Digital marketing agency Drake Content has been appointed to manage the AU/NZ travel influencer remit for Wise.
The win anchors a broader shift inside the business, moving beyond its origins as a content and performance shop into a fully integrated growth system, where creative, media and data operate as one.
It also heralds a raft of new hires within the business as the agency has catered to a near doubling of staff and revenue scale in the past six months, and its launch in the United States.
Led by Jeremy Drake, the agency is building a growth operating system designed to continuously test, learn and optimise creative ideas across the entire customer and marketing journey.
AI sits at the centre of that system. It informs what content is created by its AI studio, how it’s deployed, how it’s measured, and what happens next; connecting creative output, paid media performance, landing pages, and CRM data into a single, compounding loop.
“We’re not just building campaigns anymore: we’re building a growth engine for our clients,” said Drake. “Creative, media, landing pages and CRM can’t be disconnected. They need to operate as one system that generates tangible revenue or commercial outcomes for our clients. Creative goes live, performance data feeds back, that informs the next round of creative, and the loop keeps tightening.
“That’s the shift. Faster testing, better decisions, and a much clearer line between what we’re doing and what it’s actually generating. AI removes the lag between insight and action.”
To support that evolution, the agency has made three senior hires and expanded its footprint into the United States.
Evan Drake joins as agentic integrations director, arriving from startup and technology businesses, including Chainlink Labs and Apple. With his US-based consultancy, he will lead the build-out of Drake’s AI infrastructure, spanning agentic workflows, performance modelling, creative testing and deeper integrations across media and content.
Manal Abdulaleem steps into the agency as account director, formally of Omnicom’s Team X, strengthening delivery across an expanding client base.
Jessica Murphy, formerly of WE Communications and Disney, joins on a strategic counsel contract to support senior leadership and growth strategy, while Jamal Twycross-Smith and Joel White join as AI creators and producers, both focused on scaling content output across social and performance.
The hires follow a strong run of new business, including expanded work with Wise Australia, Tourism Central Australia and new partnerships with Chinese business Bluetti Home Power and The Flights Club – an exclusive group of business travellers founded by ‘The Points Whisperer’ Steve Hui and Steve Pirie Nally.
The repositioning builds on the agency’s long-standing work across tourism and hospitality — including its role as the retained social and performance partner across multiple SeaLink Marine & Tourism brands. That remit spans SeaLink Sydney and its broader portfolio, including operations across K’gari (Fraser Island), where the focus has been on driving visitation, ticket sales and charter demand through full-funnel digital activity.
Drake Content also maintains a close working relationship with The 10 Group in the UK, strengthening its ability to support clients with strategy, content, and performance capabilities across Britain and North America.
