A partnership that paid for itself.

Joel worked alongside McPhails’ in-house team across ecommerce platforms, improving campaigns, testing new creative and making performance decisions easier to understand. Regan O’Brien says the investment “has paid for itself 100x over”.

McPhails timber dining table and upholstered chairs

“100x over”In Regan O’Brien’s wordsOn the value of working with Joel

All platformsEcommerce advertising supportWorking alongside the in-house team

The opportunity

McPhails had historically managed marketing in-house. Bringing in an external partner meant finding someone who understood the business, shared its values and could help the internal team make better campaign decisions.

The work

Joel worked across the ecommerce advertising platforms, starting with the brand’s goals and commercial challenges. The partnership combined campaign optimisation with active creative testing and straightforward explanations of what was working.

Start with the business
The engagement began with understanding McPhails’ goals and particular challenges, so campaign decisions reflected the needs of the internal team.
Keep finding new angles to test
Joel worked with the team to improve existing ads and test new approaches, rather than relying on a fixed set of campaigns.
Make performance easier to act on
Transparent reporting and responsive communication helped the team understand results and the decisions behind campaign changes.

The result

In his review, Regan O’Brien credits better campaign returns and a partnership that exceeded expectations. He describes the investment in working with Joel as having “paid for itself 100x over”, alongside strong communication and a shared commitment to the business.

“We have historically only operated in-house so it was a big jump to find someone outside the business that we thought would fit our values and vision. Joel met exactly that and exceeded our expectations.”