Quick facts
SERVICE
Content marketing strategy + execution | Website content strategy + copywriting
OUR ROLE
- Copywriting
PARTNERSHIP
2024 – present
Client
The Association for Data-driven Marketing and Advertising (ADMA) is Australia’s leading industry body for future-focused, data-led marketing. Its mission is to empower marketers through education, advocacy and support.
In 2024, the ADMA team engaged RM to help elevate their thought leadership and deliver genuine insight and value to their community of marketers.
That initial engagement has since grown into an ongoing partnership, spanning a full website rewrite, brand voice development, a writing style guide, a branded slide deck and more.
Challenge
ADMA has a lot to offer the industry: expert-led courses, cutting-edge insights on the latest trends and technology, unmatched regulatory knowledge and connections to huge brands.
But with a dedicated marketing team already stretched, translating that expertise into consistent, compelling content – in a distinctive and accessible voice – was no small task.
They needed a partner who could bring it all together and bring their benefits to life.
Solution
What began as a content marketing brief has evolved into a broader partnership including:
- Thought-leadership articles: We interview high-profile CMOs and senior marketers from the likes of Meta, Spotify, Qantas, TikTok and Tourism Australia on behalf of ADMA. These pieces capture eye-opening case studies and expert perspectives on everything from AI to influencer marketing.
- Educational content: We’ve delivered a steady stream of insight-rich ‘how-to’ articles, avoiding generic fluff in favour of sharp, actionable guidance that will improve marketers’ work.
- Brand voice development: After 12 months of content collaboration, ADMA knew there was no better team to formally define their tone of voice and standardise their writing style. We captured a distinctive tone that positioned ADMA as lively, expert and accessible – then captured it all in a detailed style guide to support consistency across platforms and writers.
- Website rewrite: As part of ADMA’s website overhaul in 2025, we rewrote all copy to reflect its updated tone, streamline messaging and ensure a cohesive presence across every page.
Results
We’ve helped ADMA sharpen its voice and elevate its industry presence. Now:
- ADMA’s content stands out for its clarity, substance and expert-led insight.
- Industry leaders increasingly look to ADMA for guidance on marketing trends, compliance and emerging technology.
- The new brand voice has created a stronger, more cohesive experience across all ADMA channels.
- The updated website has given ADMA a stronger digital presence and made it easier for marketers to find the content, courses and support they need.
- ADMA’s thought leadership drives both brand visibility and course enrolment.
Vikki and her team at Refresh Marketing are highly valued members of our extended team. They’re expert copywriters, outstanding communicators and have the rare ability to convey complex technical information and regulatory updates in a way that is clear, compelling and confident. Working closely with our content manager, regulatory team, AI manager and key stakeholders, Refresh perfectly capture ADMA’s brand voice and have helped us to not only engage with our core audience, but to build capability across the marketing community as well. I can’t recommend them highly enough.
ADMA Pty Ltd