January, 2025.- In an exclusive interview with Brian Collins, the newly appointed Head of Growth at Orange Line, we explore his vision for the agency’s global expansion, his deep-rooted expertise in scaling businesses, and his take on how AI and innovation are transforming the digital marketing landscape.
Joining Orange Line at the Perfect Time
When asked what attracted him to Orange Line at this stage of its journey, Collins cited the agency’s impressive client roster and commitment to innovation. “The clients on Orange Line’s books would be the envy of any top-tier agency,” Collins said. He emphasized the company’s mastery of foundational marketing principles while innovating with AI to drive tangible business growth. “So many agencies pretend to be AI-powered, but Orange Line actually implements it — with real, measurable results.”
Collins was also drawn to Orange Line’s rapid growth in Australia and the United States, describing it as a “train worth jumping aboard.” With this momentum, he is eager to help the agency scale further and cement its position as a global leader in digital marketing.
A Global Perspective and Local Nuances
Collins brings a wealth of experience from his time at global brands like Vodafone, Nokia, and British Airways, where he mastered the art of tailoring campaigns to diverse audiences. Recalling his tenure at Ogilvy, where he led paid social campaigns for Mattel across EMEA, he reflected on the importance of local nuances: “Onboarding Barbie in Italy is vastly different from delivering the same campaign in Saudi Arabia. The ability to flex to regional cultural contexts is often where success is made or lost.”
This adaptability will be central to his role at Orange Line as he navigates the complexities of expanding the agency’s reach in the U.S. and beyond.
What Sets Orange Line Apart?
For Collins, Orange Line’s ability to solve complex business challenges is unparalleled. “The caliber of clients — from Skyscanner to AWS and Atlassian — speaks volumes about the trust the agency has built globally,” he noted. Beyond client success, he highlighted the agency’s strong internal culture as a key differentiator.
“In the modern agency world, staff churn is a huge issue. At Orange Line, people stay, grow, and lead. This continuity builds trust and prevents the turnover problems that so often plague agency-client relationships,” Collins said.
Key Trends in Growth Marketing
Collins identified artificial intelligence as the most transformative trend in digital marketing today. However, he emphasized that true AI integration goes beyond superficial applications like content creation.
“Many agencies claim to be AI-powered, but having ChatGPT write blog posts isn’t innovation,” Collins remarked. At Orange Line, AI is embedded in every level of the process — from automating tedious tasks to enhancing creative work and optimizing media buying. This frees up the team to focus on strategy, experimentation, and innovation.
Collins also noted that AI allows Orange Line to deliver results faster and with greater precision. “We’ve been leading the way with AI agents long before it became a buzzword. It’s about augmentation — enabling our teams to focus on high-level creativity while automating the rest.”
A Dynamic Future
As he takes the reins of Orange Line’s growth strategy, Collins is optimistic about the agency’s potential to redefine the digital marketing space. He envisions a future where AI-driven innovation and a steadfast commitment to client success will continue to set Orange Line apart.
“In an industry that’s constantly changing, staying ahead means constantly adapting,” Collins concluded. “I’m thrilled to be part of a team that embraces that challenge head-on, with creativity, ingenuity, and a relentless focus on results.”
With Brian Collins at the helm, Orange Line is poised to chart new territory in digital marketing innovation, bridging the gap between cutting-edge technology and human creativity.