‘The Gurus We Deserve’

Campaign Brief


The Gurus we Deserve is Campaign Del Mar’s first brand campaign.


Live across digital channels from August 2021.


Fed up with the outrageous promises and false narratives being fed to small business owners on social media from the online marketing gurus, Campaign Del Mar founder Mia Fileman decides to fight back.

The centrepiece content for the campaign is a 90-second film where Mia lifts the curtain on the marketing tactics used by the online business "gurus." 

While this campaign film takes a light-hearted poke at the aggressive and comical tactics used by gurus, there is a sinister side to their antics.

“There is much more to the story than the gurus will have us believe; they make it sound easy to scale your business to 7 figures and make money in your sleep but the reality is very different. The number one reason for start-up failure is premature scaling.”

- Mia Fileman

In the media

Walking the walk, talking the talk


Campaign Del Mar teaches switched-on small business owners how to create effective marketing campaigns to grow their business. With this campaign, Mia is putting her advice into action showing small business owners that marketing campaigns are not reserved for big business and big budgets. 

​​The Gurus We Deserve was shot over two days and produced on a small business budget, written by and featuring Mia (and a little blink-and-you’ll-miss-it cameo from Mia’s father), proving that it is possible for a small to medium-sized business to create a marketing campaign that packs a punch, even on a shoestring.


Creative team

Talent, campaign and script development: Mia Fileman

Talent (Car owner): Con Saris 

Production Company: The Tropics

Director: Alec McCloskey

Project Lead, Campaign Del Mar: Marisa Jones

Marketing Coordinator, Campaign Del Mar: Emily Lambourne

Acting Coach: Mitchell Cox


Mia would also like to thank Melissa Packham, Odette Barry and Lauren Pickering for their strategic consultation and assistance with script development.

About Mia

Mia Fileman is a marketing strategist with over two decades of experience in the industry. She spent 10 years in Brand Management roles for global companies L’Oreal, BIC and Kraft, among others, before moving to the world of creative agencies as a Director and agency owner. 

She’s also a mother and military spouse who knows the reality of juggling business, life and multiple roles. So, in 2018, Mia decided to share what she’s learnt by helping small business owners create smarter marketing campaigns. Mia is all about an honest approach to marketing, with no false promises.


Fad free marketing tips the gurus don't want you to know.

Say no to cr@p marketing. If it sounds too good to be true, it probably is. There is no secret sauce, and if there was, we’d all be killing it. You’re in complete control of who you do and don’t listen to, and where you invest your precious funds, and when it comes down to it, we all get the gurus we deserve.

Want 10 fad-free marketing tips the professionals use? Download Mia’s 10 tips for smarter marketing.