Studio Isgro. She’s going to become so successful that I can retire and pursue my passion of not working.

Maybe I’ll go on one of those Euro cycling holidays Nick Behr does? Maybe I’ll become Trent’s full-time wingman. Go fly fishing with Max. Go to the World Cup and smoke imitation cigarettes with Vargo. Head to Vegas with Mads for the NRL.

The possibilities are endless.

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At Kaimera, we’re lucky enough to work with clients who challenge us, trust us and occasionally make us laugh harder than most internal meetings ever could.

A huge thanks to Axel for taking the time to chat with us, and for proving that the best client partnerships are built on honesty, shared ambition and, apparently, proper lunch planning.