Beyond Data-Driven Media Buying: Angela Rogers, Audience Group’s New Client Services Director, on Trust and Evidence
At Audience Group, we don’t just buy media—we buy audiences. It’s what we’re known for, and it’s proven to positively impact our clients’ business performance. Our clients have confidence in our evidence-based approach which takes our work well beyond data-driven media buying. Building strong client partnerships is at the core of what we do, because the most enduring relationships and the best results are built on trust.
That’s the philosophy Angela Rogers brings to her role as Audience Group’s new Client Services Director. And if there’s one thing she values, it’s honesty.
We sat down with Angela to talk about trust in advertising, evolving client expectations, and building partnerships.
“This agency was built on a burning desire to evolve and find smarter solutions for our clients,” Angela says.
“That commitment is why our approach to buying audiences through the power of advertising and data science continues to set the benchmark in the industry.”
Angela’s role is all about making things happen. She ensures Audience Group’s clients receive smart strategies and strong execution to achieve real results.
“A big part of my role is to create an environment at Audience Group where people feel supported and driven to do their best. It’s important to ensure that our people feel invested in our clients’ success because that’s when the relationship becomes a true partnership,” she explains.
“And it’s a partnership where agency and client are on the same team, and both are very intentional about achieving what we set out to do together.”
Golden Rules
When asked for her golden rules for clients, Angela doesn’t hesitate:
“Tell it like it is. No feelings will be hurt.”
At Audience Group, progress benefits from straight talk, clear expectation-setting, and a shared commitment to doing great work.
”If I can have a second rule — and this is hard to say as a perfectionist, but — it’s this: progress over perfection. Our best work happens when we have momentum and are striving for the same goals,” says Angela.
“That same foundation of trust and pursuit is what gives clients the confidence to collaborate with us to put their data to work.”
Why Evidence-Based Advertising Goes Beyond Data-Driven Media Buying
Advertisers have more data than ever, so you’d think making decisions would be easier. But many brands struggle to activate their data effectively for strategic decisions across the business—let alone for advertising.
“Audience Group has a proven track record of using data to drive better business outcomes because we practice our proprietary brand of evidence-based advertising,” Angela explains. “Data-driven media buying only goes so far. The real advantage comes from our evidence-based advertising approach, which leverages empirical evidence, advanced analytics, predictive models and industry-leading methods.”
Every client is different, and every data ecosystem is unique. Audience Group determines how to best activate each client’s data for advertising and media strategy in the short and long term.
“Some of our clients have a high level of data maturity. But we’re just as effective when dealing with clients just beginning the journey to better data use,” adds Angela. “We take the time to understand where they are and what’s possible with their existing data. Plus, we consider what additional data they could access—all with a sharp focus on data privacy.”
Of course, the broader data ecosystem isn’t static. Privacy regulations, shifting consumer behaviours, and evolving technologies mean that advertisers have to stay on the front foot.
“We’re constantly improving and evolving our use of data and analytics for advertising, and we involve our clients in that journey,” says Angela.
The Future of Advertising Services & Media Strategy
Angela doesn’t think there’s a dramatic change coming—more a continued evolution.
“The bar will continue to be raised, and we will play an active role in pushing the bar higher.”
With AI-driven advancements in speed, accuracy, and efficiency, brands will expect even more precision and impact from their advertising investments.
“The standard of work will need to rise to match the development of AI, automation and AdTech,” Angela notes. “Audience Group has always been about curiosity, innovation, and pushing for better ways to do things. As brands increasingly demand more than just data-driven media buying, we will continue to evolve. We intend to be at the forefront.”
“I see our growth accelerating as we continue to work with smart, ambitious clients who are eager to put real results on the board,” says Angela. “As we scale, my role is to make sure we keep investing in our people, strengthening client partnerships, and driving the next evolution of advertising.”
