Audience Group leadership team undergoes changes
Full-service media strategy and advertising services agency, Audience Group, has revealed the latest changes to its leadership team.
Announced on Wednesday morning, the agency’s managing director and co-founder, Tom Evans, will take on the position of chief operating officer. As COO, Evans’ job is to scale Audience Group’s capabilities in the data, technology and privacy-first spaces to better support clients and their growing needs.
“As Brisbane’s biggest independent media agency, and certainly one of the larger indies nationally, it’s critical for us to remain agile and competitive,” Evans commented on his promotion.
“This shift to COO lets me focus relentlessly on scaling our capabilities, continuing to bring the right people on board doing exactly the right things, and ensuring we continue to innovate.”
At the same time, James McDonald, director of strategy and co-founder of Audience Group, will become the company’s new MD.
McDonald is expected to supercharge the agency’s expansion efforts, on top of upholding its values in evidence-based advertising – a direct reflection of Audience Group’s work in using “first-party data to align advertising with business goals” via offerings such as predictive analytics and advanced modelling.
“Our clients expect smarter, more efficient outcomes, and we’ve established some seriously smart technology, capabilities and services as the backbone of delivering on that promise,” Evans explained.
(L-R): Tom Evans, James McDonald
“We were early adopters of attention metrics combined with custom bidding algorithms, notably achieving a 74% uplift in brand recall in our first use case.
“We’ve established the capability to rapidly generate media mix models and predictive analytics – tasks that once required hundreds of hours – reducing costs significantly, without compromising data privacy.”
McDonald added: “This change is invigorating, and it’s as good for Tom and I as it is for the business and for our clients.
“As director of strategy, I was working to shape our offering and take it from vision to reality in a way that is useful to our clients.
“Now, as MD, I’ll be homing in on the day-to-day as well as representing Audience Group’s vision for the future of advertising across the market, building on what Tom and I have established.”
“We’re not about growth for the sake of it,” he pointed out. “This structural shift is about ensuring every step we take strengthens our offering, that we build with purpose, and stay ahead of market demands.”
First opening its doors in 2016, Audience Group has tripled in size since. The agency’s clients include brands within the hospitality industry, national not-for-profit organisations and medium-sized businesses.
According to Evans, the agency’s growth and ongoing success is a testament to its penchant for prioritising people in its operations.
“Our focus on people is central to everything we do, from hiring the right talent to fostering a culture of sustainable and socially responsible practices,” Evans said.
“For example, we’re now supporting Scope 3 emissions reporting for clients looking to make a positive impact.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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