Independent brandformance agency behind famous campaigns for Peters Ice Cream, Honda, Pizza Hut, Mutti, Boost Mobile, Red Bull, THE ICONIC and Indeed, WiredCo has posted a 20% revenue growth over the past 12 months.
Adding six new clients, and lifting profit by a further 12% overall year-on-year, the agency’s strongest area of growth is seen in WiredCo.’s earned media team, which has expanded headcount by more than 40% and profit grew by 36% over the same period. Proof the agency says, that earned is no longer the poor cousin of paid and creative, but a core growth lever for brands navigating an increasingly fragmented, AI mediated media landscape.
The agency’s dedicated SEO & GEO team has also experienced growth, working in collaboration with the earned team and to support clients on the huge shift towards AI visibility.
To fuel the next phase of growth, WiredCo. has made a run of hires across strategy, media and earned:
• Nat Kuznetsova joins as Head of Strategy — a newly created role for the agency. Kuznetsova joins from Dentsu Creative, where as Group Strategy Director she worked on THE ICONIC’s award-winning “Got You Looking” masterbrand campaign, earning an Effie for her strategic work on the account.
• Oliver Carthy joins as Head of Media & Strategy. Carthy brings more than a decade of media leadership across agency and client side, including as Head of Digital at Carat Sydney, and a senior media & digital role at Nestle Nespresso.
• Sophie Young joins the earned media team as Senior Account Executive
• Cobey Johnston joins the earned media team as Account Executive
• Amy Vu, SEO & GEO Lead – previously at Dentu, and B&T 30u30 2026 Tech Winner • Haiying Tang, SEO & GEO Executive, previously at Advisible
• Irene Sang, Paid Media Specialist, previously at Admatic
David Kennedy, Managing Director and Partner, WiredCo, said Kuznetsova’s appointment was a deliberate strategic move for the agency:
“Nat’s hire is one of the most important strategic moves we’ve made as an agency. Brandformance only works if the strategy underneath it is fresh and airtight, connecting the creativity of brand-building and science of performance in a way that’s genuinely additive. Nat’s already proven she can do that at the highest level, and having her lead strategy for us means every client gets fresh, sharp thinking and big ideas.” Explained David.
Angela Hampton, Founder & CEO, WiredCo., said Carthy’s appointment reflected the agency’s ambition to keep scaling its paid media capability:
“Ollie is a genuine growth expert. He’s built and scaled media businesses from the inside, he understands how media performance and brand outcomes connect, and he lives and breathes brandformance the same way we do. That’s rare. Bringing someone with his calibre into lead paid media is a huge statement of intent about where we’re taking this agency next.”
Michelle Hampton, Managing Director and Partner, WiredCo., said the rapid growth of the earned media team reflected a broader shift in how brands are thinking about earning attention:
“Earned budgets are growing faster than any other part of our business, and it’s not by accident. Brands are realising that earned media doesn’t just build reputation — it’s increasingly the raw material that large language models (LLMs) like Claude and ChatGPT are pulling from to inform what they recommend to consumers.
If you’re not earning organically created, third party content, that’s GEO optimised, you’re not showing up in the answers people are getting from AI. That shift is driving real demand, and Sophie and Cobey joining the team means we can meet it head-on.”
WiredCo. says its results are a direct validation of its brandformance model — the fusion of brand and performance thinking that sits at the centre of its offering — and evidence that clients are consolidating spend with agencies that can prove effectiveness across the full funnel.
The agencies’ unique brandformance approach has come into its own in the last two years with culture playing a big role in its success. With big integrated campaigns like Confessions of a Muttiholic, which helped make Mutti the fastest growing preserved tomato brand, and Boost Mobile’s Works Its Are Off campaign, which delivered category busting growth, the business believes they’re evidence that brands can achieve effectiveness with a brandformance approach. Whilst many agencies have chosen to separate them out
or pay lip service to integration, WiredCo. have built a culture and structure that ensures ideas move quickly and freely between paid, owned and earned specialists without the usual friction.
About WiredCo.
WiredCo. is one of Australia’s most awarded independent brandformance agencies, home to some of the country’s most loved brands including Mutti, Peters Ice Cream, Honda, Pizza Hut, Boost Mobile, Red Bull, THE ICONIC and Indeed. A two-time honouree — AdNews Employer of the Year, B&T Independent Agency of the Year, and Campaign Asia Agency of the Year — WiredCo. wraps its brandformance approach in a genuinely people-first culture.
To learn more about WiredCo, check out our website, LinkedIn, Instagram and TikTok.
