Tamara Haddow: Pioneering Experiential Marketing Through Black Diamond Agency

In 2010, Tamara Haddow founded Black Diamond Agency as a modelling agency in Newcastle, NSW. What began as a venture “undercutting everyone on price” to gain a foothold in the market has since evolved into a premium event staffing agency that has revolutionised the experiential marketing industry in Australia. This case study explores Black Diamond Agency’s journey, highlighting the key decisions, challenges, and innovations that have shaped its success.

The Accidental Entrepreneur

Tamara Haddow’s entry into the world of promotional marketing was unplanned. While balancing university studies and a full-time job at a bakery, she began working as a model for various Sydney-based agencies. Recognising the difficulty these agencies faced in finding staff in Newcastle, Haddow started recruiting her friends for shifts. This accidental foray into staffing led to agencies agreeing to pay her for finding and managing local talent.

Haddow’s transition from casual staff to business owner was unexpected. When one agency requested her services nationwide, she obtained an ABN and established Black Diamond Agency. The early days were marked by significant personal sacrifice and a willingness to go to extraordinary lengths for clients, exemplified by a loss-making six-hour drive to Coffs Harbour for a three-hour shift.

Key Challenges and Pivotal Decisions

1. Pricing Strategy Evolution Initially, Black Diamond Agency undercut competitors on price to build its reputation. This strategy, while unsustainable long-term, allowed the agency to work with well-known brands and establish credibility in the market.
2. Shift from Modelling to Experiential Marketing As the industry evolved, Haddow noticed a change in client requirements. Moving away from booking staff solely based on appearances, she began emphasising personality, engagement skills, and relevant backgrounds. This shift positioned Black Diamond as a more holistic experiential marketing agency.
3. Taking a Stand Against Discrimination In a bold move, Black Diamond Agency decided to stop allowing clients to request staff based on looks, gender, or age. Instead, they began booking the best fit for each job based on skills and personality. While this decision led to losing some clients, it ultimately attracted top-tier brands that valued this ethical stance.
4. Embracing Delegation and Leadership Growth After years of micromanaging every aspect of the business, Haddow realised the need to delegate tasks to grow the company. This pivotal moment led to hiring the first employee and opened up new possibilities for expansion.
5. Prioritising Compliance and Fair Treatment of Staff In an industry rife with non-compliance, Black Diamond Agency has made a commitment to fair treatment and legal compliance for its casual staff. This includes proper employment classifications, superannuation, insurance, and labour hire licences.

Innovation and Differentiation

1. Diverse Workforce By championing diversity and inclusion, Black Diamond Agency has created a unique selling proposition in the experiential marketing industry. This approach has attracted clients who prioritise ethical practices and diverse representation.
2. Technology Integration The agency has embraced technology to enhance its services, including geo-tracking features to confirm staff presence on-site for clients.
3. Rigorous Staff Selection Black Diamond Agency implemented thorough application screenings to ensure brand ambassadors have the right personality and skills to represent clients effectively.
4. Employee Education The agency focuses on educating its staff about their employment rights, empowering them to advocate for fair treatment across the industry.

Results and Impact

Black Diamond Agency’s innovative approach has yielded impressive results:

1. Growth: From a one-person operation to a multi-million dollar business with 6 full-time staff, 3 part-timers, and 650 casual staff.
2. Client Portfolio: Attracted top-tier clients including Stockland, Paramount Pictures, Mad Mex Fresh Mexican, and A-League Football.
3. Industry Recognition: Won the CommBank Young Hero Award for ‘Best Place to Work’.
4. Expansion: Launched a hospitality arm to diversify services.

Tamara Haddow’s journey with Black Diamond Agency demonstrates how ethical business practices, adaptability, and a commitment to quality can lead to success in the competitive world of experiential marketing. By challenging industry norms and prioritising both client satisfaction and employee well-being, Black Diamond Agency has established itself as a leader in event staffing and brand ambassadorship in Australia.

The case of Black Diamond Agency offers valuable lessons for entrepreneurs and businesses in the service industry, particularly in navigating the balance between profitability, ethical practices, and innovation. As the company continues to grow and evolve, its commitment to excellence, continuous improvement, and integrity positions it well for future success in the dynamic field of experiential marketing.