About Us

We've come a long way since 1997

Although advertising channels have transformed through the decades, the principles of effective strategy remain the same.

Customedia is a fully independent and Australian owned media and analytics agency. Our biggest asset is our talented and results-oriented team, combining experience and intelligence with hands-on delivery of services to our clients.

With the assistance of the latest in data and technology, we believe that the future of advertising effectiveness will continue to be driven by strategic capability that can blend insights, tools, and the judgement of expert practitioners.

Our Team

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Toby Roderick

Senior Partner

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Richard Warwick

Head of Digital

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Malcolm Stewart

Senior Partner

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Lauren Bailey

MEDIA BUYING MANAGER

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Ishan Desai

DIGITAL ANALYST

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Santiago Moscatelli

MARKETING STATISTICS ANALYST

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Tegan Vaha

MEDIA ANALYST

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Melissa Osborn

Media Planner

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Abigail Tan

Account Manager

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Maria Santesteban

DIGITAL COORDINATOR

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Nicholas Roy

MEDIA & DATA ANALYST

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Susan Chen

MEDIA ANALYST

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Sophie Fysh

Media Coordinator

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Gabrielle Brown

Media Coordinator

Our Approach

Original Thinking

Independent, critical thought delivering channel neutral ideas. We don’t let media vendors drive the agenda.

Over 8,000 campaigns planned. Over $4 billion in media spend allocated and evaluated. Decades in the Business

Smarter Campaigns

Timeless Advice

Every campaign designed and implemented to best-in-class standards. Live optimisation. Active reporting. Comprehensive analysis

Service is hard to quantify but vital to deliver. At Customedia our service is underlined by our ethos – Trust, Being Unafraid to Fail and Responsiveness. Our service delivery is inherently linked with long and enduring client partnerships.

Proven Service

Ready for Better ?

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Our History

Formation
Customedia formed as Australia’s first independent media strategy agency. Providing advertisers with genuine channel neutrality devoid of all commissions, incentives and kickbacks.
Transport for NSW
Commenced 14 year relationship with Transport for NSW working across all road safety campaigns and responsible for management of government media buyer. Small but important contribution to consistent declines in NSW fatalities during the time.
Coles Myer
Strategic counsel to Marketing Director & broader team of Coles Myer group. Responsibilities were media negotiations, agency reviews and client coaching. 7 years of counsel until Wesfarmers purchase.
Cancer Institute NSW
Appointed as sole media strategist for the Cancer Institute NSW working across anti-tobacco, skin cancer and screening areas. Cancer Institute was a leader in globally recognised prevention campaigns especially during 2004-2010. Built considerable knowledge understanding what it takes to change long standing behaviours.
Telstra BigPond
Strategic counsel to Telstra BigPond Marketing Director which included launch of Broadband. Provide media strategy across all areas of BigPond product suite including Wireless, Movies etc. 6 year engagement.
Sydney Water
Social marketing expertise expanded to Water Conservation with appointment as lead strategy agency for Sydney Water. 6 year partnership during long periods of drought. Responsible for significant changes in peoples understanding of Water Wise Rules.
1Cover Travel Insurance
Commenced working with 1Cover Travel Insurance. At the time, a small challenger brand entirely reliant on Google. Over the next 11 years helped to build AU and NZ brands with a modest budget to be genuine competitors to the global brands.
Cancer Council Victoria
Commenced our relationship with Cancer Council Victoria. In 2011, they were frustrated with a lack of behaviour change expertise across their extensive paid media activity. Initially responsible for just Strategy this extended to all aspects of implementation . Responsible for the full remit today including Fundraising.
Rest Industry Super
Customedia has worked with Rest Industry Super since 2012. Rest is one of the largest industry funds in the country. We have worked across all areas of Brand and Member Engagement. Competing against other Industry funds with far lower annual budgets.
National Heart Foundation
Commenced working with the National Heart Foundation on heart health including areas such as Warning Signs and Mums United. Highlight was being involved in the award winning 2019 Serial Killer campaign in partnership with NewsCorp.
Australian Labor Party
Worked as Strategic Media Counsel for the Labor Party initially on 2014 Victorian State election when Daniel Andrews was elected Premier of Victoria. Since that time have been involved in nearly all State and Federal elections managing buying agencies and providing overall strategic direction.
Norwegian Cruise Line
NCL encompasses Norwegian Cruise Line, Oceania and Regent Seven Seas and is one of the leading cruise operators globally. Customedia has worked with NCL across AU and NZ since 2016 after their local operation was launched. Competing with more established operators with a stronger brand presence across AU and NZ we have helped to drive considerable growth.
Mission Australia
Social Marketing expertise expanded to homelessness and domestic violence with work for Mission Australia. Independence is Precious campaigns follow ‘brand response’ principles in their ability to successfully drive outcomes across both simultaneously.
Pepper Money
Commenced our partnership with Pepper Money, the leading non bank lender in Australia. Pepper benefited from our flexible media buying model helping to drive down media costs year on year.
QBE
After QBE’s divestment of their Travel Insurance business Customedia was invited to pitch for their B2B and B2C campaign activity. Our experience with the Insurance sector and capabilities across performance channels has been well suited since our engagement