Our Beautiful Constraints

Our Beautiful Constraints

Problems and hurdles provide the stimulus for us to seek and uncover new and often improved methods.


Speaking recently at Bench’s Disrupting Digital Media event, Chief Commercial Officer, Gil Snir, put to the room the unusual juxtaposition of a ‘beautiful constraint’.

The concept is born out of a recent business publication, discussing the new opportunities that become available to us due to the very constraints under which we operate. Problems and hurdles provide the stimulus for us to seek and uncover new and often improved methods. What once stood in our path as a roadblock helps us to break out of the norm, and go beyond our recognised capabilities. Think back to the awkward moves of the early Mick Jagger years. His strut and later confident stage swagger were originated in genuine constraint, his body and consciousness not willing to keep pace with his vocal prowess onstage in a small and limiting space. Fast forward to the later years, he has moved way beyond this self-imposed restraint, and instead, transformed those disconnected moves to become the iconic staple recognised my millions.

So then how does this apply to marketing?

Gil examines at length three differing ways media has progressively become more constrained as marketers are being asked to do more with less. He discusses how we find the edge, how we convert these restraints into opportunities and how we use them to push us further and harder with disruptive innovation that drives the industry forward with a strong sense of purpose.


Effectively reaching audiences has become a huge marketing challenge with target markets increasingly elusive as technology expands. Linear TV viewing is declining as on demand increases; interaction takes place on multiple devices, across many platforms and with different IPs. Gil addresses these challenges by leaning in to the changing media habits, tailoring marketing to an actual person rather than simply a device. Bench’s Fuse Graph technology combines multiple data sets that enable advertisers to do just this, negating any over-delivery issues and importantly, facilitating sequential messaging.


A marketing challenge that particularly affects the retail sector is around attribution with offline activity. As mobile usage increases and establishes as the primary interface for the Internet, we still see shoppers in store for purchase, connecting the online and offline worlds. It is now entirely possible to use GPS as a way to track movement and ring-fence location parameters to within an extremely small area – which in turn allows us to connect the marketing dots and draw conclusions.
Geo-fencing is a key and necessary tool that filters specific marketing messages, retargets users, as well as suppressing messages where not relevant or required.


Time is everything. It’s a constraint that affects every aspect of the industry, and doing more with less, and how we use our available time is crucial in our ability to effectively implement agile marketing. Bench’s briefing tools enable marketers to easily capture a brief and apply actionable insights as the campaign progresses in real-time. This ability to profile audiences across all platforms and channels enhances the overall communication process as well as saving valuable hours and dollars. By unifying the marketing workflow Bench draws together a complex landscape into palatable and time-effective communication tools. Right people, right place, right time, a beautiful result from a beautiful constraint. For more on Geo-Fencing, visit here or email [email protected] if you would like a copy of the presentation slides.
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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.