Madeleine Toso joins Nibble Edge’s growing media team as Account Director

Independent agency Nibble Edge has appointed Madeleine “Maddie” Toso as Account Director to join its expanding media function. The agency continues to grow off the back of a run of new business wins including MA Financial and Videri.

Says Jack Baldwin, Head of Media at Nibble Edge: “We’re growing the team off the back of client demand. Bringing Maddie in as our media offering expands is a real win – I’ve had the privilege of working with her across different businesses. She’s one of the sharpest media minds I know. She lifts the standard for everyone around her, and she’ll be central to continue to build out a genuinely integrated offering for clients.”

Toso joins from independent media agency Kaimera, where she was Associate Client Director. Her arrival marks the third time she and Baldwin have worked together: the pair first worked alongside each other on Amazon’s media business at Rufus, and again at Kaimera, where they worked with William Brown, who joined Nibble Edge in 2025. She brings deep experience across paid media planning, buying and client leadership.

Says Toso: “Joining Nibble Edge felt like a natural next step. I’ve seen first-hand what a team can do when media, creative and digital genuinely work as one, and that’s exactly what’s happening here. Getting to do it again with Jack and Will, on a client roster that’s growing this quickly, was an opportunity I couldn’t pass up. I’m excited to help shape what comes next.”

Toso’s appointment comes during a period of sustained momentum for the agency and the recent arrival of Account Director, Deb Rajadurai, as Nibble Edge continues to build out its integrated offering.

Since the 2024 merger, Nibble Edge has grown to more than 35 people, with new clients spanning finance, aged care and education.

The agency’s integrated offering spans brand strategy, creative, content, media, UX/UI, web development and production, delivered through its combined Australia and India teams, and has resonated strongly with brands looking for an independent alternative.

Says Nibble Edge Chairman, Fergus Stoddart: “It’s a tough market and so many agencies are getting squeezed so we are proud to be bucking the trend. Fellow independents going under or being acquired by holdcos puts us in a strong position to attract top talent like Maddie. Independents can still offer the freedom and flexibility that senior hires want. They can come to us and feel part of something rather meaningful than being lost in the whirring corporate machine.”

Pictured from left: Jack Baldwin, Deborah Rajadurai, Maddie Toso and William Brown

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