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Microsoft Advertising Celebrated Partner spotlight

Last month we announced the winners and finalists of the first ever Microsoft Advertising Partner Celebration. Now, we want to put these Celebrated Partners in the spotlight. We interviewed the three winners to get an inside look on these companies, their history, objectives, partnership with Microsoft Advertising and more.

Microsoft Advertising Celebrated Partner, Australia —Tiger Pistol

Troy Townsend, CEO of Tiger Pistol Australia

Microsoft Advertising: Tell us about your company — its history, and current objectives.

Troy Townsend: Tiger Pistol was founded in 2011 by myself, Troy Townsend (CEO and CO Founder) and Steve Hibberd (Co-Founder, and now Chairman of the Board) with the goal to empower small and local businesses on social media, at a time when most ad tech had been created for the enterprise. Throughout the years we've evolved with the market, adding an agency arm to our business, and moving to supporting businesses of all sizes. However, one thing has always stayed the same. We're fueled by solving problems via innovative tech solutions. We've had over 9 years of expertise working with businesses of all sizes and taken that to the new phase of our business, solving mass personalisation at scale.

What is your company’s vision/mission/specialisation?

We solve mass personalisation of digital campaigns, by creating strong digital foundations, innovative strategy and tech-fueled creative. Why do we do get out of bed in the morning? Because we love innovating, bringing clients ideas that solve important digital and business challenges.

We also know that personalisation is here to stay, and consumers expect nothing less but a tailored ad experience. Via our innovative proprietary technology, not only do we create local campaigns at scale, but we make sure they are hyper personalised.
What product features offered by Microsoft Advertising do you rely on the most to achieve your vision?

The product features that we use the most are Remarketing and In-market audiences across the Microsoft Search Network. The ability to learn and understand how these audiences are performing when compared to users not in audience segments, and then up-weighting their bids is quite helpful. It basically allows us to validate the performance of these audiences before we allocate more budget towards them based on the results.

How does your company embody inclusivity and giving?

At Tiger Pistol we value the unique experiences of all employees and celebrate all cultural and inclusivity days such as Chinese New Year, the Jewish festival Purim and International Women's Day.

Our staff regularly volunteer their time on pro bono clients and each month we also reward employees who live and breathe our values of United, Savvy, Vibey, Brave and Passionate through our pay it forward program. 

What differentiates you from your peers in the search advertising ecosystem?

At Tiger Pistol Australia, we look at digital a little bit differently. Working with some of the biggest brands in the world, such as Coke Cola and Mission Food, we take a brand’s existing digital strategy and flip it on its head. Focusing on a bottom up approach and leveraging every local asset a brand has available, whether it be an owned store, third party vendor or even a vending machine!
Tiger Pistol Australia differentiates itself from its peers by mixing art and science. Developing an insightful strategy using creative advertising with the help of a team who love innovation, we make sure every single client of our advertising dollar works as hard as possible.   

Members of the Tiger Pistol team, a Microsoft Advertising Celebrated Partner in Austrailia.

Congratulations to Tiger Pistol and a huge thank you to all those that submitted nominations. Don’t miss our spotlights on Celebrated Partners from the US and the UK! The next round of nominations for Microsoft Advertising Celebrated Partners will be accepted 6-26 April 2020.
If you haven’t enrolled in the Microsoft Advertising Partner Program yet, make sure that you apply at so you’re eligible for the next round. As part of our mission to create a greener future by planting 250,000 trees in 2020, we’ll plant 10 trees for every new partner enrolled between now and July 2020.
If you’re an enrolled partner, stay connected with us and up to speed on all things partner-related by joining the Microsoft Advertising Partner Community on LinkedIn