Former Mediacom exec Rob Moore launches Volcano, a marketing agency for SMEs


Former common supervisor of Mediacom’s Melbourne workplace, Rob Moore, has launched Volcano, a advertising consultancy for the two.3m native small to medium companies that make use of virtually 70% of Australians, and contribute greater than half of the nation’s GDP, but “are largely ignored by companies”.

Moore instructed Mumbrella the brand new company goals to “serve communities, not companies”, but it surely nonetheless “play[s] in the entire areas you’d count on us to – media, PPC [pay-per-click], social, e mail, CRM [customer relationship management], CRO [conversion rate optimisation], e-commerce – and we do it nicely”.

Moore’s Volcano is an company for SMEs

The enterprise is a brand new begin for Moore, after his Mediacom position was made redundant in Could final 12 months. 4 months in the past, the company entered right into a settlement with the previous government, who commenced authorized proceedings following his departure. He argued that the redundancy was not real, however as an alternative a type of discrimination in response to his disclosure of a psychological well being situation.


Earlier than his two and a half 12 months stint on the Group M company, Moore spent six years at Roadshow Movies – together with virtually 5 years at deputy director of promoting throughout Australia and New Zealand – and an additional six years at Publicis Groupe media company, Starcom.

After 15 years’ expertise each company and shopper facet, Moore, whose official position is now founder and managing director, stated it was the fitting time to step out on his personal.

Volcano was born of a set of experiences many individuals can relate to,” he stated of the company, which is already working with purchasers within the health, actual property and retail sectors.

“What I’m doing now isn’t working for me, I wish to do one thing for myself, I do know I can add some worth.

“Making that preliminary dedication to your self is definitely the simple bit, it’s what comes subsequent that’s laborious. You need to stare down questions like ‘Am I ok?’ and ‘What if the work isn’t any good?’ and ‘The place the hell do I begin?’ After a interval of fairly intense self-reflection I landed the idea for Volcano, knew it was what I wished to do, and it has been ahead momentum from there.”

When devising a model identify, Moore knew what he would keep away from: phrases that exclude vowels, utilizing numbers as if they’re letters, and phrases ending in ‘-ify’.

“I had been taking part in with ‘Volcano’ for some time after which I found a quote from thinker George Santayana and that was that. Right here’s the quote: ‘No one ever believes in volcanoes till the lava overtakes them’,” he stated. 

“This implies a couple of issues to me. It’s a metaphor for a world that may have its panorama completely modified immediately. It’s a warning about what occurs when individuals get too snug or have their blinkers on. However it’s also about chance. There are such a lot of companies on the market that might be tremendous profitable however, like a dormant volcano, they’re unaware of their very own potential.”

Volcano’s candy spot is “in closing the loop between activation and technique,” Moore defined. “As a result of SMEs are closely focussed on channel efficiency it tends to dominate the agenda – successfully the tail finally ends up wagging the canine.”

With Volcano, Moore joins a bunch of former company executives who’ve launched a consultancy in the course of COVID-19. Mediacom colleagues Mike Deane (ex-chief technique officer) and Tim Russell formally received Saintsmiths off the bottom final month, and former Merkle MD Rebecca Tos began Rebecca Tos Consulting in April.

“By means of COVID we took on some professional bono work, which gave us a chance to make a significant contribution proper out of the gate,” Moore stated.

“In such robust instances for these companies it’s a bit trite to speak about your self however I’ll say this: the expertise of working with a shopper, the place the impression of your work is so tangible, is arms down essentially the most rewarding expertise I’ve had in my profession – and that’s every little thing I had hoped to perform with Volcano.

“Certain rewards are good, however what does it rely for if it isn’t rewarding?”

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