Connected is at the forefront of Australia’s independent digital agency industry, providing clients with effective and holistic media strategies bolstered by key data

“We take a holistic view of media, ensure traditional and digital channels are truly integrated, and deliver channel-agnostic marketing solutions to business problems.”

 Connected is an independent digital agency that specialises in growing businesses with smart, data-driven marketing. The company is revolutionizing and transforming digital business capabilities and driving business growth quickly. The agency is known for their laser-focus on results, obsession with numbers, and ability to drive performance. Connected’s careful and considerate approach has attracted an impressive portfolio of clients over the last 11 years, including big names like Sanitarium, Forbes Australia, Canon, Australian Institute of Management, Skinstitut, Octet, Trend Micro, and Apex Tool Group. The agency’s high staff-to-client ratio speaks for itself, and the team has grown to a size large enough to include specialist departments and market-leading technology.

Laura Hamod Barnes, CEO of Connected, spoke exclusively to The Silicon Review about how her company is delivering creative marketing solutions to business challenges.

The Inception: How It All Started

Connected’s inception in 2012 was a convergence of market dynamics, technological evolution, and a desire for work-life flexibility.

Prior to establishing Connected, founders Laura Hamod Barnes (CEO) and Joshua Barnes (Managing Partner) accumulated a decade’s worth of experience in the media industry, identifying the following two distinct challenges that presented opportunities.

Medium-sized businesses needed expertise in the digital marketing space, but they weren’t big enough to get attention from the big agencies. This was a pivotal moment in the industry as programmatic advertising and Facebook (Meta) advertising were emerging channels. At that time, there were very few smaller independent agencies in Australia. Laura and Josh seized the opportunity to be pioneers in this space, establishing Connected as one of the first independent pure-play digital performance-specialist agencies in Australia.

The marketing industry (particularly media agencies) lacked flexibility and balance for parents. As Josh and Laura contemplated starting their own family, they became determined to create an environment that embraced both professional success and personal fulfilment. This holistic approach has remained integral to Connected’s ethos, reflecting not only its commitment to long-lasting, trusted client partnerships but also to fostering a work culture that values individual well-being.

Fast-forward 11 years, and Connected has grown, attracting like-minded employees and clients. Connected consists of a team of over 20 digital specialists working in a variety of flexible roles across three locations, with its head office by the beach in Thirroul on the NSW coast.

Empowering Transformation through Creativity

Laura Hamod Barnes emphasizes, “Our organization prides itself on its agility and swift pace.” She highlights the active involvement of the senior leaders, including the company’s founders and directors, in every facet of campaigns when necessary.

“At our organization, there’s no internal bureaucracy; we prioritize client results above everything. We will optimise a client’s budgets to the channels that are delivering the best results, regardless of where the best margins are. We don’t operate as separate cost centers; instead, we focus on what’s best for the client, managing their resources as meticulously as if it were our own. We foster long-term partnerships, recognizing that our growth is intertwined with that of our partners.”

 “Furthermore, our distinctive cost model revolves around results-based fees. We don’t nickel and dime clients for every project; instead, we do whatever it takes to achieve the desired outcome. This approach offers our clients invaluable benefits, including live dashboard reporting, landing page conversion rate optimization, continuous creative refinement, and competitor analysis. These services are integral to our ability to deliver results; they’re not add-ons but essential components of our offering.”

Client-Centric Approach

“We firmly believe in complete accountability, understanding that our success is intrinsically tied to the success of our clients. Prior to initiating any campaign or onboarding a new client, our primary focus lies in comprehensively grasping their business, aligning ourselves with their vision. This means, at the outset of our partnerships, be it with new clients, products, or campaigns, we establish clear goals and performance metrics.”

 “Our team, comprising seasoned digital marketing experts, is dedicated to empowering clients by enhancing their digital business capabilities. We facilitate untapped growth, driving increased traffic, leads, and revenue. True transformation is a journey that demands time and effort. In the initial three months of our client relationships, we make substantial investments to revolutionize digital capabilities, providing a robust foundation for sustainable growth.”

 “Operating as a performance agency, our focus is on achieving our clients’ business objectives, whether it pertains to leads, sales, revenue increase, or enhancing brand metrics. We adopt a comprehensive approach, seamlessly integrating traditional and digital channels. Our solutions address business challenges by harnessing the power of both mediums.”

“In the past eighteen months, we have revolutionized our own business by crafting innovative proprietary solutions for campaign planning and tracking. This strategic endeavor ensures our entire team’s efforts are channeled effectively, aligning with the core objectives of our clients and their campaigns,” Laura explains on how Connected remains at the forefront of innovation by harnessing cutting-edge technology.

Connected’s Expert Team

“We are nothing without our team,” extols Laura.

 “We operate as a tightly-knit unit, where every member holds a profound sense of accountability. Our commitment extends not only to the business but also to our colleagues, with shared victories being a cause for collective celebration.”

 “At the heart of our company’s values lies a work environment rooted in trust, innovation, and inclusivity. We highly value the diverse perspectives, talents, and experiences that each team member contributes. Rather than just being accepted, varied viewpoints are actively embraced, recognized as the driving force behind groundbreaking ideas and effective problem-solving.”

 “Our atmosphere fosters a culture driven by an unwavering pursuit of excellence. We are always seeking improved solutions, embodying what we refer to as a ‘challenger mindset’.”

 “In an industry that evolves swiftly, nurturing the growth of our employees is of utmost importance. We provide a structured training program in collaboration with The Australian Institute of Management, offering opportunities such as the Mini MBA. Moreover, mentorship programs and ongoing skill development are integral components of our internal training and knowledge-sharing initiatives.”

The Road Ahead

“We continuously monitor and pinpoint emerging client requirements, staying ahead of market trends. Over the past 18 months, our business has undergone a significant transformation through cutting-edge technology, resulting in the development of exclusive data and analysis products. These offerings enhance transparency and foster growth for our clients while simultaneously creating fresh revenue streams for Connected. Stay tuned for more exciting updates!”

Laura Hamod Barnes | Co-founder & CEO

After a career in media (Yahoo!, Southern Cross Austereo, and Cadreon), she founded Connected with her husband, Joshua Barnes (Managing Partner), in 2012. Connected has grown and expanded, but with Laura at the helm, it has retained the hunger and heart of a hustling independent.

“Our team of experienced digital marketing experts help clients transform their digital business capabilities, untap their growth, and drive more traffic, leads, and revenue.”