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MMG and Stephenie Rodriguez were retained by JR/DutyFree in April 2013 and were engaged to complete a CIMA Audit review and identify key opportunities for us to increase our revenue, engage our customers and innovate in our industry and this was delivered in a Strategic Recommendations Report. There was a focus criteria in this undertaking to identify our opportunities as it related to marketing to Asian and Chinese travellers and improve our relationship with the Connected Consumer.

Stephenie was able to engage and interact gaining the respect and confidence of our stakeholders from the top down. It was remarked internally as to how she was able to quickly and elegantly understand our business, our team and our potential though her retail safari, deep dive, and collaborative professional process. She and her team delivered a solid and insightful Strategic Recommendation Report for our company that was incorporated into our successful tender for the DutyFree supply to Brisbane Airport and now being deployed across our business.

We then re-engaged Mighty Media Group to help us implement and execute our social media strategy with the build, consolidation and construct of our first social media campaigns related to holiday shopping trends and aligned with popular social networks in Australia, New Zealand, Asia-Pacific and PRC including Weibo, Douban, Youku, Youtube, Twitter, Instagram and Facebook. JRDutyFree have been shortlisted for the Moodies Social Media Award for Best Social Media Campaign for our #JRLoveHolidays Photo competition completely ideated and deployed with Mighty Media Group.

In addition to MMG’s ability to be help us be more innovative in our marketing and create more intimate dialogue with our travellers through social media channels the team are also fun to work with – from their CEO/Strategist, visual creatives, technologists to their web developers, community managers and analysts. We are made to feel important and appreciate the spirit of partnership that MMG bring to the table. Stephenie herself is not only a thought leader in the social and digital space, she was also able to influence and gain support from stakeholders across our business and I would recommend Stephenie and the agency to others wishing to improve or embark on digital, mobile or social media marketing.

On a personal note Stephenie has taught me a lot about the connected world and it has been a lot of fun to work with her.


Ashley Thompson, Marketing Manager, James Richardson Pty Ltd