Independent digital agency Half Dome acquires Consumedia to create full-service media agency

Independent digital agency Half Dome acquires Consumedia to create full-service media agency

(Pictured L-R: Tom Frazer, Joe Frazer and Will Harms)

Half Dome has today announced the acquisition of independent media agency Consumedia to create a full-service media agency, working with enterprise level clients across Australia.


Consumedia was established almost 13 years ago as an integrated media and marketing communications agency that delivers advertising, media, marketing, and activation for a range of clients.

Consumedia founder and managing director, Michael Harms, becomes a board member of the combined businesses, with the purpose of helping Half Dome succeed in its long-term growth plans.

Says Tom Frazer, general manager, Half Dome: “Michael is committed to the same goal as us – we both understand the value proposition of the business and how it closely aligns with our own values. We are incredibly excited to formalise what has been a long time in the making; and look forward to continuing to grow Half Dome into the smartest media agency in Australia. Half Dome moves forward from here as a leading, full-service media agency in Melbourne, building upon our strong credentials in the digital space.”

Says Michael Harms, founder and managing director, Consumedia: “I am extremely excited to see where Half Dome is heading and what that means to our clients’ growth with our two businesses coming together. Consumedia has given our clients great access to a strong value return due to our years of knowledge and understanding of the offline market; the merger with Half Dome takes the business to the next level and places our clients at the forefront of consumer engagement in Australia. I look forward to working with the team and helping them to continue the amazing growth that they are having over the last few years.”

Joining Half Dome from Consumedia will be clients including Maurice Blackburn, Mayver’s, Euky Bear and Bosisto’s, among others.

Half Dome has grown its staff by 50% in 2021, on the back of organic growth in client relationships and new client partnerships including PointsBet and 28 By Sam Wood.

In a strategic move to better service clients, Half Dome will now be able to expand on its digital media offering to a more holistic, full-service solution to clients, including offline media. This is an exciting prospect for Half Dome managing partner and planning lead Will Harms.

Says Will Harms: “Half Dome was established as a digital first media agency, however, we have always believed in the power of offline media to deliver results for our clients. Evidence continues to show that integrated campaigns are more efficient and effective, so having the ability to execute in-house was a natural step towards us making media smarter.”