Independent digital media agency 100% Digital has appointed former Sqreem executive Calvin Pinnegar as an equity partner, marking a new phase of growth and the launch of a Melbourne office.
Pinnegar joins founder and managing director Ben Mulcahy as an equal equity partner, with the appointment effective immediately.
He will lead the agency’s expansion into Melbourne as 100% Digital prepares for increased client demand and broader growth plans.
A familiar partnership returns
Mulcahy and Pinnegar bring a long-standing professional relationship to the partnership, having previously worked together at Melbourne adtech agency Trade Indy.
Mulcahy served as NSW commercial director, while Pinnegar was head of trading.
Trade Indy was acquired by Singapore-based cognitive AI company Sqreem in 2024, after which Pinnegar became group VP of media operations.
Expanding capabilities and footprint
100% Digital specialises in performance digital media, offering campaign strategy, management and reporting, with particular strength across ecommerce, technology, property, finance and FMCG categories.
Its client roster includes City Perfume, Bell Shakespeare Theatre and coffee roasters The Little Marionette, alongside white-label digital services for agencies across the Asia-Pacific region.
Pinnegar brings more than 15 years’ experience across programmatic, digital strategy, integrated marketing, advertising and ecommerce.
The partnership will also see the agency appoint several new service heads to support its ambitions for a global footprint, building on its current team of around 30 staff.
Leadership comments
Ben Mulcahy said the partnership strengthens the agency’s offering for both clients and staff.
“I am excited to be joining forces with Calvin. This partnership is great news for our clients, our people and our growth plans, combining our tech stack and our resources to develop an expanded footprint and our complementary skill sets,” Mulcahy said.
“Calvin and I have a strong background of working together and a shared vision for growth both here and internationally. Combining our resources and building a bigger group allows us to provide a much stronger product for our clients via a larger team and greater skills.”
Pinnegar said the move brings together complementary strengths.
“Joining Ben at 100% Digital pairs my operational experience with Ben’s commercial instincts,” he said.
“From a partnership perspective, our complementary skills bring together our almost four decades of digital and media experience and will help us build a bigger, better company than either of us could on our own. I’m excited for this next chapter for 100% Digital.”