Direct Response Media

What Direct Response Media does

Direct Response Media, operating as UNDIVIDED, is an Australian integrated media agency that consolidates strategy, creative, media planning and buying, and measurement within a single offering. Founded in 2024 and headquartered in South Melbourne with a regional office in Varsity Lakes, QLD, the company targets ambitious brands across healthcare, legal, financial services, fitness, retail, automotive, energy, and hospitality sectors. Named enterprise clients include Fred Hollows Foundation, Monash IVF, LHD Lawyers, OnDeck, Planet Fitness, and Athena Home Loans, alongside several SMB accounts.

The core technology is the proprietary Clarity platform, which integrates six measurement tools: Marketing Mix Modeling, attribution, incrementality testing, brand tracking, and creative effectiveness, supported by the MediaPulse in-house attribution system. The company has deployed AI and machine learning since 2021 for predictive analytics, real-time optimization, process automation, and recommendation engines, and complements this with the Unforgettable Framework, a neuroscience-backed creative methodology. There are no disclosed patents, no published research, and no third-party AI model validation.

Revenue is generated through tailored agency fees on multi-year contracts, with an outcome-based component offering a performance guarantee of 10% media ROI improvement within 20 days. The go-to-market motion is direct consultation sales (no channel intermediaries), with the website, case studies, and research content serving as primary demand generation. The company is privately held, founder-owned, with no disclosed external funding or institutional investors.

Name

Direct Response Media

Legal name

Undivided

Website

https://directresponsemedia.com.au

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

UNDIVIDED is an Australian integrated media agency combining strategy, creative, media planning and buying, and proprietary measurement (Clarity platform) under one roof, serving ambitious brands across healthcare, legal, financial services, fitness, and retail with AI-driven optimization and performance-based pricing.

Ownership category

akta.pro rank

Product category

Performance Marketing Agency

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industry

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM)

Keywords

• Performance marketing agency
• Media planning buying
• Marketing mix modeling
• Attribution analytics platform
• Digital advertising services

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Integrated Media Agency Services: Full-service agency fees covering strategy, creative, media planning/buying, and measurement services. Services are tailored to client objectives with no generic packages. The agency offers performance guarantees and pay-on-performance options.
2. Performance-Based Fees: Pay-on-performance pricing structure where the agency aligns compensation with measurable client outcomes. Offers a 10% media ROI boost guarantee within 20 days or no payment required.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Direct Response Media (operating as UNDIVIDED) is a full-service performance marketing and media agency that delivers integrated strategy, creative, media planning/buying, and measurement services to brands in Australia. Its proprietary Clarity platform combines MMM, attribution, incrementality testing, brand tracking, and creative effectiveness into a single in-house measurement stack, while the Unforgettable Framework applies neuroscience to creative development and AI/ML powers real-time optimization.

Product overview

UNDIDED operates as a full-service integrated media agency offering a unified portfolio of services: Strategy, Creative, Media, and Measurement. The core technology platform is Clarity, which integrates six measurement tools (MMM, attribution, incrementality testing, brand tracking, and creative effectiveness) under one roof. Supporting the platform is MediaPulse, the proprietary attribution system. Together, these products enable the agency to deliver integrated brand and performance marketing without the traditional gaps between strategy, creative, media buying, and measurement.

Differentiator

Problem solved

Functional benefit

Brands

• Clarity: Proprietary measurement platform delivering MMM (Marketing Mix Modeling), attribution, incrementality testing, and brand tracking — all built in-house by UNDIVIDED.

Products and services

• Clarity Platform Proprietary in-house measurement and analytics platform that integrates six tools — Marketing Mix Modeling (MMM), attribution, incrementality testing, brand tracking, and creative effectiveness — into a single stack. Sold/delivered as part of the agency's integrated Measurement service to ambitious Australian brands seeking to optimize media ROI and prove marketing effectiveness.
• MediaPulse Proprietary in-house attribution platform developed by the agency for tracking and measuring marketing performance across channels, supporting cross-channel measurement and reporting.
• Strategy Services Audience, positioning, and channel architecture strategy built on the 95/5 principle — reaching buyers ready to convert today while building memory with the long-tail audience. Delivered as a standalone consulting/strategy service to ambitious brands.
• Creative Services Creative development from brand platforms to performance assets, backed by neuroscience and behavioral science via the proprietary Unforgettable Framework, designed to be remembered and drive action. Delivered to ambitious brands seeking differentiated, evidence-based creative.
• Media Planning and Buying Services Full-service media planning and buying across every channel — TV, Radio, Digital, Social, OOH, Search, and Programmatic — integrated by design and supported by attention science, audience strategy, and AI-driven optimization with 24/7 monitoring.
• Measurement and Analytics Services End-to-end marketing effectiveness measurement delivered through the proprietary Clarity platform, covering MMM, attribution, incrementality testing, brand tracking, and creative effectiveness with AI-driven forecasting and real-time performance tuning.

Quantifiable outcome

• 50% CPA reduction for Fred Hollows Foundation
• +5 more outcomes

Named customers12 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thinkerbell: Australian integrated creative, media, and PR agency of similar boutique scale, combining strategy, creative, and earned/paid media under one roof. Highly comparable in geography, integrated-service model, and mid-market enterprise positioning.
• Brainlabs: Data-driven digital media agency built around proprietary analytics, programmatic buying, and SEO. Directly comparable on the AI/data-led media buying and measurement focus, with similar agency-plus-tech hybrid model.
• Wpromote: US-based performance marketing agency blending paid media, SEO, creative, and proprietary measurement. Comparable on data-driven full-funnel media buying with mid-market to enterprise client focus.
• PMG: Independent performance marketing agency combining media, creative, and proprietary analytics. Comparable on integrated performance delivery and enterprise client roster across categories.
• Croud: Global digital media agency operating a proprietary technology platform alongside agency services. Direct comparator on the tech-plus-agency hybrid and multi-channel performance media model.
• Jellyfish: Global digital marketing agency combining media planning/buying, creative, and proprietary analytics technology. Closely comparable in full-funnel integrated delivery and tech-enabled measurement positioning.
• Tinuiti: Independent performance marketing agency covering paid media, programmatic, and analytics with proprietary technology. Comparable on cross-channel media buying with measurement-driven optimization and enterprise client base.
• Nunn Media: Independent Australian media agency offering full-service planning and buying across channels. Comparable in geography (Australian market), independent positioning, and integrated media agency model serving enterprise brands.

Broad incumbents

• GroupM: World's largest media investment group (WPP subsidiary) operating Wavemaker, Mindshare, and Essence across all channels. Comparable offering at vastly greater scale, with overlapping media planning/buying and measurement capabilities.
• Hearts & Science: Omnicom media agency network purpose-built around data, analytics, and outcomes-based planning. Comparable on data-led, outcomes-driven media buying at much larger global scale and holding-company resource base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/DirectResponseMediaAu
• LinkedInlinkedin.com/company/direct-response-media-drm-

Revenue estimate

Valuation estimate

Number of profiles

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 Direct Response Media