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Half Dome
Team PROFILE
Agency Type
Media
Ownership
Independent
tagline
Whole Potential
LEADERSHIP TEAM
Joe Frazer
Founder & managing partner
Will Harms
Founder & managing partner
Jamie Williams
Director of finance
Renee Murray
Head of people & culture officer
Key Stats
Offices
Melbourne
Headcount
50
Gender Balance Staff
M: 75%
F: 25%
Gender Balance Leaders
M: 29%
F: 71%
Client book
Client Wins
5
Client Losses
1
Client retentions
7
Largest clients
The Good Guys
Online Education Services
NBN
Agency Scorecards report
Half Dome hit plenty of high notes in 2025 as it slowly built momentum, sharpened its AI game and innovated.
The Melbourne-based agency added $18 million dollars in billings with five account wins.
Working with the band in 2025 was card personalisation brand Moonpig, T2, Lifestyle Communities, Brown Brothers and Cobram Estate Olive Oils.
With extra billings coming through the door, Half Dome’s headcount grew 8 per cent, and it expects this to continue into 2026.
Half Dome hit all the right notes in its pitches, scoring seven account retentions, whilst only losing project-based client FGB.
Work for Chemist Warehouse, Kids Under Cover and Lifestyle Communities caught the eye (see highlights reel below).
Half Dome has invested heavily into AI, which it said is “transforming the way the agency works”. For instance, it hired a dedicated AI lead and launched two proprietary tools, Signal Labs, an always-on trend and insight engine, and Optilog, an AI-powered optimisation logging system. This, the agency said has embedded intelligence into planning, reporting and decision-making across the agency.
These weren’t experiments either. They have quickly become part of how every team within the agency operates.
That commitment to applied innovation saw Half Dome become the first agency globally to receive Meta’s Marketing Science Lighthouse Award, recognising excellence in measurement science and marketing effectiveness.
Half Dome’s Media i results saw stable improvement, the agency rose from 7th to 4th in publisher satisfaction rankings.
Its leaders are contributing in the wider industry with Jamie Williams joining the MFA Finance Committee, Renee Murray serving on the MFA People & Culture Committee and Joe Frazer appointed to the IAB Executive Technology Council.
The agency’s client NPS reached 64, the highest in its history and its people eNPS climbed to 67 after 14 internal promotions.
Inside its four walls, Half Dome believes building a diverse workforce requires intentional design across both recruitment and retention.
The band’s recruitment process prioritises inclusive and transparent hiring practices. Job descriptions and adverts are written using gender neutral and accessibility-focused language, and it is actively avoiding unnecessary credential requirements to encourage candidates from a broader range of backgrounds to apply.
Half Dome also introduced interview preparation guidance, sharing interview themes and question styles with candidates in advance. This helped reduce barriers for talent who may be new to agency environments or who benefit from additional preparation time.
Hightlights reel
QV Ceramides: ‘The Sanctuary at Beyond The Valley’
When Chemist Warehouse briefed Half Dome to drive incremental sales for QV Ceramides, the expected answer was a standard retail media plan. Instead, the media agency challenged the brief. To build awareness and relevance with Gen Z, it needed to meet them where they actually are and put the product directly into their hands.
That thinking led to ‘The Sanctuary’, a wellness oasis created with QV Ceramides, Chemist Warehouse, BRING and Beyond The Valley. Set within one of Australia’s largest New Year festivals, the activation offered festivalgoers a place to reset through yoga, breathwork, ice baths and recovery experiences, showcasing the skin barrier benefits of ceramides.
The campaign distributed 14,000 product samples, generated 14 million social reach and 350,000 video views, and delivered a sharp uplift in both brand health and sales of the Ceramides range.
Half Dome's take on 2025
It was a record year for Half Dome. We retained all but one client, welcomed five exceptional new brands, T2, Brown Family Wine Group, Lifestyle Communities, Cobram Estate and Moonpig, and extended partnerships with five others. A major focus was
strengthening our six-year relationship with The Good Guys, consolidating offline buying and expanding the partnership.
Client satisfaction reached record highs, with our NPS climbing to 64. We continued to diversify revenue, with SEO billings growing 32 per cent and Content increasing more than 300 per cent, fuelled by rising demand for influencer and UGC-led campaigns. Both functions now represent around 20 per cent of revenue, with more than two thirds of clients engaging services beyond paid media.
We also accelerated our AI transformation, hiring a dedicated AI lead and launching proprietary tools Signal Labs and Optilog, helping Half Dome become the first agency globally recognised with Meta’s Marketing Science Lighthouse Award.
But it’s our culture that remains a cornerstone of success, with eNPS reaching +67, 14 promotions and three delightfully ridiculous retro offsites.
Harry McGovern,
Senior performance and AI transformation director
McGovern spearheaded Half Dome’s in-house AI push, building two apps, Optilog and Signal Labs, helping secure Meta’s Marketing Science Lighthouse Award.
If we were a band, we'd be...
Kate Bush
Smart, creative and slightly unconventional. We take the work seriously, but never ourselves, and we’re always running up that hill for our clients
Half Dome
B&T's Agency Score
8.2
Previous season: 8
Critic's Comment
“Half Dome’s year played like a beautifully produced album, equal parts underground remix and chart-topping hit, blending bold, culture-first activations with precision-tuned media science.”