Lamington Digital opens to empower mid-sized businesses with digital services
Lamington Digital has officially launched to offer digital services tailored to mid-sized businesses.
The announcement:
Lamington Digital, a digital consultancy focused on driving growth for mid-sized businesses, has been scaling with key clients post its soft launch in late 2024. Lamington works with mid-sized businesses to solve business challenges and drive growth through digital solutions.
Lamington’s founders, Dale Foenander and Matt Paine, spent the past 7 years launching and scaling News Xtend, News Corp Australia’s performance marketing agency. With their experience across agency, tech and media, Foenander and Paine identified a need around providing flexible and accountable growth-focused digital solutions to mid-sized businesses.
“We saw client needs shifting and AI starting to shape clients’ expectations of their digital partner, the traditional agency model is no longer fit for purpose. By launching Lamington we aim to bridge the gap between the traditional agency model and the future needs of clients by moving much further towards a fractional/consultancy-led model where the services we offer aim to complement rather than supplement what resources exist, with a focus on client owned IP, building client capability and greater accountability and transparency around fees. It provides the client with the flexibility to dial up and down support as they need and bridge capability gaps in digital,” said Foenander.
Lamington offers a range of services designed to address the unique needs of mid-sized businesses, including:
- Digital Strategy Development: Crafting comprehensive, growth-oriented strategies that align with business objectives, target markets, and brand values.
- Performance Media: Building and activating performance-driven marketing campaigns across search, social and programmatic channels supported by advanced analytics to optimise to the client outcome.
- Search Engine Optimisation: Strategy, insights and roadmap for eCommerce, Lead Generation and marketplace businesses focused on technical SEO, content and backlink generation.
- AI Advertising Technology: Curated technology stack to drive automation and optimisation to deliver efficiencies and improve performance.
- Big Data Analysis & Insights: Analysis of sales and lead conversion data to unlock business insights to drive strategic decisions, improve efficiency, and boost revenue.
Flipping The Traditional Agency Model
Foenander said, “In our research we began to see that the traditional agency model was no longer fit for purpose. This has held true in all of the client conversations we’ve had since launch.” Acting on the need that each client has individual requirements, and are increasingly demanding greater transparency, accountability and flexibility, Lamington has flipped the traditional agency model and adopted the consultancy-led approach. This means deeply understanding client needs and pain points and crafting a model that works specifically for that client, working as full service for clients that need it, and fractionally for those who have internal resourcing, pairing experienced and commercial talent to achieve the desired outcome. Our model supports clients with a comprehensive strategy to deliver growth, transparent and accountable pricing so they understand exactly what is being done and what they are paying for, and matched tech to deliver efficiencies and provide a competitive edge for performance.
Paine added that, “we fundamentally believe the era of opaque monthly retainers, junior and/or offshore teams, and generic, one-size-fits-all solutions is over. The rise of AI means the generalist agency model is rapidly becoming obsolete, as clients now require deep capability and expertise. Lamington’s purpose is to precisely meet this demand, acting as a true extension of our clients’ businesses by providing that deep specialisation in performance marketing. We foster shared accountability and empower clients through education to achieve sustained success on their terms.”
AI At The Core
“Without a legacy operating model in place, we’ve had the luxury of building Lamington from the ground up with AI at the core. We utilise AI in every part of our business,” said Paine. For client campaigns specifically, Lamington utilises curated AI advertising and creative technology to activate high velocity social campaigns to test, iterate, and optimise towards campaign goals. “We’re able to scale into new regions and platforms in quick succession. The time saved on manually building campaigns and ad creatives is reinvested into high value campaign analysis and deeper strategy work which supports our primary goal, to help our clients grow,” Paine added.
“We see the role of a marketing partner as helping clients deeply understand their audience, and then finding the smartest ways to reach and engage them across channels and emerging AI platforms. It’s about delivering standout results while reducing manual effort. That principle is core to how we operate,” said Foenander.
Why Lamington Digital?
The Lamington is a true Aussie icon, they are also pretty tricky to make. Lamington Digital is a uniquely Australian brand, working with mid-sized businesses to solve business challenges and navigate through the complex digital world to drive growth. Lamington Digital partners with great Australian businesses, serviced with great Australian talent.
About Lamington Digital
Lamington’s team of marketers, technologists, and consultants bring over 40 years of collective experience, helping mid-sized businesses build, grow, and scale. In an era where AI is reshaping expectations and the traditional agency model no longer fits, Lamington bridges the gap. Lamington are not generalists; they’re specialists in outcome-based performance marketing, delivered through a flexible, fractional model. This means clients gain senior expertise that complements their existing resourcing, build owned IP, work transparently, and have the agility to scale support precisely as they need it.
Source: Lamington Digital
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