We’re your partner not a vendor

Colleagues, not clients

We’re an extension of your team,
who's fully invested in your success

From start to finish, we partner with businesses to drive change and meaningful growth. As the ‘Lab’ in our name suggests, we blend experience with experimentation and creativity with cutting-edge marketing and PR to synthesise your brand ambitions. We help you to not only navigate the ubiquitous marketing landscape but to blaze a trail through it.

We do what we say, say what we think, and know when to listen.

Our mission

We might be in the content business, but our mission is intentionally unsexy. It’s simply what we do, believe in and stand for: to seamlessly integrate data-led content, PR and digital marketing to improve the customer experience and, ultimately, increase the client’s market share and profitability.

Everything we do is measured by the three benchmarks at the heart of our agency:

Ubiquitous

Systematic

Bespoke

And supported by the three pillars on which our agency is founded:

Brilliant humans

Clients win

Brand experience map-led

These are more than just words on our website, they are at the heart of everything we do. They are in our DNA. Learn more about the ethos and rules we live by.

Collaboration is our mantra – we’re in this with you

Most agencies work vertically, going deep on a discipline. But we’re different. We believe in collaboration, equal contribution and partnering. We’ll work with you to co-create a growth plan, integrating paid, owned and earned activity into a sophisticated strategy. Helping you drive change and growth and boost your bottom line.

Change management is hard – we’ve lived and breathed it, both in-house and as an agency partner. We’ve navigated our way past multiple roadblocks and detours and we can help you do it, too.

We walk in your customers’ shoes

When we dissect the customer journey, the data tells us where your customers have been, where they’re going, and how to make your marketing and PR more effective and efficient.

We’re all about
data-led paid, owned & earned integration

We decode the data to reveal patterns, deep truths and possibilities. Our brand experience map identifies customer opportunities and pain points, enabling brands to have a more nuanced conversation across the customer journey.

We’re in
this with you

We show you how to navigate the commercial-to-customer terrain; we signpost the possibilities every step of the way to ultimately help you arrive at a deeper brand awareness and more established customer engagement.

Our team

Matt Allison

Founder & Managing Director

20+ years helping brands understand the customer mindset, capture attention and deliver commercial outcomes.

Experience in-house and as a consultant helping leading brands embed a data-led paid owned and earned ecosystem.

Matt’s superpower is strategy. His vision for the big picture and ability to get granular helps you formulate a roadmap, overcome obstacles and achieve your business goals.

Kirilly (Kiz) Mallard

Director – PR & Communications

15+ years leading strategic communications, integrated campaign management, media relations, talent management, issues and crisis management.

She’s worked with an eclectic mix of heavy hitters in the world of finance, technology, FMCG, home and lifestyle, superannuation, luxury cars and entertainment.

Kiz’s superpower is integration. She masterfully connects comms and marketing, delivering a sophisticated marcomms strategy.

Neha Lokesh

PR Account Director

7+ years of experience leading media relations, corporate comms, social media, influencer campaigns and thought leadership.

She’s worked on big brands in real estate, appliances, recruitment, entertainment and not-for-profit.

Neha’s superpower is her commitment to authenticity. She combines data with audience needs and expectations to develop strategic brand communications that create enduring trust, integrity and credibility.

Kerry McCarthy

Director of Content

20+ years editing and writing for the UK and Australia’s biggest consumer titles. The former head of the HuffPost Partner Studio.

Expert across health, hospitality, finance, FMCG, food and beverage, tourism, gaming and entertainment.

Kerry’s superpower (aside from being a brilliant editor) is helping brands create deeper relationships with their audience via compelling content.

Nidhi (Nids) Rajan

Director of Digital Performance

12+ years leading digital and performance marketing in both Australia and Singapore. Highly proficient across the Google Network, digital media buying and social media.

She’s increased ROI for a range of clients, including homewares, private health insurance, luxury cars, mining and not-for-profit.

Nids’ superpowers are her curiosity and disruptive thinking, which allow her to dive-deep into the data to spot angles others miss.

Tessa Santamaria

Performance Marketing Specialist

10+ years of experience managing digital and performance channels, including social media and eCommerce campaigns in Australia, the US and the Philippines.

Tessa’s expertise has been highly sought after in the luxury travel market, real estate industry and across big brands in sports apparel.

Tessa’s superpower is her ability to weave together digital and data with creative content. Her social media campaigns are easy on the eye, engaging and native while also being packed with digital purpose.

Like what you see?
Let’s talk possibilities.

Like what you see? Let’s talk!