New Zealand-founded marketing technology company Thread has launched across Australia and New Zealand, with the aim of offering marketing teams a single place to record, understand and learn from their marketing activity.
The platform brings marketing activity, investment, performance and the context behind it together in one structured place, covering campaign briefs, media plans, budgets, creative, results and learnings.
Troy Fuller, co-founder and CEO of Thread, said: “Marketing teams aren’t short of information. The challenge is turning all of that information into something they can actually use.
“Most organisations have years of marketing knowledge sitting across reports, presentations, inboxes and marketers’ heads. Thread gives that activity a home and then puts it to work, allowing teams to not only understand what happened and what was achieved, but, most importantly, why. Those learnings can then be used to make better-informed decisions next time.”
The latest New Zealand companies to join Thread include DB Breweries, ANZCO Foods, FreshChoice supermarkets and Metlifecare, with discussions underway with a number of brands in Australasia.
Thread’s Smart Add tool allows marketers to add documents including campaign briefs, media plans, budgets, recommendations and post-campaign reviews. The platform maps the information onto its proprietary framework for teams to review, confirm and add to their activity library.
Marketers can use Ask Thread to pose natural-language questions about their marketing activity and receive answers based on their context, performance and campaign history.
Thread co-founder and chief product officer Phil Newman said: “Marketing has spent years investing in measurement, but very little in memory. Teams shouldn’t have to rebuild the story every time someone asks what worked.
“Thread’s embedded AI capability now makes it possible to structure the messy reality of marketing without creating more manual work.
“Unlike brand tracking platforms, media dashboards or attribution tools, Thread captures not only the numbers, but also the reasoning behind them, preserving recommendations, creative decisions and campaign context alongside the performance data.”
ANZCO Foods is using Thread for its Angel Bay brand. Marketing manager Becky Turnbull said: “Before Thread, half our campaign history lived on our server and the other half in my inbox. Now it’s all in one place, for the entire team. I’ve just put $3.5m of activity into Thread dating back to 2022. Now I’m not writing reports from scratch anymore.”
Fuller has spent more than 20 years in advertising across New Zealand and Australia, including leadership roles within the Clemenger Group, before founding independent creative agency Multiplied in 2021. Newman has worked in advertising production and operations roles for 15 years, including senior positions at Dentsu, before moving into automation and AI within the marketing and advertising team at ArchiPro, later founding AI and automation studio Chuffed.
Thread’s analytical foundation was developed in collaboration with data science lead Hayley Clinning, who has more than a decade of analytics experience.
