Elle Macpherson’s Welleco taps Superhuman as Australian media agency

September 23, 2025 9:00

Elle Macpherson was 'run down' before she started on the supplements

Indie agency Superhuman has added another client to its portfolio — Welleco, an international wellness brand from Australian supermodel Elle Macpherson.

Superhuman will act as the brand’s Australian media partner, covering media investment, strategy and planning.

“WelleCo is focused on developing a media strategy that aligns directly with our commercial objectives, rather than running campaigns in isolation,” Welleco chief marketing officer Claudia Dwyer said in a release.

“Superhuman’s senior-led talent model enables us to work strategically from the outset – shaping how media contributes to both brand ambition and business growth.

“Their balance of upstream strategy and hands-on execution makes them an ideal partner for our next phase.”

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Macpherson — who shot to fame in the 1980s as a supermodel — founded Welleco in 2014 with naturopath and nutritionist Simoné Laubscher. The model-turned-entrepreneur was inspired to start the brand after Laubscher developed a supplement that improved her health in a matter of weeks.

“Within six weeks my whole life changed, I couldn’t believe it,” Macpherson said in a Harper’s Bazaar UK interview in 2024.

Superhuman’s founder, Luke Maher, shared his excitement at his agency’s latest client win, while providing more context on the work the company will provide Welleco.

“We’re incredibly excited to partner with WelleCo,” Maher said in the same release.

“It’s a brand with a strong foundation and global momentum, and our role is to build on that with smart, creative and commercially effective media that fuels the next wave of growth. It’s exactly the type of media planning we thrive on.”

Superhuman recently was named media agency of record for community safety organisation, Neighbourhood Watch Victoria.

The independent agency says it has signed more clients in the e-commerce, education and health industries, and is expected to formally announce them in the near future.