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VaynerMedia
Team PROFILE
Agency Type
Full service
Ownership
Independent
tagline
We are experts in driving relevance, with social at the centre of everything we do
LEADERSHIP TEAM
Karen Coleman
Country manager AU
Denny Handlin
Executive creative director
Belle Brown
Client partner
Christina Malloch
Group strategy director
Elle Batchelor
Head of creator partnerships
Key Stats
Offices
Sydney
Headcount
52
Gender Balance Staff
M: 40%
F: 60%
Gender Balance Leaders
M: 20%
F: 80%
Client book
Client Wins
6
Client Retentions
6
Client Losses
1
Largest clients
SharkNinja
HBO Max
Google
Trophy Cabinet
TikTok Awards
Agency Scorecards report
Just like its album of choice, Lady Gaga’s Mayhem, VaynerMedia’s 2025 was defined by reinvention, creative experimentation and a refusal to be boxed into one category.
The agency embraced the chaos of modern culture—turning speed, social behaviour and technology into a new operating model for global brands.
And much like Mayhem, the year was a mix of bold moments, experimentation and pushing into new territory.
VaynerMedia Australia delivered a an impressive year, recording 21 per cent year-on-year growth as it evolved from a social specialist into a scaled social engine for global brands.
Growth was driven by expanding relationships with major clients including SharkNinja, Visa and Asahi Group, alongside six new wins including social AOR partnerships with Google and HBO Max. At the end of 2025, it listed 10 clients on its books, six on retainers and four project-based clients.
It did lose PepsiCo, however, which moved its work in-house.
The agency’s biggest strength was its ability to turn social from a channel into an always-on brand ecosystem — bringing together creators, strategy, production, media and analytics to help brands move at cultural speed.
That was showcased through work like SharkNinja’s social transformation, where VaynerMedia built a high-output content engine across 28 social handles, and HBO Max’s Killer Fan Service, which tapped into fandom and creator culture to keep the brand in conversation.
AI and automation supported the agency’s scale, helping streamline production and increase output, although the next challenge will be proving that high-volume content can continue to deliver the same level of creative distinction as the agency grows.
Overall, 2025 was a strong chapter for VaynerMedia — energetic, culturally tuned-in and built for the new rules of marketing. Not every track was a chart-topper, but the album had real moments of oomph.
Hightlights reel
HBO Max: 'Killer Fan Service'
HBO Max launched in Australia in 2025, a late-comer to an already crowded streaming landscape. Today’s brands are built on social, so we ditched the corporate persona and embraced the ways fans actually talk about their favourite shows.
Edits. Memes. Easter Eggs. We utilised platform and cultural signals to drive convos around HBO Max, proving it’s all killer, no filler.
See some of the work below:
SUCCESSION – One Friend with No Filter
Hightlights reel
Vodka Cruiser: 'Brat Summer'
While the rest of the world got their brat summer, Australia was enjoying a cold winter. So by the time Charli XCX finally announced that she was coming to Australia as the headliner at the Laneway Music Festival, one thing was for sure, a brat summer revival was coming.
Cruiser is the undisputed original festival sip. But in a summer saturated with sponsorships and brand deals, how could we generate a cultural moment so authentic and undeniable that it swallows the hype of Charli XCX and Laneway?
We launched Summer Apple, a cheeky new product born from social and brought to life for brat fans everywhere, proving you don’t need a corporate deal to be the cultural moment.
Hightlights reel
SharkNinja : 'Social Shift'
A large-scale social transformation program, building a high-output content engine across 28 social handles.
The work demonstrated the agency’s ability to scale creator-led production into thousands of assets while maintaining speed, consistency and platform relevance.
By treating organic influencer content as a growth engine rather than an afterthought, the agency transformed the $300+ Ninja SLUSHi into a cultural obsession and a massive revenue driver.
The series featured local and cultural personalities (like Australian dancer/musician Go-Jo and personalities like John Pearce) casually using the machine in their daily lives to make everything from frappes to milkshakes.
See some of the work below:
Slushi Hour Ep 1 – John Pearce
Slushi Hour Ep 2 – GoJo
Slushi Hour Ep 3 – Emily Gielnik
Slushi Hour Ep 4 – Katherine Sabbath
VaynerMedia's take on 2025
VaynerMedia Australia has marked another year of growth since launching in 2021, achieving an impressive 21 per cent YoY revenue growth in 2025.
To support this rapid scaling, the team expanded to more than 50 specialists across its Sydney and Melbourne hubs. The agency’s landmark year was propelled by six major client wins, including HBO Max and Google Australia. Ensuring its creative and media capabilities remain at the absolute cutting edge, VaynerMedia also secured official partner certifications across all key platforms: Google, Meta, Snap, and TikTok.
To steer this next phase of growth, the agency welcomed key leadership talent, including Belle Brown (Client Partner) and Elle Batchelor (Director of Creator Partnerships). Committed to shaping a progressive industry, VaynerMedia also became an accredited Shift20 Partner to champion disability-inclusive advertising and solidified a global partnership with The Marketing Academy to cultivate future leadership talent.
The industry took note of this disruptive impact, resulting in over 60 featured articles and accolades at the TikTok Ad Awards, Mumbrella Awards, Global Entertainment Awards, Mumbrella Comms Con, and the Webbys.
Only five years in market, VaynerMedia Australia is scaling rapidly and delivering real business impact for our clients. They are incredibly proud of their team and are just getting started.
Miles Jackson,
associate creative director
Led SharkNinja social ecosystem delivery, scaling production across thousands of assets and embedding AI-assisted workflows into high-volume creative execution.
If we were a band, we'd be...
HUNTR/X K-Pop Demon Hunters
A supergroup that’s collaborative, innovative, and culture driving — taking the world by storm.
VaynerMedia
B&T's Agency Score
7.5
Previous season: N/A
Critic's Comment
“VaynerMedia’s 2025 produced some hits. We’re excited to see how it follows it up.”