The next step in our journey

Three years ago, Jessie and I launched Amicus Digital with the purpose of helping our customers deliver the very best experience to their consumers through the use of data and market leading technology. We chose Salesforce Marketing Cloud as the best platform. And we sought to hire only those people who shared our vision and values, who are curious, who demand excellence and who have a genuine passion for helping their customers.

We chose our brand, Amicus, because it means friend which is what we aspire to be to our customers – to provide support and guidance but also to challenge and constructively critique. Our first employees were teachers and trainers, consultants who were passionate about empowering their customers and helping them be self-sufficient.

This focus on the customer, on being a friend, permeates everything we do and has led to us developing a reputation for collaboration, flexibility and service to our customers in an industry which is more familiar with rigidity, dry processes and technical jargon.

There was very clearly a need for our style of consultancy because in the short time since we started, we have had the pleasure of serving many of Australia’s best brands – organisations that a business as young as ours has no right to expect to work with. And yet barely a month goes by where we are not humbled by the faith of another leading organisation choosing us as their partner.

Our success has been driven by the passionate determination of our team. It takes a special group of people to take a risk and join a small, unknown start up and to choose to bring their individual talents and experience to help create something different. We are incredibly fortunate to have the team we do who choose us over more established players because they believe in what we do and want to be involved.

Today Amicus Digital takes a huge step forward in its pursuit of helping organisations use technology to transform their customers’ experiences. Today we join the Dentsu Aegis Network following our acquisition by Merkle, one of the world’s leading communications groups. Merkle shares our passion for the customer and for what technology can enable. Working alongside our new colleagues provides us with the tools, experience and scale to allow us to do what we do even better, whilst continuing to deliver in the way that has set us apart from the very beginning.

A huge thank you from Jess and me to our team, customers and partners for bringing us this far. We are tremendously excited about what the future holds.

Amicus Digital establishes a strategic partnership with Tquila ANZ


Tquila ANZ and Amicus Digital Sign Strategic Alliance
Salesforce powerhouses enter a formidable partnership


Sydney, October 23, 2017 – Tquila ANZ, Platinum Consulting Partner, and Amicus Digital, Gold Consulting Partner, have today announced the signing of an exclusive strategic alliance that brings together Tquila’s multi-cloud skill set and expertise and Amicus Digital’s leadership in Salesforce Marketing Cloud solutions.

“Over the last year, Tquila has been focused on setting strong foundations for growth actively expanding our capabilities across all areas of the business enabling us to help our customers on their digital transformation journeys.

“Combining Amicus Digital’s leadership in marketing cloud solutions with Tquila’s core skill sets and depth and breadth of expertise in multi-cloud will undoubtedly make us a powerhouse in the Salesforce eco-system. The sky’s the limit and, together, we’ll aspire to become the #1 multi-cloud go-to-partner in Australia,” said Jo Masters, CEO, Tquila ANZ.

Amicus Digital is a specialist provider of services in Salesforce Marketing Cloud and in less than three years has established itself as a leader in its category with a portfolio of blue chip brands and a reputation for excellence. In 2017 Amicus Digital was a proud finalist in the New Business category of the Telstra Business Awards which honours the achievements of Australia’s best small and medium businesses.

“Our decision to partner with Tquila combines Amicus Digital’s experience in Salesforce Marketing Cloud with Tquila’s Salesforce capabilities,” said Blair Cooke, Managing Director, Amicus Digital. “This makes it far simpler for the customers we collaborate on to access proven expertise across all areas of the Salesforce platform and achieve value far quicker. The fact we share similar values and culture only strengthens the experience we will deliver together.”

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About Amicus Digital
Founded in 2015, Amicus Digital is widely recognised as the largest independent specialist in Salesforce Marketing Cloud and have, over the last two years, become the fastest growing Salesforce Marketing Cloud partner in Australia. In 2017 Amicus Digital was a proud finalist in the New Business category of the Telstra Business Awards which honours the achievements of Australia’s best small and medium businesses. They are one of five Gold Consulting Partners in Australia.

About Tquila ANZ
Driven by a culture of innovation and technology excellence, Tquila ANZ designs, builds and manages solutions on the Salesforce platform to support customers’ business needs, maximise their technology investment and help them grow their businesses profitably. A member of the Tquila International family, Tquila ANZ is headquartered in Sydney with presence in Brisbane and Melbourne.

Peach up your social in 2016

From Peach to performance, we review and help you audit your social marketing landscape for success

Having spent a fair number of years working across clients with substantial digital investment, I’ve come to notice a trend that actually impacts marketers more than they realise:

We tend to adopt new social channels as flippantly as our New Year resolutions.

Between your Australia Day hangover and the distant memories of your December break, you may have heard about the new social site called ‘Peach’? Well, it’s dead.

While I’m all for the growth and investment in social, rushing to adapt and adopt your social strategy based on trends and not validated research can leave you feeling less than peachy.

So before you plunge into the depths of new channel-land, I urge you to take a step back and think.


For a deeper dive into what and how to audit your social effort, download GAME PLAN, our checklist for starting the social year on the right foot.

And if you’re still itching to get on Peach – here’s how and what to expect from our friends over at CNET.

Sharpen your focus on ROI

Now is the time to take stock and review the success and failures of the year that was. Just because investment in social has doubled or tripled, doesn’t mean your channel spread should. Instead you should be having conversations about measuring the value of each of your channels.

This is what I’m thinking?

Less can indeed be more. Cut back and cull; sharpen and refocus. The key to driving a successful social media plan into the year ahead lies in building on the success and failures of what was, and looking forward to drive commercial return.

There are FOUR things you must do today

Doing these four things today will help you create the social relevance you need to succeed in 2016:

  1. Conduct a health check of your environment, and especially the data and reporting which you can use to establish social benchmarks
  2. Review the best and worst of 2015 and use this to refresh your social playbook, the social compass of the business
  3. Review and audit the technology you have, you need and simply can’t do without
  4. Refine and update your social strategy to ensure relevance in the year ahead

The right game plan delivers results

A solid social media strategy that dovetails into overarching business goals is far more likely to deliver results (or commercial return) than spreading your workload and social inventory across even more channels in the hope that something finally works.

Snapchat is a great example of a network that is pushing marketers into defining their social purpose. It’s not a natural fit for brands, so they have to work harder to define quantifiable value. And it’s quantifiable and measurable value that we need to aspire towards from our social efforts.

Build on your strengths

Before you power up your PC and create profile pics for all your new channels; step back, assess what is truly right for your business and lead your team with a marketing plan built for success.

Build on your strengths; focus on the measurable wins and resist the urge to follow the trends and plough your way through the unnecessary adoption of new channels.

If you had one word for 2016

The ringing in of the New Year is like opening the floodgates; New Year resolutions inspire our en-thusiasm and swirl around our faces before subsiding into every other day of the year.

The ringing in of the New Year is like opening the floodgates; New Year resolutions inspire our enthusiasm and swirl around our faces before subsiding into every other day of the year. So, rather than chipping in with my thoughts on resolutions digital marketers should be making, I instead wanted to share the below clip with you from Kamal Sarma – an author and international consultant on mindfulness, who also happens to be our Chairman.

It’s easy to become cynical as our resolutions come and go and all those aspirations we had fall by the wayside as Business As Usual takes over. Instead Kamal’s advice is to abandon fleeting resolutions and adopt a word for the year.

This has as much relevance for our marketing programs as it does for our personal lives.

We live in a hyperactive world and surely marketers are its most acute sufferers of ADHD. Our attention is constantly pulled in multiple directions, our channels multiply on a seemingly daily basis, technology isn’t just disrupting our industry ? it’s blowing it to pieces and as we try to keep up we rob ourselves of much needed focus. As a result our effort becomes diluted and we multitask ourselves to mediocrity?or worse.

We tell the people we invested so heavily to acquire, that despite knowing so much about them, they’re just not important enough to us to focus on properly. We create experiences that are generic, unimaginative, and irrelevant. In short, our inability to focus means we utterly fail to fulfil our brand promise.

Now, I’m no Zen master and my mindfulness muscle is in serious need of a workout, but I do wonder what would happen if we applied Kamal’s philosophy to our digital and marketing programs. If we were to choose a single word that encapsulates what we wanted to get out of our program this year, would we get a better result? What would the customer journey look like for a program with the word ? vitality? at its heart. What would be the experience of customers of a program with the word ?fun??

In this age of micro moments where it is harder and more expensive than ever to get the attention of consumers, let alone get them to act, only those brands that differentiate themselves by their experiences, their understanding of the customer and the value they deliver to them will be the ones that succeed.

And before you say it’s all just too hard, these brands exist and you know who they are ? they’re the ones that you like to hear from, whose emails you don’t delete as soon as they arrive in your inbox, and whose posts you actively seek out and engage with.

So maybe now, in the quiet at the start of the year, before everything kicks off with a vengeance, it’s a good time to consider what you want for your brand or your program in 2016 and how you can make it stand out through a bit of focus.

This year my word is discipline. My roles are varied and demanding ? I’m a father, husband and friend as well as a business owner driving a fast-growing startup, motivating a talented team, serving smart and ambitious clients.

Successfully delivering in all those roles simply is not possible without the discipline to create the right habits and carve out time to truly focus on the things that will grow my personal and business success.

So discipline is my word for 2016 and it will be hard and I am also incredibly excited about what this year holds.

What will your word be?