Innocean Australia has relaunched as a fully integrated agency, uniting media and creative under one leadership structure. CEO Jasmin Bedir said the shift was driven by marketers’ frustration with traditional media models and their desire for deeper, more transparent partnerships. The new structure brings together GMs of Advertising and Media under a single strategic and creative core, with no P&L divisions between disciplines.
The agency’s integrated model is built on “media without fear or favour”, transparent supply chains, and a unified way of working that removes internal barriers and speeds up decision-making. Bedir said legacy media requires a “knock down rebuild”, noting that no one in the market had successfully combined world-class creative and media strategy within one framework—prompting Innocean to design its own model from scratch.
Early results have been strong, with the agency delivering 24% lower costs and 15% improved business outcomes in the first six months. Bedir said most marketing challenges require more than media-only solutions, and that combining message and medium allows teams to break conventions, connect business goals directly to tailored audiences, and spark cross-disciplinary collaboration rooted in psychological safety and curiosity.
Market pressures—including shrinking budgets, media inflation, fragmentation, and increasing demands for transparency—are accelerating the need for integrated solutions. Bedir said Innocean’s edge comes not from tools but from how its teams use shared insights fearlessly and cohesively. The agency has added clients across multiple categories, with Bedir emphasising sustainable growth, aligned values, and a culture that lets teams bring their true selves while delivering high-impact, future-ready work.
