Independent media agency Avenue C has announced five new senior appointments, including four senior partners and a newly created head of data and insights role.
The agency has appointed Tania Carr and Matt Furlong as Business Partners, Lorena Danes as Media & Investment Partner, and Tom Carey as Digital Partner.
Dennis Wong joins in the new role of Head of Data and Insights, where he will help clients connect category, sales, and media data to uncover sharper insights and drive performance.
For Avenue C, the new hires reflect a deliberate focus on building a team that blends network experience with indie agility.
Will Chapman, Managing Partner at Avenue C, said the agency’s structure allows senior talent to remain close to the work while maintaining speed and accountability.
“We’ve built a team of people who’ve done the network thing and now want to use those years of experience to get back into the work that moves brands and builds businesses,” Chapman said.
“These hires strengthen our depth of experience while keeping our structure flat and fast. Everyone here is accountable, empowered, and hands-on. That has always been the Avenue C way.”
The agency, which counts several major Australian brands among its clients, has continued to grow steadily while maintaining its independent ownership and collaborative culture.
Embedding outcomes into every brief
Joining from a background across both agency and client-side roles, Danes said Avenue C’s appeal lies in its genuine commitment to outcome-based planning.
“I’m thrilled to be joining such a high-calibre team, bringing together diverse expertise to create something truly distinctive in the industry,” Danes said.
“While many talk to clients about attention and business outcomes, what I find refreshing about Avenue C is that these principles are not just conversations, they’re actively embedded in the way we plan, buy, and optimise media.
“I’m excited to contribute to the growth of our clients’ brands and businesses and equally energised to be part of a culture built for seasoned media professionals who are deeply passionate about their craft.”
Turning data into decisions
The agency’s newest function, led by Wong, signals a stronger emphasis on transforming data into meaningful insight.
“We’re making data useful, not just another dashboard,” Wong said. “The focus is on real-world insights that give brands an edge.”
Wong’s appointment rounds out a team that Chapman says is designed to maintain Avenue C’s client service excellence while giving senior leaders the space to think long-term.
“Experience is our unfair advantage, and the reason we consistently deliver tangible business results for our clients,” Chapman added. “We’re excited to have four highly respected senior talents join our team who can apply their excellent knowledge to our clients’ business.”
Keeping independence sharp
As Avenue C continues to scale, the hires reflect a broader trend among independents investing in senior expertise to compete with holding groups on strategy, data, and delivery, while keeping decision-making close to clients.
For Chapman, that balance between experience and independence is the key to the agency’s growth. “We’re not trying to be bigger for the sake of it,” he said, “we’re investing in people who know how to make a difference.”