The story of Unfold Digital starts with frustration - specifically, the sense that traditional marketing approaches, with their big campaigns and heavy risks, were missing the mark. Back in the early 2000s, I found myself working on early tech projects like McDonald’s txt promotions and Nokia’s rewards programme - back when Nokia was the giant. Despite these exciting projects, I knew there had to be a better, more effective way to do marketing.

It was during my time at NZTE (New Zealand Trade and Enterprise) that I really saw where things were going wrong. Exporters were lost in the marketing world, unsure where to invest and making costly mistakes. I could guide and advise them, but I wasn’t in a position to get involved hands-on. I wanted to do more - to make a real impact. That’s when I decided to launch Unfold Digital.

Early Lessons from Failure

It wasn’t all smooth sailing. One of our first clients was an IT company, and I ran what I thought was a fantastic campaign - driving highly targeted traffic to their website. But their website was outdated, stuck in the 90s, with no way to engage potential customers. We drove traffic, but conversions? Zero. The client refused to update their website and blamed the campaign. That was my first hard truth: we couldn’t succeed without more control over the whole marketing ecosystem.

Next up was a tech export company. This time, I went around the website, creating landing pages and lead magnets that worked. Leads started rolling in. But by the end of the year, they fired me, thinking they could do it all in-house. A year later, with no leads and zero sales, they came back. Against my better judgment, I rejoined, but the result was the same. I learned a crucial lesson: without buy-in and full control, long-term success was impossible.

The Breakthrough

It was with my next client, a B2B manufacturing exporter, that things really started to change. We built a solid foundation - website, messaging, CRM, and more. We added educational content, downloads, and email follow-ups. That’s when I saw firsthand how a connected marketing ecosystem could deliver real, scalable results.

The true turning point came with a client whose online sales had stalled. The CEO had been pitched a high-cost, traditional ad campaign by a big agency. I advised against it, but they went ahead anyway. Sales spiked briefly, then tanked again. The CEO asked me to step in, and that’s when we rebuilt their entire marketing ecosystem - messaging, CRM, email journeys, and constant refinement. The results were undeniable. We hit their once-impossible target and were on track to double it within a year. That’s when I knew we had found the path forward.

Gaining Momentum

With this new approach, we began applying the same principles across industries - from exporters to service-based businesses. By transforming their outdated marketing setups into connected, scalable systems, businesses started thriving. Leads flowed in, sales became more effortless, and clients who had once relied on word-of-mouth found themselves with a steady stream of new business.

“If the ladder is not leaning against the right wall, every step we take just gets us to the wrong place faster” - Stephen Covey.

Focusing on the Right 5%

Throughout this journey, one thing became clear: not every marketing effort is created equal. It wasn’t about wasting 50% of the budget, as John Wanamaker once famously said - it was more like 95%. The key was focusing on the 5% of strategies that drive 95% of results. By cutting distractions, being selective with channels, and making constant improvements, we saw real results.

This 5% mindset is now the foundation of Unfold Digital. As technology and AI evolve, we continue to push ourselves and our clients to stay ahead, ensuring maximum performance in an ever-changing digital landscape.

Changing the Game

At Unfold Digital, our mission is clear: to eliminate marketing waste and turn it into a respected, results-driven part of any business. We want businesses to understand their marketing ecosystems, know exactly where they stand, and have a clear path for growth. Our work isn’t about quick wins - it’s about sustainable transformation.

Partners in Discovery

We’ve built a team of experts in SEO, data, messaging, and more. Together, we test, learn, and refine our strategies, always striving for improvement. We also partner with designers, writers, developers, and tech specialists to bring our ideas to life. But most importantly, we work closely with our clients. Whether they’re hands-on or prefer to step back, we chart the way forward together.

Scaling Success

Our journey is far from over. We live for the moment when a client reaches a stretch target they once thought impossible - and knowing we played a part in making that happen. Our goal is to keep scaling businesses, reshaping marketing, and proving that when you focus on the right 5% and build a cohesive marketing ecosystem, the results are extraordinary.