Icon Inc and Icon PR merge as Icon Agency, to focus on multi-channel campaigns

Digital and PR agencies Icon Inc and Icon PR merged together to launch Icon Agency aimed at tackling demands for multi-channel campaigns.Icon Agency

The merger follows a year of creative expansion within the Icon team to transform the company into a full-service agency.


The Melbourne-based Icon Agency will be led by founders Joanne Painter and Christopher Dodds alongside the creative directors Rod Clausen and Ed Bechervaise, who were appointed in late 2015.

Joanne Painter, managing director at Icon Agency, said: “Icon Agency’s model combines creative advertising with strategy, digital and PR/communications. We work agile and execute multi-channel.

“Seven years ago we disrupted PR with one of the first genuinely integrated digital PR offerings in Australia. Icon Agency takes that spirit of disruption to the next level, blending traditional and digital creative services into a powerful, multi-channel solution for digital-era organisations.”

Chris Dodds, co-founder and digital manager, said Icon Agency was a new model of creative agency.

“Our media and communications landscape is transforming, driven by an exponential change in digital platforms and behaviours. Marketing and PR agencies are also in the midst of rapid digital transformation as engineers join their teams. Gone are the days of siloed strategies directed by a singular approach,” he said.

“Today, digitally literate managers backed by data analysts, usability experts, experience designers, developers, and content creators, are building end-to-end, cross-channel campaigns that identify and target markets and individuals with pin-point accuracy.”

The new agency will offer access to a variety of specialists, with the goal of communicating messages across multiple platforms.

Painter said the agency is “rare” in its variety of specialised capabilities.

“We’re living in a multi-channel, always-on landscape, and our clients’ needs are changing. It’s rare to find an agency with such a sophisticated combination of strategy, creative, digital and PR capabilities under the one roof,” she said.

“With this next step in our evolution we’re going to be better prepared to help our clients succeed in today’s changing marketplace.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.