Innocean Australia has relaunched as a fully integrated creative and media agency, with a new leadership structure.
The new model unites creative, media, data, and strategy under one collaborative system, removing traditional silos, commercial barriers and delivers on the market’s need for greater transparency.
The move responds to growing client frustration with fragmented agency models, opaque media practices, and increasing pressure on marketing efficiency.
The shift is a relaunch of Innocean as an integrated agency, not just
a restructure. The core idea is to merge world-class creative and media strategic thinking and execution.
For the media offering specifically, the agency is operating with a single culture, no P&L division, shared values, a commitment to transparency and accountability, and a relentless focus on business outcomes.
The approach is shaped by market conditions, including increasing fragmentation in the media landscape, decreasing budgets, media cost inflation, and softening consumer demand. The new offering provides transparent supply chains, focuses on increasing client’s working media dollars, and puts the client in control of their own data.
New Leadership Structure & Collaboration
The new unique leadership structure is foundational to the integrated model, designed to ensure a seamless collaboration process where different disciplines retain autonomy but amplify through collaboration at key sync points.
The business is brought together under Giorgia Butler (CSO), Brendan Willenberg (ECD), and Jasmin Bedir (CEO).
There are two general managers that report directly to the executive leadership. They are Adam Hosfal as GM of advertising and Tom Cumberworth as GM of media.
Clients now receive one strategy that “straddles message and medium,” enabling the team to break conventions and drive thinking from the business problem through to implementation.
The culture is built on psychological safety, acknowledging that
media and creative minds are inherently different (Mac vs. PC) but work best when they feel safe to be themselves and are curious about each other’s roles.
The in-house media capability has already delivered quantitative results for clients.
In the first six months, the integrated model delivered campaigns costing
24 per cent less while achieving 15 per cent more in business outcomes.
“What others call a restructure, is for us, the relaunch of Innocean as an integrated agency,” commented Bedir.
“We believe that legacy media needs a knock down rebuild. The goal is sustainable growth with clients who share our values and are ready to do things differently.
“It’s been liberating to build a structure where we can all share the load and work together to deliver Fearless Creativity across the entire agency.”
