Why D3 is called D3? Reason three will shock you!

As my eight-year-old son was helping me move the last of our stuff into our new office, he asked me quite innocently, "What does D3 stand for?" I replied, "What do you think it stands for?"

Without missing a beat, he replied, "Well, Dick is short for Richard, you’re a Dick, so is it 3 Dicks?" So apart showing my epic parenting skills, and his inability to being able to count, he, like many people, it turns out, has no idea what D3 NZ stands for, or why.

And why should they? We’ve never explained it, and don’t spell it out anywhere. By not doing so, it seems people make assumptions about what we are and what we do. People still think we are a digital-only agency, or at least focus primarily on digital. I’ve heard people call us 3D, Dthree, and my favourite, other than "3 Dicks," was "Dream, Dare, Do." To be fair, we nearly retrospectively changed our name to that!

So, for my son Ollie, our clients, staff, and really anyone with five minutes to spare, I am going to explain why D3 is called D3. It’s simple; D3 stands for Data Driven Decisions. Dull, possibly, but it's the core of our business philosophy. In a digital age where intuition or worse, network deals, often guide client media strategies, we carve out a distinct space—decisions at D3 are informed by data, shaped by insights, and validated by results.

This approach goes beyond media—our entire business is run using data-driven insights for recruitment, invoicing, finance, investment, client fees, staff bonuses, and more, all managed through a single data warehouse, enhanced by machine learning and automation.

When we launched D3 in 2018, we had spent the previous year consulting to big brands on how to make their media work harder. What we saw from their media partners was a bombardment of countless options and opinions, guided largely by commission structure and kickbacks. For us, data is our North Star. It guides our strategies, ensuring they are not only creative but also effective, measurable, and continuously optimised. Data isn’t just numbers and graphs; it's the foundation of our commitment to accountability, transparency, and precision in an industry often swayed by opaqueness and fleeting trends.

Here’s the truth: while we are experts in digital media, our services encompass much more. From media planning and buying to SEO and analytics and data consultancy, we ensure that every aspect of our offerings is backed by thorough data analysis. This approach doesn't just set us apart; it drives us towards more innovative, impactful solutions.

Next time you hear "D3," think beyond digital buzzwords to the clarity and precision that data brings to our strategies. Whether you’re a long-standing client or a new visitor, remember that at D3, we’re about turning data into actionable, effective media strategies that deliver real-world results.

And I’m still doing my best to convince my son that I’m not a dick. And let's be honest, probably not succeeding!