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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, UK — Mabo

Phoebe Holford, PPC Team Manager, Mabo
Microsoft Advertising: Tell us about your company — its history, and current objectives.

Phoebe Holford: We are Mabo and we’ve grown continuously in the 7 years since Lee Mableson set up the company from his home. In 7 short years we’ve become a multi award winning PPC agency with a strong team of over 50 staff members. We are proud of our roots and hope to gain a team of 100+ in our hometown of Middlesbrough as well as our newly opened Glasgow branch.

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

To become the BEST and biggest PPC agency in the UK. Our mission is to continue providing results driven PPC management designed to improve the profitability of PPC advertising campaigns for our fantastic clients. We remain true to our ethics and commit to our clients by never asking any client of Mabo to sign a contract. We strive to be the ‘go-to’ agency for Microsoft advertisers. We are proud to be a Microsoft Advertising Partner and believe one of our specialisations lies in the separation of Google Ads and Microsoft Advertising, treating each platform uniquely and offering bespoke management of the Microsoft Advertising platform. 
What product features offered by Microsoft Advertising do you rely on the most to achieve your vision?

We’re big adopters of new BETAs and love trialing any new features that are frequently popping up to give our clients the edge. As such, we are fans of the Ad Labs section where we can test the very latest features. Another feature we really utilise is the ‘Competition’ tab and custom reports section as there are benchmark metrics we can access there too. It’s a great tool to offer additional insights to clients and provide insights into industry performance as a whole and not just report on the basics!

How does your company embody inclusivity and giving?

Committed to not only providing an exceptional service for our clients, we’ve now looked to the wider community and started our ‘12 Months of Giving’ initiative. Through our new scheme, as an agency, we have committed to support a new charity each month in 2020. Spanning from local food banks, animal charities and hospices, we will be donating our time as well as resources, running fundraisers and volunteering for these amazing causes every month. Something we are all very excited to be a part of!

Handling growth will always be a challenge for our agency. To help with this, we over-recruit and place a strong emphasis on in-house training; allowing us to grow sustainably and ensure a mutual understanding of the level of service excellence expected from each individual team member. As we are headquartered in Middlesbrough, a town whose industrial history has fallen into decline, we know we need to put a lot of effort into education and recruitment. To improve our efforts, we have dedicated a lot of time to the regeneration and investment of the digital sector in our town. For us, this means outreach programmes with local schools, colleges and universities, allowing us to educate individuals about careers in the digital sector. Personally, I’ve had the opportunity to work with local initiatives to get women into the digital sector, which is always incredibly inspiring and rewarding! 

You can find out more about our Microsoft Advertising management service here:
Members of the Mabo team, a Microsoft Advertising Celebrated Partner in the UK.

Congratulations to Mabo and a huge thank you to all those that submitted nominations. Don’t miss our spotlights on Celebrated Partners from Australia and the US! 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.