Luster celebrates two years; appoints Michaela Petrofes to Head of Performance role

Brisbane-based independent marketing agency Luster recently hit the two-year mark – celebrating at West End’s Flying Colours with the people, clients and partners who’ve helped get it there.

Luster’s first two years have been defined by growth and sharp market alignment, as founders Tobey Bower and Gus Shaw continue to carve out a space for marketing built on persuasive creativity, considered media placement, and sensible timing.

The agency’s growth is backed by a client portfolio including Alloggio Group, HomeCaring, Outward Bound Australia, The Lad Collective, and The Missing Link — brands that share Luster’s belief that good marketing should make sense to the people buying and to the people bidding.

As part of that growth, ex-LSKD digital marketing specialist Michaela Petrofes has joined as Head of Performance, taking the reins of Luster’s agency arm overseeing integrated media, rapid creative, modern SEO, and analytics.

Says Petrofes: “I’m genuinely stoked to be part of Luster’s next evolution. It’s rare to find a team that’s so clear on what they stand for — smart strategy, human ideas, no distractions. That’s exactly the kind of marketing and brand work I want to be doing.

“We’re at a point where the line between creative and media shouldn’t exist. You can’t separate what you say from where you say it. The modern job for marketers is to make brand communications sharper, faster, and more useful, and that’s what we’re doing at Luster.”

Co-founder Tobey Bower said Petrofes’ arrival marks an important step in Luster’s next chapter: “Mik’s arrival is a big step for us – she brings energy, sharp thinking, and the kind of modern performance mindset that’ll help us keep growing the right way.

“It’s been humbling to see how much traction we’ve had in just two years. When we started Luster, the goal was simply to tell the truth, do good work, and not overcomplicate it – and it turns out there are a lot of brands who want that.

“Having Mik onboard helps us double down on it. She strengthens what we do best and keeps us focused on what’s actually going to matter for brands into the future.”

Bower and Shaw continue to lead Luster’s advisory practice, while Petrofes leads the growing agency arm. With momentum building, the team is now on the lookout for its next hire to support the next phase of growth.

Pictured (L-R): Gus Shaw, Michaela Petrofes, Tobey Bower