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Global Product Champion Award: Wriggle Marketing

March 21, 2023
The words Microsoft Advertising Partner Celebration – Global Partner Tier Awards over a blue background.

Have you ever wondered what makes a Microsoft Advertising Celebrated Partner special? How they utilize Microsoft Advertising to drive business and reach new customers? Or what products they use to make the largest impact? We caught up with Wriggle Marketing, our Global Product Champion Award winner and September 2022 Celebrated Partner, to get an inside look at the amazing work that earned them this exclusive title in the first place!

What are the Microsoft Advertising Partner Celebration Global Awards?

The Microsoft Advertising Partner Celebration Global Awards is a bi-annual recognition program for our Partner tier members that aims to recognize outstanding, creative, and effective work by our Partners. This program was expanded globally to all enrolled Partner tier members in September 2022 and highlights exceptional work across three awards.

Partner Growth Award

Awarded to the Partner that showed the most growth through revenue, new accounts, and/or certifications in the previous 6-12 months.

Partner Culture & Community Award

Awarded to the Partner who fostered diversity, equity, inclusion, opportunity, or philanthropy within their organization, in their client strategy, and/or community.

Product Champion Award

Awarded to the Partner who adopted and championed a new feature for the highest impact and results possible.

You could be a Celebrated Partner too! Apply to enroll in the Microsoft Advertising Partner Program for a chance to become a Celebrated Partner during our next round of nominations starting April 3, 2023.

We had the opportunity to interview the CEO/Founder of Wriggle Marketing, Nick Gianfreda, and the Head of Paid Search, Dion Williams. Wriggle Marketing is our September 2022 Microsoft Advertising Celebrated Partner and Global Product Champion Award winner.

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

A: At Wriggle Marketing, we employ experts in their respective fields and provide a return on investment (ROI)-focused digital marketing service to our clients. The business was founded in 2014 and has grown exponentially over the last 18 months; doubling both staff and turnover by financial year end (FYE) 2022 with the help of Microsoft.

We provide honest digital marketing advice and implement digital strategies that are tailored to each client across mediums that are best suited to achieve their objectives. Throughout the years, Wriggle has evolved within the digital sector, adding additional services such as Microsoft Advertising management helping to increase digital performance for businesses of all sizes.

Our reputation is built on delivering a transparent, results-oriented service that creates authentic two-way conversations. We don’t focus holistically on one specific area, but instead provide a cohesive approach to advertising over multiple channels, keeping in mind our clients’ overall marketing strategy, and influencing their customer’s end-to-end journey.

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

A: At Wriggle, we’re a full-service digital marketing agency, and our mission is to provide our clients with a solid and consistent ROI through digital campaigns that are tailored to their business needs.

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

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

A: Microsoft Advertising has allowed us to expand our service offering to our existing client portfolio as well as target new clients. It allows us to work across a wider range of sectors in a win-win scenario. We have been able to further develop and educate clients about the benefits of Microsoft Bing and its search partners. Ultimately, by offering Microsoft Advertising, we’ve raised the profile of Wriggle Marketing and are viewed as leading experts in this area.

Q: What are your favorite tools or features within Microsoft Advertising and why?

A: Microsoft Advertising has many different features and solutions that 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. Implementing smart bidding strategies, such as target return on ad spend (ROAS), has really helped us to get the best return for our clients, especially those with smaller budgets. With this, we can tailor our strategies to individual clients while being proactive instead of responsive to further enhance ROI.

Q: What’s your greatest success with Microsoft Advertising so far?

A: Our biggest success with Microsoft is the diversity it brings to our business and clients. Microsoft Advertising enables us to cover a range of demographic and user bases, which in turn benefits our clients. We can target a range of sectors and verticals from Footwear to Prints and even Engineering. This has benefited both our e-commerce clients as well as those that focus on lead generation and brand awareness.

Q: How do you see your relationship progressing with Microsoft Advertising and why?

A: In the future, we hope our relationship continues to grow with Microsoft Advertising as we continue to expand our portfolio, increase advertising spending, and introduce new clients to the platform. We see our relationship developing to the point where we benefit from a 1-on-1 collaboration with a Microsoft representative who can provide us with the latest updates, allow us to enroll into betas before general release, and further champion the benefits of the latest and exclusive features Microsoft Advertising has to offer.

Q: Have you had any positive experiences or working relationships with people who work within Microsoft Advertising or Microsoft Advertising Support?

A: Support is always very friendly and personal, always asking how your day is, and offering personal insights into their own lives, making conversions less transactional. They always understand when support is and isn’t required and don’t push their own agenda over clients’ needs/objectives.

Q: How does your company embody the Global Product Champion Award?

A: Wriggle Marketing embodies the Product Champion Award by promoting innovation to our clients instead of stagnating, which is what allows us to continue to be industry experts. Championed by our Head of Paid Search, Dion Williams, who strives to deliver results and pushes not only himself forward, but our business and clients’ businesses with innovation, constantly researching and developing our service.

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

A: A unique feature of Microsoft Advertising that 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.

A collage of images of Wriggle Marketing’s employees, including 11 people and a dog.

Thank you to Nick Gianfreda, Dion Williams, and the team at Wriggle Marketing for walking us through which products they utilize to drive results, and how partnering with Microsoft Advertising has positively impacted their business!

Don’t miss out on our other Partner Celebration Global Award Winner spotlights—1UP Digital and Trader Interactive—or your next chance to become a Celebrated Partner during our next round of nominations starting April 3, 2023.

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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Your comments and feedback are integral to shape and improve our product. You can use the Microsoft Advertising Feedback portal, in-product feedback, Twitter, or Instagram. You can also email us at or contact Support.


  • Katherine Eills


    Katherine Eills
  • Matt Seitz


    Matt Seitz

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