Half Dome
Half Dome is an independent, Melbourne-headquartered full-service digital media agency founded in 2017, serving enterprise and challenger-brand clients across Australia with media strategy, planning and buying, digital maturity development, performance creative production, and SEO services.
- Company typePrivate
- Founded2017
- HeadquartersCremorne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Half Dome does
Half Dome is an Australian independent, full-service digital media agency headquartered in Richmond, Melbourne, founded in 2017 by Tom Frazer (Managing Director), Joe Frazer (Co-Founder, Head of Growth), and Will Harms (Co-Founder, Head of Clients and Strategy). The agency operates from a single Melbourne office (Level 8, 459 Church St, Richmond, VIC 3121) and serves enterprise and challenger-brand clients across Australia with an integrated portfolio of services: Media Strategy, Media Planning and Buying, Digital Maturity Development, Performance Creative Production, and SEO. Its core technology stack is built around an in-house GABA media strategy process and a Digital Maturity Roadmapping workflow grounded in joint Google and Boston Consulting Group research, supplemented by industry planning tools (Roy Morgan Audience Planner, Nielsen CMV, Nielsen Commspoint, WARC) and an Agile Experimentation Framework. Performance creative production is co-located with media traders, and an embedded SEO team is integrated directly into client teams.
The agency's go-to-market is enterprise field sales plus pitch-driven new business, supported by content-led marketing (a 'Words' blog, organic LinkedIn/Instagram/X presence, newsletter, sustained trade PR in AdNews, Mumbrella, B&T, Mediaweek, Mi3, Campaign Brief, and AFR) and active participation in industry events (Nine Upfront, YouTube Brandcast, Foxtel Upfronts, TikTok #ForYouSummit, Mediaweek Academy). The revenue model is professional services and managed services: Half Dome generates agency fees and commissions on media spend via negotiated, engagement-based pricing per client, with no public pricing. In August 2021 the agency acquired Melbourne indie Consumedia, expanding into integrated offline media and adding enterprise clients including Maurice Blackburn and PointsBet; in December 2023 it launched a refreshed 'Whole Potential' brand positioning after a nine-month rebrand led by By All Means, Untangld, and Straight Out Digital. Customer concentration is moderate across an 18+ logo list spanning retail, FMCG, insurance, telecommunications, energy, sports betting, home services, and non-profit, with documented multi-year relationships including The Good Guys, PointsBet, Frank Health Insurance, NBN, ABN Group, and Moonpig.
Half Dome firmographics
Firmographics- Name
- Half Dome
- Legal name
- Half Dome
- Website
- https://halfdome.com.au
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Half Dome is an independent, Melbourne-headquartered full-service digital media agency founded in 2017, serving enterprise and challenger-brand clients across Australia with media strategy, planning and buying, digital maturity development, performance creative production, and SEO services.
- Ownership category
- akta.pro rank
Half Dome industry classification
Industry- Product category
- Media Agency Services
- akta.pro primary industry
- Full-Service Media Planning & Buying (MPAAABAA)
- akta.pro secondary industry
- Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)
Keywords
Where Half Dome is headquartered
LocationHeadquarters
- HQ city
- Cremorne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Half Dome business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Full-Service Media Agency Fees: Full-service media agency offering (Media Strategy, Media Planning and Buying, Digital Maturity Development, Performance Creative Production, SEO) delivered to brand clients in Australia, generating revenue through agency fees/commissions on media spend.
- Integrated Online and Offline Media Solutions: Following the 2021 acquisition of Consumedia, expanded revenue base into integrated offline media buying/planning solutions, complementing the digital-first core offering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | — | Custom engagement-based pricing for full-service media work |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels9 records
Half Dome product offering
Product offeringCore offering
Half Dome is an Australian independent full-service media agency that delivers Media Strategy, Media Planning and Buying, Digital Maturity Development, Performance Creative Production, and SEO services to enterprise and challenger brand clients. Its offering is built around an in-house GABA media strategy process and a Digital Maturity Roadmapping framework grounded in Google and Boston Consulting Group research, with media and creative teams co-located and embedded within client teams.
Product overview
Half Dome is an Australian independent media agency that delivers its offering as an integrated service portfolio rather than a single product or platform. The portfolio centers on Media Strategy and Media Planning and Buying as the core, complemented by Digital Maturity Development (built around the Google/BCG Digital Maturity Benchmark), Performance Creative Production, and SEO. This modular set of services supports Half Dome's 'Whole Potential' positioning (introduced with the December 2023 rebrand) and is delivered with access to industry tools including Roy Morgan Audience Planner, Nielsen CMV, Nielsen Commspoint, and WARC.
Differentiator
Problem solved
Functional benefit
Products and services
- Media Strategy
- Media Planning and Buying
- Digital Maturity Development
- Performance Creative Production
Quantifiable outcome
- 27% increase in brand awareness for PointsBet (YouTube campaign)
- +4 more outcomes
Companies that use Half Dome
Customer profileNamed customers20 records
Segments3 records
Ideal customer profiles2 records
Half Dome technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Half Dome partnerships and signals
Strategic signalPartnerships
13 partnerships are on record.
- By All MeansCreative agency partner that led Half Dome's nine-month 'Whole Potential' rebrand, working alongside Untangld and Straight Out Digital to deliver the new brand identity, positioning and campaign for Half Dome.
- UntangldBrand strategy / design partner engaged with By All Means and Straight Out Digital on the nine-month 'Whole Potential' rebrand and new positioning for Half Dome.
- Straight Out DigitalDigital partner involved in the nine-month 'Whole Potential' rebrand and also the builder/operator of the Half Dome website (referenced as 'Site by SOD').
- ConsumediaHalf Dome acquired independent media agency Consumedia in August 2021 to expand its service offerings and work with enterprise clients across Australia. Consumedia's founder, Michael Harms, joined Half Dome as a board member, strengthening the combined group's position as a leading media agency in Melbourne. Key clients brought into scope include Maurice Blackburn and PointsBet.
- Roy MorganAccess to Roy Morgan Audience Planner as one of the industry planning tools Half Dome uses within its media strategy and planning workflow, alongside Nielsen CMV, Nielsen Commspoint and WARC.
- NielsenAccess to Nielsen CMV and Nielsen Commspoint as part of the industry planning toolkit used by Half Dome's planners and activation teams.
- WARCAccess to WARC as part of the industry planning toolkit available to Half Dome's media strategists and planners.
- GoogleHalf Dome is a Google Premier Partner, with access to the Google Digital Maturity Benchmark (jointly developed with Boston Consulting Group) and the Google Ads stack. Won the 2022 Google Premier Partner Awards Brand Awareness Winner (Australia) for the PointsBet YouTube campaign.
- Boston Consulting Group (BCG)Half Dome's Digital Maturity Roadmapping workflow is built around joint Google and Boston Consulting Group research, and is offered to clients to help them unlock new capabilities around first-party data, measurement and technology stack optimisation.
- IMAA - Independent Media Agencies AustraliaHalf Dome is an active member of the IMAA, the industry body representing independent media agencies in Australia, contributing leadership for judging and recognition programs and benefiting from collective industry advocacy.
- Leo Burnett AustraliaCreative agency partner working alongside Half Dome on the Vitasoy Australia full-service media engagement, with The Pistol also involved.
- The PistolCreative partner working with Half Dome and Leo Burnett Australia on the Vitasoy Australia full-service media engagement.
- MOODTea supplier to the Half Dome office, referenced as part of the Half Dome 'MOOD village' participation in R U OK? Day, supporting office culture and wellbeing initiatives.
Scale indicators8 records
Recent moves7 records
Expansion highlights4 records
Half Dome competitors and assessment
Company assessmentDirect peers
- Hatched Media: Australian independent media agency providing media planning, buying and digital strategy. Comparable to Half Dome on independent positioning and full-service media focus targeting Australian challenger and enterprise brands.
- Atomic 212°: Australian independent full-service media agency offering media strategy, planning, buying and digital services. Directly comparable to Half Dome on independent challenger positioning, full-service offering and enterprise/mid-market Australian client base.
- Bohemia Group: Australian independent media and marketing agency offering integrated media, creative and data services. Comparable to Half Dome on independent full-service model, multi-vertical client mix and Australian market focus.
- Thinkerbell: Australian independent 'measured magical' agency offering integrated media, creative and communications services. Comparable to Half Dome on indie challenger positioning, full-service offering and brand-led approach to Australian enterprise clients.
- Howatson+Co: Australian independent creative and media agency serving enterprise and challenger brands. Comparable to Half Dome on independent positioning and multi-vertical Australian client portfolio.
- BMF Advertising: Australian independent creative-led full-service agency. Comparable to Half Dome on independent challenger positioning and Australian enterprise client base, though with a stronger creative orientation versus Half Dome's media-first offering.
Broad incumbents
- Ogilvy Australia: Global creative and media agency with operations in Australia. Comparable to Half Dome on full-service offering and enterprise client base, but as a broad incumbent rather than an indie.
- Mindshare Australia: Global media agency (GroupM/WPP) with significant Australian operations. Comparable to Half Dome on media strategy, planning and buying but as a large incumbent network competing for the same enterprise briefs.
- Dentsu Australia: Global media and creative network with significant Australian operations across media, creative and CXM. Comparable to Half Dome on integrated media services and enterprise targeting but at network scale.
- Initiative (Mediabrands): Global media agency within IPG Mediabrands operating across Australia. Comparable to Half Dome on media planning/buying services but operates as a broad incumbent holding-company network rather than an indie challenger.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Half Dome social profiles
Digital presenceHalf Dome financial estimates
Financial estimateRevenue estimate
Valuation estimate
Half Dome leadership team
Management profileNumber of profiles
Profiles13 records
Half Dome subsidiaries and ownership
Company hierarchySubsidiaries1 record
Half Dome funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Half Dome M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Half Dome
What does Half Dome do?
Half Dome is an Australian independent full-service media agency that delivers Media Strategy, Media Planning and Buying, Digital Maturity Development, Performance Creative Production, and SEO services to enterprise and challenger brand clients. Its offering is built around an in-house GABA media strategy process and a Digital Maturity Roadmapping framework grounded in Google and Boston Consulting Group research, with media and creative teams co-located and embedded within client teams.
Is Half Dome a public or private company?
Half Dome is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Half Dome founded?
Half Dome was founded in 2017. It employs 11 to 50 people.
Where is Half Dome based?
Half Dome is headquartered in Cremorne, Australia, in the Oceania region.
How does Half Dome make money?
Two revenue lines are on record. Full-Service Media Agency Fees are the primary driver. The others are integrated Online and Offline Media Solutions.
Who are Half Dome's main competitors?
Direct peers on record are Hatched Media, Atomic 212°, Bohemia Group, Thinkerbell, Howatson+Co and BMF Advertising. Broad incumbents are Ogilvy Australia, Mindshare Australia, Dentsu Australia and Initiative (Mediabrands).
Does Half Dome have an API?
No public API is recorded for Half Dome.
What industry is Half Dome in?
Half Dome's product category is Media Agency Services. Its primary akta.pro industry code is MPAAABAA, Full-Service Media Planning & Buying, with a secondary code of BPAFAIAJ, Content Studio & Creative Resourcing (In-house/Embedded Teams).