Innocean relaunches with unified creative–media approach

Innocean Australia has relaunched as a fully integrated creative and media agency, introducing a new leadership structure and operating model designed to address what it describes as a knock-down rebuild of the legacy media environment.

The agency’s shift unifies creative, media, data, and strategy into a single collaborative system aimed at improving transparency and eliminating the silos and commercial barriers that clients increasingly find restrictive.

The relaunch responds to client frustration with fragmented agency setups, opaque media practices, and mounting pressure on marketing efficiency. Innocean’s integrated approach merges creative and media strategic thinking, supported by a media offering built on a single culture, shared values, and a commitment to transparency and business outcomes.

Jasmin Bedir, CEO, Innocean Australia: "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."

Integrated Model Built Around Collaboration and Accountability

The agency’s model is shaped by market pressures including media fragmentation, shrinking budgets, cost inflation, and softer consumer demand. Innocean is positioning itself to boost working media dollars, provide transparent supply chains, and give clients full control of their data. The structure retains discipline autonomy but ensures collaboration at key sync points across the organisation.

Executive leadership now comprises Giorgia Butler (CSO), Brendan Willenberg (ECD), and Bedir. They are supported by two general managers: Adam Hosfal as GM of advertising and Tom Cumberworth as GM of media. Clients will receive one unified strategy bridging message and medium to drive thinking from business challenge through to execution.

Model Delivers Early Performance Gains for Clients

The agency emphasises a culture of psychological safety designed to bring together different creative and media mindsets. Innocean reports that its integrated media capability has already generated meaningful quantitative results. In the first six months, campaigns cost 24 percent less while delivering 15 percent more in business outcomes.

The process begins with business goals and aligns CFOs, sales teams, and marketers on growth priorities. Investment and messaging are focused on audiences most likely to drive growth—whether by buying more, buying now, purchasing more frequently, or influencing others.

www.innocean.com.au

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