DETAIL

What DETAIL does

Detail Marketing Communications Pty Ltd, trading as DETAIL, is a privately held, founder-led creative communications agency headquartered in Fremantle, Western Australia, with a secondary office in Augusta. Founded in 2004 by Claire McGowan after more than a decade working with global lifestyle companies, the firm operates as a boutique agency delivering an integrated service offering across six practice areas: Marketing (brand strategy, content, photography, videography, copywriting, advertising), Public Relations (media relations, brand advocacy, influencer engagement, crisis communications, speechwriting), Events (concept, activations, launches, corporate events), Digital (website design and development, e-commerce, social media, email marketing, SEM, CRM implementation), Design (brand identity, packaging, environmental), and Production (creative direction, set design, post-production).

The agency serves a regionally concentrated Western Australian client base spanning retail, hospitality, property development, education, government, arts and culture, and food and beverage. Named enterprise and government clients include Crown Perth, Mirvac, Edith Cowan University, Curtin University, Karrinyup Shopping Centre, Claremont Quarter, Perth Airport, City of Fremantle, and City of Melville, alongside SMB and startup clients such as Floral Army, Kuld Creamery, and Be Free. Service delivery relies on third-party platforms rather than proprietary technology: Shopify for e-commerce, Klaviyo for email marketing, Mews, Now Book It, and My Guest List for hospitality booking, and Meta and Google advertising infrastructure for paid media.

DETAIL generates revenue through professional services fees, combining project-based engagements with retainer arrangements subject to minimum 3-month commitments (6 months for Google Ads). Pricing is proposal-based and not publicly disclosed, with standard 30-day payment terms, deposit or advance payment requirements, and a 20% management fee on third-party costs. The firm is bootstrapped, wholly founder-owned, and operates without institutional capital, venture funding, or a parent holding company. Its go-to-market is sales-led and referral-driven through its founder's board positions in Design Freo, Fremantle Chamber of Commerce, CPRA, IN:WA, and Trinkor, with channel mix spanning organic Instagram, earned media, influencer partnerships, paid digital advertising, email marketing, content marketing through its Journal, and live events.

Name

DETAIL

Legal name

Detail Marketing Communications Pty Ltd

Website

https://detail.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

DETAIL is a Fremantle-based, founder-led creative communications agency founded in 2004 that delivers integrated marketing, public relations, events, digital, design, and production services primarily to enterprise, government, and SMB clients across Western Australia through project work and 3-6 month minimum retainers.

Ownership category

akta.pro rank

Product category

Creative Communications Services

NAICS

Public Relations Agencies (541820), Graphic Design Services (541430)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Full-Service Event Planning & Production (HSACAAAA), Event Design, Decor & Styling (HSACAAAB), Graphic Design & Visual Content Production (BPAFAIAC)

Keywords

• Creative communications agency
• Public relations services
• Marketing strategy
• Event management services
• Digital marketing agency

Headquarters

HQ city

Fremantle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Marketing and Communications Services: Detail generates revenue through project-based fees and retainer arrangements for marketing and communications consultancy services including strategy, graphic design, photography, social media services, public relations and media services, and community engagement. Pricing is based on proposals and quotations with payment terms typically requiring deposit or advance payment and balance within 30 days of invoice.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

DETAIL is an award-winning creative communications agency offering an integrated suite of services across marketing strategy, public relations, events, digital, design, and production. The agency delivers campaigns as a unified offering, connecting clients to their audiences through strategic storytelling, data-backed campaigns, and memorable experiences. Services are delivered through project-based engagements and retainer arrangements (minimum 3 months for PR and digital, 6 months for Google Ads) to enterprise, mid-market, government, and nonprofit clients across Western Australia.

Product overview

DETAIL is an award-winning creative communications agency offering an integrated suite of services across six core areas: Marketing (brand strategy, content creation, videography, photography, copywriting, advertising), Public Relations (media relations, brand advocacy, stakeholder engagement, sponsorships, influencer engagement, crisis communications), Events (brand activations, product launches, venue openings, community and corporate events), Digital (website design/development, e-commerce, social media, email marketing, digital advertising, CRM), Design (brand identity, printed materials, packaging, digital assets, environmental), and Production (concept development, creative direction, location scouting, set design, post-production). The agency delivers campaigns as a unified offering rather than individual modules, connecting clients to audiences through strategic storytelling, data-backed campaigns, and unforgettable experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Marketing Services
• Public Relations Services
• Events Services
• Digital Services
• Design Services
• Production Services

Quantifiable outcome

• Half of residences sold within three months of launch for Saracen Properties Royal George project
• +3 more outcomes

Named customers21 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform used for Floral Army website development, providing online retail capabilities for floristry and giftware ordering.
• KlaviyocoreTechnology or IntegrationEmail marketing platform used for Floral Army email marketing strategy and customer communication templates.
• AssemblycoreStrategic or Co-development PartnerMelbourne-based brand agency that developed brand identity for the Royal George Hotel project in partnership with Detail.
• spaceagencycoreStrategic or Co-development PartnerAward-winning architecture practice partnering with Saracen Properties on the Royal George Hotel heritage restoration project.
• Design FreominorOthersBoard membership organisation supporting Fremantle design community; Claire McGowan serves as Board Member.
• Fremantle Design WeekminorOthersAnnual design event in Fremantle; Claire McGowan is involved in Fremantle Design Week.
• IN:WAminorOthersWestern Australian industry network; Claire McGowan is listed as a member.
• Fremantle Chamber of CommerceminorOthersLocal business chamber supporting Fremantle commerce; Claire McGowan is listed as a member.
• Communication and Public Relations Australia (CPRA)minorOthersNational professional body for communications and PR practitioners; Claire McGowan is listed as a member.
• TrinkorminorOthersBoard membership; Claire McGowan serves as Board Member.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ellis Jones: Independent Australian communications agency providing PR, creative, digital, and content services. Comparable as a similarly structured boutique full-service agency competing in the same Australian brand communications space.
• Keep Left: Australian boutique creative communications and PR agency of similar size serving mid-market and enterprise clients. Directly comparable as a small, integrated marketing and PR shop competing for similar Australian brand and property clients.
• One Small Step Collective: Australian boutique creative and PR agency offering integrated communications for brands, hospitality, and lifestyle clients. Comparable as a similarly sized independent shop focused on storytelling and experiential activations.
• Magnum & Co: Australian integrated marketing and communications agency offering PR, brand, digital, and experiential services. Directly comparable business model and size tier to Detail, with overlapping property, retail, and hospitality client work.
• Herd MSL: Australian public relations and communications consultancy within the MSL global network. Comparable to Detail on PR-led service mix and enterprise client work, though typically larger in scale.
• Sequel PR: Australian public relations agency offering integrated communications, influencer engagement, and event activations. Comparable to Detail in scope of services and mid-sized agency positioning, with overlapping hospitality and lifestyle client verticals.

Broad incumbents

• Ogilvy Australia: Global creative and PR network's Australian operation offering integrated advertising, PR, and digital services. Competes for the same enterprise brand work as Detail but at vastly larger scale and with broader geographic reach.
• Bastion Agencies: Larger Australian independent marketing and communications network offering advertising, PR, digital, and content. Comparable in service breadth but at meaningfully greater scale than Detail's boutique operation.
• Havas Australia: Global communications group's Australian arm providing advertising, media, PR, and digital services. Comparable on integrated communications delivery but operates at network scale versus Detail's boutique model.

Others

• Spaceagency: Award-winning Australian architecture and design practice identified in Detail's partnership data as a co-collaborator on the Royal George Hotel heritage project. Adjacent ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/detailmc
• Xx.com/detail_perth
• Facebookfacebook.com/detailmarketingcommunications
• LinkedInlinkedin.com/company/detail-marketing-communications

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DETAIL