Starting from scratch: how the founder of LABO is reinventing digital marketing
Written on the 2 May 2018 by David Simmons
As we edge closer to a new decade, it's safe to say that the world is a very different place than it was just ten years ago.
Rapid advancements in technology, sudden changes in the socio-political environment and new ways of thinking about aesthetics have come to the fore in the 2010s.
Old ways of thinking have died as we move into uncharted waters and there is no industry that's felt this shift more than the marketing industry.
Just 18 years ago, marketing was relatively quaint compared to the behemoth it is today.
The best print ads and TV spots no longer make a successful marketer. In 2018, the job requires a detailed and natural understanding of social media, video, art, as well as traditional physical advertising.
Consumer attitudes have also shifted as they become overburdened and sick of the internet advertising barrage.
It is estimated that around 30 per cent of all Internet users use ad-blocking software, however consumers now respond to ads which fit seamlessly into Instagram or Facebook feeds, one's that feel friendly and personal.
Edana Isobel Jamora, a young entrepreneur based in Sydney, is the founder of LABO a digital marketing and content creation agency that prioritises quality and purpose.
Founded in 2017, the group has quickly developed a reputation for its high-production value and appreciation of quality aesthetics in the Sydney scene.
Just one look at the group's latest "season" (a term referring to a cohesive collection of connected brand stories) shows how important visual language, colour and storytelling is to Jamora.
LABO isn't Jamora's first foray into the world of publishing and storytelling, as she was the founder of a publication called tête-à-tête &PLATE, a platform where she could advocate for a culture of slow living.
Whist LABO has a similar core identity, it instead invites its readers to scrutinise the world around them and achieves this through its unique content.
We spoke to Jamora about what inspired her to create LABO, the future of the digital marketing agency, and why the company is doing important work.
What inspired you to start LABO?
I guess it was kind of like a passion project to be quite honest. I had a group of friends over for dinner and wine at my place, and we have really interesting conversations, and I said why can't we extent this into a greater and wider community? I felt that there was a really big gap in the market, particularly locally here in Australia.
I started LABO because I felt that there was a lot of conversations to be had regarding curiosity and the interconnectedness of the world, without isolating low and high brow culture. This is all through the abstractions of consumption and what we surround ourselves with on a daily basis. I was craving to read and consume this type of material so I just thought - why not create it?
Your content is clearly beautiful, is this something you want to leave as more of an artistic project or are you turning it into a creative marketing agency?
It's not really just an artistic project, it's very involved in the way that everything is internally made, but we definitely want to branch into becoming more of a creative agency and digital agency but at the same time really propel into the publishing field and go into e-commerce as well.
You worked with some really interesting brands like Cho Cho San from Sydney and artists like Sango, is this something you hope to continue doing in the future?
Absolutely. I think for is it's not necessarily just about collaboration but it's also really heavily around ideas. People with similar minds who speak the same kind of ethos and philosophy as well and share that same kind of passion. When we worked with brands they weren't just because they were people with big reputable names, it's because they were sticking really close to the conversation that we were trying to have. It's definitely something we want to continue to have in the future and for any business collaborations and partnerships are so integral.
What have you got planned ahead for LABO?
We will be working on developing our e-commerce store, branching out and working on a client base for use of our content and creative services alongside the creation of a physical space 'The Laboratory' that breaks down the barrier of brand to consumer. Our main objective is to bring the exploration of our stories to life so there is more interaction and connection between people and what they consume.
Business News Australia
Author: David Simmons