Neighbourhood Watch appoints Superhuman

September 11, 2025 10:36

The Neighbourhood Watch Victoria signs with Superhuman

Independent agency Superhuman has been named the media agency of record for the Neighbourhood Watch Victoria.

With its appointment, the agency will collaborate with Manifest — the Neighbourhood Watch’s creative agency of record — to develop and roll out a campaign that aims to raise awareness of home security best practices for Melbourne.

Specifically, Superhuman will be in charge of media investment, strategy and planning for out of home, digital, TVC, social and BVOD channels, to amplify its message and promote “measurable behaviour change”.

The campaign will serve as the Neighbourhood Watch’s first significant campaign in 40 years, and comes about as Victoria was found to be the “car theft capital of Australia”.

“This is more than a campaign brief. It’s about helping Neighbourhood Watch continue its mission of making communities safer, friendlier places to live,” Superhuman founder, Luke Maher, said in a release.

“Our job is to ensure the media delivers the reach and impact that mission deserves – and we’re excited to play a meaningful part in it.”

Luke Maher

Chief executive officer of the Neighbourhood Watch Victoria, Bambi Gordon, spoke more about the partnership between Manifest and Superhuman, stating that the latter was “the right partner” to work with the former.

“For Neighbourhood Watch, media isn’t just about reaching people, it’s about helping them change their habits. Superhuman’s senior team and focus on impact made them the right partner to work alongside Manifest’s creative leadership,” Gordon said.

As exclusively revealed by Mumbrella, Maher launched Superhuman in late July 2025 to offer “modern marketers” an independent media agency that is “faster, smarter, and powered by AI” — a fresh model intended to be more innovative than traditional media agency models.

“The traditional model is still weighed down by bloated teams, uneven talent, and too many layers of approval. It won’t keep up with what we’ve built at Superhuman,” Maher told Mumbrella at the time.

“Media agencies are too slow, too layered and too focused on outputs instead of outcomes. Clients pay for that inefficiency in time, budget and missed opportunity.”

Before he opened Superhuman, Maher worked as an independent consultant for sportswear brand Nike, and prior to that, was the national head of media at Cummins & Partners from April 2023 to March 2025.

He joined the independent agency after working in the United Kingdom for four years.