Dux Agency Shakes Up Commercial Property Marketing


Dux Agency has quickly made its mark on the commercial property industry by bringing to market more than $1.9 billion of commercial assets since opening the doors to the agency in June this year.

Dux Agency’s unprecedented levels of success have been chalked up to the combination of the directors three distinct skillsets: marketing, media and creative design – with their industry experience helping them understand the nuances of the property market and deliver tangible results for clients.

Talking to the three directors from Dux Agency – Nick Keenan, Lauren Mai and Chris Sutherland – it’s clear to see why their first six months have been so notable and the excitement for next year is palpable.

Dux Agency have worked across the full spectrum of campaign types. From large capital markets, office, industrial and retail EOI's, to smaller strip retail and office leasing campaigns, it is clear that they have filled a gap in the commercial marketing sector and offer a service that the industry has been yearning for.

“Since launching in June, we’ve worked on campaigns of all sizes and scopes,” Dux Agency media director Chris Sutherland said.

It has been a fantastic experience because it allowed us to put our complementary skillset together, combine our thoughts and deliver a world-class outcome.”

Creative director Nick Keenan said that the agency has been exposed to a broad spectrum of the market in the last six months.

“We’ve been able to work on retail and strata assets all the way through to $300 million-plus commercial portfolios, and I’ve seen a big comeback toward the requirement for creative execution, which results in a much more collaborative approach to marketing,” Keenan said.

“When we were preparing to launch the business, we identified a distinct gap in knowledge of property and what it takes to build a successful property campaign, whether that’s commercial sales or leasing.

“The frustration you would hear from the industry was that there was not enough understanding of the nuances of what it takes to drive a campaign home on time, but also the creative element that doesn’t necessarily tell their story in a manner in which they would like.

“We wanted to fill that gap.”

When asked whether having three distinctly different personalities and skillsets at the helm of the agency made it hard to manage commercial campaigns, the answer was a resounding “no”, as the directors explained that the differences allow them to understand the entire picture and approach the campaign from all angles.

“Creative briefs follow beautifully into a media brief, and then our execution is what brings it home,” marketing director Lauren Mai said.

“Having these the three pillars at the core of our business – creative, media and execution – allow us to balance the budget and timeframes for a seamless campaign execution without compromising on the world-class creative elements.

“The reason we’re getting such good engagement in the market is because of our combined knowledge as directors and our three different skillsets.

“We get involved at the ground level for our clients, we all collaborate and we challenge each other,” Mai said.

“It’s in our nature to be collaborative,” Chris Sutherland added.

“We work best when we’re collaborating with our partners, because it allows us to build a structured campaign and build a brand consistently from the start to finish.”

Off the back of such a successful first six months in operation, the future looks bright for Dux Agency – with a solid trajectory and big plans to grow coming into 2020.

“We couldn’t have asked for a better start to business, and in the future we have big plans to grow the business and our staff,” Mai said.

“We’re looking forward to working with great clients that we’ll collaborate well with. Watch this space for what’s to come.”

The Urban Developer is proud to partner with Dux Agency to deliver this article to you. In doing so, we can continue to publish our free daily news, information, insights and opinion to you, our valued readers.

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