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Celebrated Partner Spotlight: Wriggle Marketing

Text Microsoft Advertising Partner Celebration, Recognizing our Partner Tier written over a blue background.

Have you ever wondered what makes a Microsoft Advertising Celebrated Partner special? How they utilise Microsoft Advertising to drive business and reach new customers, or what their company culture and vision looks like? We caught up with Wriggle Marketing, our UK Celebrated Partner for April 2022, to get an inside look at the amazing work that earned them this exclusive title in the first place!

Celebrating our partners is an exclusive benefit of the Microsoft Advertising Partner Program, where we highlight the hard work our partners have accomplished throughout the year.

You could be a Celebrated Partner too—apply to enroll in the Microsoft Advertising Partner Program for a chance to become a Celebrated Partner when our next round of nominations opens in September of 2022.

Wriggle Marketing, leaving the right impression’s logo..

We had the opportunity to interview the CEO and founder of Wriggle Marketing, and our April 2022 UK Microsoft Advertising Celebrated Partner, Nick Gianfreda, as well as PPC Manager Dion Williams.

Q: Tell us a little about Wriggle Marketing—history, current size, audience, and business objectives.

A: “Wriggle Marketing is an ROI-focused digital marketing agency. The business was founded in 2014 and has grown exponentially over the last 18 months; doubling both staff and turnover in FYE 2022. Our business objective is to provide honest digital marketing advice and implement digital strategies that are tailored to each client across mediums that complement their objectives. At Wriggle Marketing, we employ experts in their respective fields. Throughout the years, Wriggle Marketing has evolved within the digital sector, adding additional services such as Microsoft Advertising management, helping to increase digital performance for businesses of all sizes.”

Q: What’s Wriggle Marketing’s vision, mission, or specialisation?

A: “At Wriggle Marketing, we are a full-service digital marketing agency. Our mission is to provide our clients a solid and consistent ROI through digital campaigns that are tailored to them.

We provide data-driven results, by creating strong partnerships, embracing innovative strategies, and adopting new features. We love innovation that helps to develop our client’s business, and our mission is to use digital innovation that solves important business challenges across the digital landscape.”

Q: What product features offered by Microsoft Advertising do you rely on the most to achieve your vision?

A: “Microsoft Advertising has many different features and solutions that can drive and enhance our results. Automated bidding strategies and smart shopping help to make the bids dynamic for each and every auction, allowing us to become increasingly competitive. We found that implementing smart bidding strategies, such as Target ROAS, has really helped us to get the best return for our clients, especially those with smaller budgets.

A unique feature about Microsoft Advertising we rely on is viewing search partners. This gives us full transparency and visibility, meaning we have data on which websites are eligible to serve our ads. With this information, we can then adapt and tailor our strategies to individual clients to further enhance ROI.”

Q: How has Microsoft Advertising been able to help you reach new customers and grow your business?

A: “Over the past year, we have prioritised Microsoft Advertising as an essential part of our growth strategy to diversify and enhance our service offerings, taking it to the next level. We are a fully-fledged Microsoft Advertising Partner, and we continue to reap the rewards. Microsoft offers a unique demographic and user base which benefits our clients and their range of sectors and verticals from footwear, food, drink, and even to recruitment. This has benefited both our e-commerce clients as well as those that focus on lead generation and brand awareness.”

Q: What impact on your business have you been able to drive with Microsoft Advertising?

A: “Our client’s businesses have grown along with our own portfolio of clients in a win-win scenario, where clients are seeing immediate returns, a new channel and sources to develop, new audiences, and more, whilst we also benefit from growing and diversifying our services.”

Q: How does Wriggle Marketing embody inclusivity and giving?

A: “At Wriggle Marketing, we have always been an inclusive organisation and as we grow, we ensure this culture and ethos are continued through the recruiting of the right staff. We ensure that our core values are developed to focus on inclusivity within our team and demonstrate it by embracing and celebrating cultural days and events in our teams’ lives.”

Q: How have you adapted to recent changes in consumer trends brought about by COVID-19?

A: “During COVID-19 we diversified our service offerings, allowing us to target a wider audience due to the rapid change in consumer trends. As a result, we managed to retain 100% of our clients by being proactive and adapting our strategy. Wriggle Marketing prioritised communication and built an HR portal within 5 days of lockdown and rolled this out to all of our clients, allowing them to communicate effectively. By retaining our clients, we were able to navigate them through the pandemic and drive new users to site.”

Q: Has your digital marketing strategy changed since the pandemic?

A: “Many verticals benefited from the evolving market during the pandemic, which was enhanced with Microsoft Advertising. With the use of features such as LinkedIn audiences, we have been able to develop our strategy and layer bids and increasingly target our desired audience. When combining automation features with the Microsoft Audience Network, it has allowed us to choose from multiple dimensions to target our clients’ ideal customers with increased accuracy. With the adoption of other features such as Audience Ads, demographic targeting, a range of extensions, and more, Microsoft Advertising has allowed us to create a fuller marketing strategy that has become an essential part of our clients’ marketing mix.”

Q: Is there anything else you would like to say or any parting words?

A: “Our reputation is built on delivering a transparent results-orientated service that creates authentic two-way conversations. We do not focus holistically on search or one channel. Instead, we provide a cohesive approach to advertising over multiple channels, considering our clients’ overall marketing strategy and influencing customer’s end-to-end journey.

Microsoft Advertising is a key point of difference for us in the rest of the market, and the fact that we’re a Microsoft Partner was a key factor in the success of our clients. It has allowed us to bring new ideas to the table, new untapped markets, and new demographics to benefit clients.”

A collage of pictures of Wriggle Marketing’s team, including their dog in the middle.

Thank you to Nick Gianfreda, Dion Williams, and the Wriggle Marketing team for showing us how their holistic approach, in combination with Microsoft Advertising, helps customers succeed in a rapidly changing digital marketplace! Don’t miss out on any of our other spotlighted partners in Canada, the United States, and New Zealand, as well as upcoming events for partners on every tier.

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.

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.

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