Australian marketing agency, Impressive, is breaking away from the traditional agency model, opting instead for a user-friendly, one-stop-shop approach.

The new model shifts from a retainer model to one where fees are determined by the performance of a client’s campaign.

It's also departure from the norm where clients are 'managed' by an account manager. Instead, clients can now directly communicate with the front-line experts working on their campaigns.

Founded in 2016 as an independent digital agency, Impressive has grown to a size where it can meet all its clients’ marketing needs. The new business model has found near-immediate success, according to Robert Tadros, Impressive’s founder and CEO.

"The most obvious example of the agency-client disconnect is that many businesses must now manage multiple agencies, most of which will offer a single service, such as digital marketing. There are also other client complaints that anyone who’s worked in an agency will be familiar with. Such as agencies not having skin in the game with campaigns and having bureaucratic structures that make getting things done hard," Tadros said.

The agency has recently added new clients to its roster, including prestigious retailer Space Furniture, mug maker KeepCup, and a significant super fund.

Group Head of Marketing at Space Furniture, Michelle McEwen, said: "Impressive’s performance-driven, multi-channel approach and access to specialists aligns well with our goals, and we’re excited to see the impact this collaboration brings," she said.

Tadros is confident that the new approach will continue to yield success. "It’s always a risk to try something new, but there’s a growing realisation that the old-school agency model isn’t fit for purpose. The business model we’ve now embraced – bringing our specialists together as one cohesive, non-siloed team that speaks directly with our clients and is focused on achieving their commercial objectives – has found near-immediate success. And I’m confident Impressive will enjoy much more success once word gets out that we offer our clients something they won’t find elsewhere," he said.