As Route marks its tenth anniversary, we asked members of the team to reflect on how the agency approaches its work, how marketing has evolved over the past decade, and what lessons stand out from the journey so far.
A Detail-Driven, Strategic Approach
One theme that consistently emerges is the care and attention that goes into every campaign. Work is built around research, insight and a clear understanding of each client’s industry and audience, not simply delivered as activity.
The level of planning behind campaigns came up repeatedly in the team’s reflections: “What stands out is how carefully we plan each campaign and the research that goes into every strategy. We never rely on hunches alone; we take the time to understand our client, their marketplace, and the best tactics to deliver the best results”
The team regularly shares insights, news, and ideas internally to ensure campaigns reflect the wider context in which clients operate, helping Route deliver strategies that are both informed and practical.
Partnership also plays an important role in how the agency works. The approach is rooted in close collaboration and open communication, and that mindset runs across the team: “We genuinely care about our clients’ businesses as if they were our own.”
A Collaborative and Human Culture
Internally, Route is defined by a culture built on trust, collaboration and support.
Rather than working in isolated departments, the team draws on a mix of skills and perspectives across digital marketing disciplines. This strengthens campaign strategy while helping individuals develop a broader understanding of the industry.
Trust sits at the centre of how the team operates day to day. As one colleague put it: “Trust and flexibility are the words that best describe Route.” People are encouraged to take ownership of their work, with guidance always available when needed.
Despite high standards and a strong focus on results, the culture is positive, welcoming and fun.
“We take the work seriously, but we don’t take ourselves too seriously. There’s real warmth in this team.”
How Marketing Has Changed
Looking back over the past decade, the pace of change in marketing has been significant.
One of the most visible shifts in digital marketing focus and content consumption has been the move from PC desktops to mobile devices to reach audiences. What was once primarily considered an awareness channel is now central to how people discover brands and make purchases. Social media has also evolved dramatically, in line with this consumption change, becoming a powerful tool not only for engagement but for driving real business outcomes.
More broadly, the industry has moved away from a broadcast mindset: “The biggest shift over the last decade has been the move from broadcast-dominated thinking to audience-first thinking.” Campaigns increasingly begin with understanding who the audience is, what matters to them and what will genuinely influence their behaviour before deciding how and where to reach them.
Technology has also reshaped the landscape. The growth of data, automation and AI tools is changing how campaigns are planned, targeted and measured, creating new opportunities while placing greater importance on strategic judgement.
What Matters More Today
While platforms and tools continue to evolve, several principles have become even more important over time.
Clarity is one of them. With more channels, more content and more competition for attention is bigger than ever before. Brands need to be precise about the problems they are solving and the audiences they are trying to reach. As the team put it: “There’s so much noise that if you’re not clear on the problem you’re solving, you just add to the clutter.”
Consistency also plays a growing role. Audiences interact with brands across multiple platforms and formats, meaning marketing needs to feel recognisable and joined-up over time rather than relying on isolated and unconnected moments of communication.
Alongside this, judgment has become a defining skill. With greater access to data and new technologies, knowing what not to do can be just as valuable as knowing what to do.
What Route Has Learned
After ten years of working across multiple industries, one principle stands out: effective marketing is not about doing more, but about doing the right things well.
Co-founder, Darren Davidson, puts it plainly: “Good marketing isn’t about doing more, it’s about doing the right things properly. That is a fundamental truth that has stood the test of time. Yes, new channels and tech may emerge and become part of the marketing mix, but ultimately, success comes with knowing your client, knowing their audience, and understanding how to reach them.”
Looking forward
As Route looks to the future, the focus remains on staying ahead of industry trends and working closely with clients to maximise campaign impact in an increasingly fast-moving media landscape.
The way audiences discover brands and interact with content is constantly evolving, and with that comes new opportunities. From advances in AI and automation to the continued development of search, social platforms and digital channels. The team is always exploring new ways to refine strategies and improve performance.
By combining everything learned over the past ten years with new knowledge and emerging technologies, Route is committed to continually evolving. That means staying curious, testing new ideas and making sure every campaign is built on insight, strategy and the channels that will deliver the strongest results.
The goal, though, remains what it was when Route first began: to help clients reach the right audiences, make meaningful connections and deliver campaigns that drive real results. The industry will continue to change, but Route’s commitment to thoughtful strategy, strong partnerships and effective marketing will always remain at the heart of what it does.
By combining a decade of experience with new knowledge and emerging technologies, Route heads into its next chapter committed to staying curious, testing new ideas and ensuring every campaign is built on insight, strategy and the right channels to deliver.
“As we reflect on the past decade, we want to say a huge thank you to all the clients who have placed their trust in us over the years. We’re also incredibly grateful to our team, past and present, whose talent, hard work and dedication have played such an important role in Route’s journey so far. Thank you for being part of the first ten years. Here’s to the next ten,” said co-founder, Darren Davidson.