Innocean Australia has relaunched as a fully integrated creative and media agency with a new leadership structure and operating model centred on ‘Fearless Creativity’.
The new model unites creative, media, data and strategy under one roof, removing traditional silos and addressing growing client frustration with fragmented agency models and opaque media practices.
CEO Jasmin Bedir said she believes that legacy media needs a knock down rebuild.
“What others call a restructure, is for us, the relaunch of Innocean as an integrated agency,” she said.
“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.”
New leadership structure
The restructure is designed to ensure a seamless collaboration process where different disciplines retain autonomy but amplify through collaboration at key sync points.
General manager of advertising Adam Hosfal and general manager of media Tom Cumberworth report directly to CSO Giorgia Butler, ECD Brendan Willenberg and Bedir.
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 execution.
Early results
The integration model is already delivering results.
In the first six months, the integrated model delivered campaigns costing 24% less while achieving 15% more in business outcomes.
Innocean believes its differentiating factor lies in how it uses a full suite of planning, buying, and measurement tools.
The agency says the process begins with business goals, connecting them to unique audiences and ensuring the CFO, sales director and marketing team are aligned, then unlocking current, future and emerging or niche demand by focusing investment and messaging on audiences who will buy more, buy now, buy more frequently and act as brand advocates.