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Hatched
Team PROFILE
Agency Type
Media
Ownership
Independent
tagline
Goodness & Growth
LEADERSHIP TEAM
Stephen Fisher
Managing partner & CEO
Adrian Roeling
Managing partner & COO
Cat Edghill
GM & managing partner, Sydney
Danni Dimitri
Head of strategy & managing partner, Sydney
Mike Wilson
Chairman
Denise McCormack
Head of digital, data & tech
Regan Hancock
Head of planning
Andrew Pascoe
Head of effectiveness
Lucy Seward
Head of brand & culture
Clare Farrugia
Head of performance
Paul Wilkinson
Head of investment
Key Stats
Offices
Sydney, Melbourne
Headcount
94
Gender Balance Staff
M: 31%
F: 69%
Gender Balance Leaders
M: 57%
F: 43%
Client book
Client Wins
18
Client Losses
1
Client extensions
16
Largest clients
Australian Pacific Touring
Forty Winks
Bapcor
Trophy Cabinet
B&T Awards
Agency Scorecards report
Returning to B&T’s Agency Scorecard after a brief hiatus in 2024, the band hit the stage with its vocal cords in tune.
Over the course of the 2025 calendar year, it picked up 18 accounts including the likes of Key Pharmaceuticals, Australian Pacific Touring, CPA Australia, Yellow Tail, Chobani & Gippsland Dairy and MCoBeauty.
According to the agency, media billings grew 39 per cent over the course of the year, with digital billings up 42 per cent. Hatched did this by resetting its ideal client profile, shifting from $3–10 million clients to $10–20m partners “aligned with its values”.
In fact its new business success helped Hatched grow revenues by 26 per cent year-on-year, marking the agency’s strongest performance to date and positioning it as one of Australia’s largest indies.
This coincided in a growth spurt for the Hatched team, which grew by 24 per cent.
The agency also broadened its service offering by expanding SEO, Influencer, SEM and advisory services, achieving a near perfect client retention rate.
Hatched commits a quarter of its profits to performance related incentive payments, aligning its success to client outcomes.
The agency told B&T that the happiness of its employees increased from 51 per cent to 83 per cent—the highest score it has tabled in recent years. Enjoyment of agency culture was up to 98 per cent, recognition and reward was up to 87 per cent.
This can also be put down to the Belongings & Connections Team, which leads DE&I initiatives, including Celebration Leave, which gives employees the flexibility to swap public holidays for culturally significant days.
On the awards front, Hatched picked up three trophies, all coming from the prestigious B&T Awards.
Its work for Kitchen Warehouse and Who Gives A Crap saw the agency take home the Best Use of Data Driven Marketing, Best Direct Response Campaign and Best Retail Media Campaign with Cartology.
In 2026, (outside of the Scorecards’ judging period), Hatched Media convinced former IPG Mediabrands boss Mark Coad to join the business.
Given the agency’s 2025 performance, it isn’t hard to see why he jumped at the opportunity.
Hightlights reel
Kitchen Warehouse: 'Mum-nipulate the Algorithm'
An inventive Mother’s Day campaign that turned mums into willing co-conspirators, using cookies and device IDs to serve their families hyper-targeted gift ads across the internet.
The campaign drove a 19.31 per cent sales increase and 239 per cent lift in traffic to the Kitchen Warehouse website.
Hightlights reel
Who Gives A Crap: 'Give With Your Backside'
A first-of-its-kind retail OOH incrementality experiment that proved pre-store brand priming beats price-cutting.
The campaign delivered a 12 per cent lift in toilet roll sales (13pts ahead of category) and 2.2 per cent incremental new customers driven entirely by ROOH.
Hightlights reel
Forty Winks: HatchedID Driving Better Shoppers & Better Sales
A data-driven masterclass in quality over quantity, using five years of first-party customer data to target high-value shoppers and get them in the door, slashing cost per footfall by 38 per cent versus Google, and delivering 9 per cent year-on-year sales growth.
Hatched's take on 2025
With billings up 39 per cent, growth and goodness were on the menu for Hatched in 2025.
Our best-ever year for new business wins, 18 new clients appointed Hatched, driving a 55 per cent increase in new business revenue.
We achieved 99 per cent client retention and became the one of the largest media indies in terms of scale. But, most importantly, we saw our Hatchling happiness index increase to 83 per cent, with enjoyment of agency culture hitting an outstanding 98 per cent.
Our clients are happy too, with award-winning work for brands including Kitchen Warehouse and Who Gives a Crap.
We continued to innovate, embedding HatchediD across more clients and even created a new revenue stream offering financial management and invoicing services to other indie media agencies. 2025 was a cracking good year for Hatched, our best on record.
Regan Hancock,
Head of planning
A strategic powerhouse who launched Hatched’s Kaleidoscope Planning Process and led new business strategy and planning helping deliver the agency’s strongest new business year.
If we were a band, we'd be...
Daft Punk
They fused experimentation with meticulous craft to create music that was both distinctive and engineered.
That’s a lot like Hatched: equal parts creativity and technical precision. We like to think we’re the Daft Punk of media… though if we’re honest, we’re probably just the people in the studio obsessing over the mix while pretending to be rock stars.
Hatched media
B&T's Agency Score
8.6
Previous season: N/A
Critic's Comment
“This band has really found its groove and was one of the hottest indie media acts of 2025.”