Innocean Australia relaunches as integrated agency with ‘Fearless Creativity’ focus

Innocean Australia has officially relaunched as a fully integrated creative and media agency, unveiling a new leadership structure and a bold operating model designed and a stong focus on ‘Fearless Creativity’ to address what it calls the “knock-down rebuild” required in today’s legacy media landscape.

The new model unites creative, media, data, and strategy under one collaborative system, removing traditional silos, commercial barriers and delivers on the market’s need for greater transparency. The move responds to growing client frustration with fragmented agency models, opaque media practices, and increasing pressure on marketing efficiency.

The shift is a relaunch of Innocean as an integrated agency, not just a restructure. The core idea is to merge world-class creative and media strategic thinking and execution.

For the media offering specifically, the agency is operating with a single culture, no P&L division, shared values, a commitment to Transparency and Accountability, and a relentless focus on business outcomes.

The approach is shaped by market conditions, including increasing fragmentation in the media landscape, decreasing budgets, media cost inflation, and softening consumer demand. The new offering provides transparent supply chains, focuses on increasing client’s working media dollars, and puts the client in control of their own data.

The new unique leadership structure is foundational to the integrated model, designed to ensure a seamless collaboration process where different disciplines retain autonomy but amplify through collaboration at key sync points.

Executive leadership is spearheaded by Giorgia Butler as Chief Strategy Officer, Brendan Willenberg as Executive Creative Director, and Jasmin Bedir as CEO. Supporting them are two General Managers: Adam Hosfal, GM of Advertising, and Tom Cumberworth, GM of Media, both reporting directly to the executive team.

A central pillar of the model is the concept of “One Strategy”. Clients now receive ONE strategy that “straddles message and medium,” enabling the team to break conventions and drive thinking from the business problem through to implementation.

The agency culture is built on psychological safety, acknowledging that media and creative minds are inherently different (Mac vs. PC) but work best when they feel safe to be themselves and are curious about each other’s roles.

Early Success and Impact:
The in-house media capability has already delivered significant quantitative results for clients.

• ROI Metric: In the first six months, the integrated model delivered campaigns costing 24% less while achieving 15% more in business outcomes.

Focus on Data and Technology:
While acknowledging that most agencies use a similar full suite of planning, buying, and measurement tools, Innocean’s differentiator lies in how they use them.

• Process-Driven: The process begins with business goals, connecting them to unique audiences to achieve holistic growth. This ensures the CFO, sales director, and marketing team are aligned.
• Demand Focus: The goal is to unlock current demand, future demand, and emerging or niche demand by focusing investment and messaging against audiences who will buy more, buy now, buy more frequently, and act as brand advocates.

Says Bedir: “What others call a restructure, is for us, the relaunch of Innocean as an integrated agency. We believe that legacy media needs a knock down rebuild. The goal is sustainable growth with clients who share our values and are ready to do things differently. It’s been liberating to build a structure where we can all share the load and work together to deliver Fearless Creativity across the entire agency.”

Pictured (L-R): Giorgia Butler (CSO), Brendan Willenberg (ECD), Tom Cumberworth (GM of Media), Adam Hosfal (GM of Advertising), Jasmin Bedir (CEO)

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