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Match & Wood
Team PROFILE
Agency Type
Media
Ownership
Independent
tagline
Our ambition is to be the most trusted agency in Australia
LEADERSHIP TEAM
Lyndelle O'Keefe
CEO
Christopher O'Keefe
COO
Ryan Hancock
National strategy & planning director
Daniel Bradley
General manager
Verity Martin
Group director
Jodie Allen
Group Director
Victoria Valova
National operations director
Key Stats
Offices
Melbourne, Perth
Headcount
40
Gender Balance Staff
M: 32%
F: 68%
Gender Balance Leaders
M: 36%
F: 64%
Client book
Client Wins
7
Client Losses
1
Client retentions/extensions
3
Largest clients
Snooze
InstantScripts
Renault
Trophy Cabinet
MFA Awards
Cairns Crocodiles Awards
Agency Scorecards report
Match & Wood remains one of the country’s premier independent media agencies — and it isn’t hard to see why.
At a time when the country’s marketers are navigating increasing complexity both within and without their organisations, Match & Wood’s mission is to ‘become the most trusted agency’, and it’s proving to be compelling. It also seems to be allowing Match & Wood to buck industry trends.
Over the course of 2025, the agency won seven accounts, including the $12 million Renault account that it won from OMD. It also won defensive pitches for Synergy and Snooze, the latter being its largest client worth in the order of $20 million in billings.
In fact, all 29 of its clients are on retainers — none are project-based. This level of success saw the agency continue its run of double-digit year-on-year growth since its founding nearly 10 years ago.
Our Scorecards advisory panel consistently praised it as being a “solid”, “values-based” agency that was a positive force in the industry.
Its behind-the-scenes efforts have been important, too.
Match & Wood’s twice-yearly Employee Pulse surveys have shaped real policy change, such as expanding its hybrid and remote work model nationally, to six leadership training sessions and a dedicated female leadership program, to providing external one-on-one coaching for those stepping into new challenges.
Match & Wood, under the leadership of Chris O’Keefe, is renowned in the industry for innovation. Its proprietary cloud-based platform Campfire, which centralises paid advertising expenditure, signals and workflow received a significant update and investment over the course of the year.
This was supported by external developers and 1.2 dedicated FTE staff. In return, it gave more than 3,900 hours of admin time back to its team.
This time, M&W said, was reinvested into training, strategic thinking and client outcomes. Match & Wood also built its own in-house holdings system, another significant step for any agency, not just an indie.
It has also maintained its carbon neutral status for the past three years. Over the past 12 months, however, it has started to actively map its supply chain emissions by channel, using global calculators to build a clearer, more granular picture of its carbon footprint.
Match & Wood plans to embed carbon measurement into every media plan (not just clients who opt in), a step change for the industry. The agency said it will continue this effort even as AI becomes more commonplace in the industry.
Hightlights reel
InstantScripts: Omnichannel Approach
We helped InstantScripts defend market leadership, both maintaining market share & growing transaction volumes year-over-year in an increasingly complex & competitive category. As Instantscripts grew, they became a victim of their own success generating more demand than they had doctors on staff at peak periods throughout the week resulting in longer wait times.
Throughout 2025 InstantScripts hired more doctors to ensure low wait-times across the day, so we developed an omni-channel approach targeting
moments where people were waiting, and intercepted them by surfacing InstantScripts’ live GP wait times to illustrate that you don’t have to trade speed for quality care.
Hightlights reel
Remedy Drinks: Health & Hedonism Butt Heads In OOH
Sodaly launched under the Remedy brand in 2022 and inherited the wrong association: consumers saw a health drink, not a soft drink, when in reality the key to growth was somewhere in the middle.
Off the back of ‘Brat Summer,’ Australians were no longer feeling the need to choose between being good and feeling good. We built a strategy around the moments where health and hedonism collide, placing Sodaly unapologetically at points of contradiction in out of home, which exemplified their positioning rather than trying to explain their credentials.
The campaign drove significant growth in non-promotional sales, more than doubled our consideration in a single period, and made Sodaly the most considered soft drink in its competitive set.
Hightlights reel
Intrepid Travel: Global Connections Strategy
We continued our three-year partnership with Intrepid Travel, leading their global connections strategy toward ambitious 2030 targets. By mapping how global audiences actually move from inspiration to conversion, we found that no two journeys looked the same, with over 300 unique conversion paths through the site every month. We built a strategy around the (consumer) journey not the destination, targeting mindsets and category entry points rather than demographics, which delivered substantial revenue and profit growth, as well as record NPS.
Match & Wood's take on 2025
2025 is a year we are incredibly proud of.
Like everyone, we’ve been operating in a complex and fast-moving environment. We’ve remained focused on the work, developing our people, and delivering record results for our clients – all while driving strong, sustainable growth across the business.
We’ve had some incredible moments of connection, seen our next generation of practitioners go from strength to strength, and watched our leaders play a role in shaping the industry.
Alongside new business wins and major retentions, we continued to invest in our proprietary platform Campfire, removing 3,900+ hours of admin and strengthening our data advantage.
Most importantly, we’ve remained focused on our vision to become Australia’s most trusted agency. And we’re more confident than ever in what we’re building, and where we’re headed.
The team
2025 was a great year for us due to the team effort of everyone involved.
We have a number of truly amazing “star performers”, too many to call out one!
If we were a band, we'd be...
The Temper Trap
Aussie, indie, they work hard and and care about the music, and they’re a vibe.
Match & Wood
B&T's Agency Score
8.3
Previous season: N/A
Critic's Comment
“A very solid year characterised best by M&W’s behind the scenes instrument tuning to keep its existing clients (and some new ones) very happy indeed.”