100% Digital

What 100% Digital does

100% Digital is an independently owned Australian digital media agency founded circa 2010 by co-founders Calvin Pinnegar and Ben Mulcahy, headquartered at 1/207 Oxford Street, Darlinghurst, Sydney with additional offices in Melbourne, Manila, and London. The firm operates as a full-service agency offering managed services across programmatic media buying (display, video, audio, BVOD, pDOOH), Google Ads search, paid social (Meta, LinkedIn, TikTok, Pinterest, Snapchat, YouTube), SEO, email marketing, affiliate, influencer, traditional media (TV, radio, OOH, print), Shopify and WordPress builds, analytics and reporting, digital creative, and consultative digital strategy. Primary customer segments are ecommerce brands and service-based businesses, with retail brands and B2B companies as secondary targets.

The company's core technology asset is BidbrainAI, a proprietary SaaS platform launched in 2023 that connects to client advertising accounts on Google Ads, Microsoft Advertising, and Meta Ads, ingesting campaign and performance data to recommend or automate bid, budget, and targeting adjustments through machine learning. Complementing this is an AI Automation Services offering that deploys workflow agents for agency-side task automation across CRM (HubSpot, Salesforce), email (Klaviyo, Mailchimp, ActiveCampaign), project management, and analytics platforms (GA4, Looker Studio). The agency maintains integrations with more than 20 marketing and advertising platforms and holds Google Partner, Meta Partner, and IMAA (Independent Media Agencies of Australia) credentials.

Commercially, 100% Digital generates revenue primarily through managed-service fees across campaign management, media buying, and consulting engagements, supplemented by BidbrainAI subscription revenue. Pricing is hybrid: fixed monthly fees for clients with predictable spend, usage-based PPC pricing where clients pay per click, and complimentary 'Free Review' lead magnets (worth over $2,500) used to acquire mid-market accounts. Customer acquisition is sales-led via website contact forms, brief submissions, free-review requests, and consultation calls, with co-founders directly engaged in client relationships. The agency is privately held with no outside investors and is a member of the IMAA.

Name

100% Digital

Legal name

100% Digital

Website

https://100.digital

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

100% Digital is an independently owned Australian digital media agency offering full-funnel managed services across programmatic, search, social, SEO, email, affiliate, and traditional media, supported by its proprietary BidbrainAI bid-optimization SaaS platform, primarily serving ecommerce and service-based businesses across Australia, the UK, and Asia-Pacific.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Paid Social Media Buying (BPAFABAD), Paid Social Advertising (BPAFACAB)

Keywords

• Digital media agency
• Programmatic advertising
• Paid search management
• Paid social advertising
• Marketing analytics services

Headquarters

HQ city

Darlinghurst

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Marketing Services: Managed service offering across programmatic media buying, Google Ads, paid social, SEO, email marketing, affiliate marketing, Shopify development, WordPress websites, influencer marketing, and analytics. Revenue generated through service fees for campaign management, media buying, and consulting engagements.
2. BidbrainAI Platform: SaaS platform subscription for advertising bid-optimisation. Customers subscribe to access the BidbrainAI platform which connects to their advertising accounts and provides optimisation recommendations and automation.
3. Consultative Digital Strategy Services: Strategic consulting engagements including digital ecosystem audits, GA4 data reviews, Google Ads account consultations, and AI & automation recommendations delivered as projects or ongoing retainers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

100% Digital is an independently owned Australian digital media agency that plans, buys, and optimises advertising campaigns for businesses across programmatic, Google Ads, paid social, SEO, email, affiliate, influencer, and traditional media channels, supported by Shopify and WordPress website builds and analytics services. Its flagship proprietary technology is BidbrainAI, an AI-powered advertising bid-optimization SaaS platform that connects to Google Ads, Microsoft Advertising, and Meta Ads to recommend or automate bid, budget, and targeting adjustments.

Product overview

100% Digital is an independently owned Australian digital media agency offering a portfolio of interconnected digital marketing services. The core offering consists of BidbrainAI, an AI-powered advertising bid-optimization SaaS platform, supported by a full suite of channel services including Programmatic Media Buying (encompassing display, video, audio, BVOD, and pDOOH), Google Ads Search, Paid Social, SEO, Email Marketing, Affiliate Marketing, Influencer Marketing, and Traditional Media Buying. Complementary service modules include Shopify and WordPress website builds, Analytics Tagging and Reporting, Consultative Digital Strategy, AI Automation Services, and Digital Creative production. These services share data and workflows across platforms—BidbrainAI connects to Google Ads, Microsoft Advertising, and Meta Ads for automated optimization, while analytics and reporting integrates with GA4, Looker Studio, HubSpot, and Salesforce. The offering is delivered as a managed service with strategy, execution, and optimization across both digital and traditional channels.

Differentiator

Problem solved

Functional benefit

Brands

• BidbrainAI: An advertising bid-optimisation platform using analytics and AI to help advertisers optimise their digital advertising campaigns across platforms such as Google Ads, Microsoft Advertising, and Meta Ads.

Products and services

• BidbrainAI
• Programmatic Media Buying

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration23 records

AI capability8 records

Feature4 records

Partnerships

15 partnerships are on record, tiered core and supporting.

• GooglecoreTechnology or IntegrationCertified Google Partner with access to Google Ads platform, Google Analytics, and Google marketing technologies. Enables agency to manage client advertising accounts and access platform features.
• MetacoreTechnology or IntegrationCertified Meta Partner for Facebook and Instagram advertising. Agency manages Meta advertising accounts and campaigns for clients.
• KlaviyosupportingTechnology or IntegrationEmail marketing platform integration. Agency manages email campaigns and automation flows using Klaviyo for client email marketing.
• ShopifycoreTechnology or IntegrationExpert Shopify builds and support for ecommerce brands. Agency offers Shopify store development, migration, and ongoing support services.
• Commission FactorysupportingChannel Partner/ Reseller/ DistributorAffiliate marketing network partner for managing affiliate programs and partnerships.
• AwinsupportingChannel Partner/ Reseller/ DistributorAffiliate marketing network partner for affiliate program management and publisher partnerships.
• RakutensupportingChannel Partner/ Reseller/ DistributorAffiliate marketing network partner for managing affiliate advertising partnerships.
• QMS MediasupportingChannel Partner/ Reseller/ DistributorDOOH media owner partner for programmatic digital out-of-home advertising placements across billboards and digital signage.
• JCDecauxsupportingChannel Partner/ Reseller/ DistributorDOOH media owner partner for programmatic out-of-home advertising across urban digital displays and transit advertising.
• Scentre GroupsupportingChannel Partner/ Reseller/ DistributorRetail media network partner for in-store digital screen advertising at Westfield shopping centres.
• VicinitysupportingChannel Partner/ Reseller/ DistributorRetail media network partner for in-store digital advertising across Australian shopping precincts.
• PartnerizesupportingChannel Partner/ Reseller/ DistributorPartnership automation platform for managing influencer, affiliate, and partnership marketing programs.
• ImpactsupportingChannel Partner/ Reseller/ DistributorPartnership relationship management platform for automating partnership contracts, payments, and performance tracking.
• Creative Agency PartnerssupportingStrategic or Co-development PartnerCreative agency partners who create ad assets for digital campaigns. Three packages offered: Basic, Intermediate, and Premium creative development.
• IAB AustraliasupportingOthersIndustry association membership demonstrating commitment to digital advertising standards and industry best practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• GroupM: World's largest media investment group (WPP) housing agencies including Mindshare, Wavemaker, EssenceMediacom, and GroupM Nexus. Overlaps across all of 100% Digital's channel capabilities but at vastly greater scale within a holding company structure.
• Wavemaker: WPP/GroupM media agency with strong Australia presence offering integrated media planning, programmatic, and content. Comparable channel mix but operating at larger scale with GroupM resources.
• Dentsu: Global advertising holding company with media agencies (Dentsu X, iProspect, Carat) offering overlapping programmatic, paid search, and paid social services. Represents the holding-company competitive alternative to independent positioning.

Direct peers

• Croud: Global digital performance agency operating a proprietary tech platform (Croud Control) for campaign optimisation across Google, Meta, and programmatic. Directly comparable to 100% Digital's combination of managed services plus proprietary BidbrainAI technology.
• Reprise Digital: IPG Mediabrands' global performance marketing agency specialising in paid search, paid social, programmatic, and SEO. Comparable digital performance focus though operating within a holding-company structure.
• Avenue Digital: Australian independent digital and media agency offering programmatic, paid search, social, and creative. Direct domestic competitor targeting similar mid-market and ecommerce clients with independent positioning.
• e-Media: Australian independent digital media agency offering programmatic, paid search, social, and analytics. Independent IMAA-aligned competitor operating in the same Australian mid-market segment.
• Jellyfish: Global digital marketing agency (part of The Brandtech Group) offering media planning, paid search, programmatic, social, SEO, and analytics. Comparable full-funnel digital offering with technology platform integration.
• Brainlabs: Independently owned digital media agency with proprietary programmatic and analytics technology (Brainlabz), offering paid search, paid social, programmatic, and SEO. Closest peer in terms of independent ownership, tech-enabled service model, and channel mix.

Regional players

• Thinkerbell: Australian-founded independent agency with media, creative, and PR capabilities. Comparable independent ownership and channel breadth though with stronger creative and earned-media emphasis than 100% Digital's performance focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61576104040325
• LinkedInlinkedin.com/company/100percentdigital
• Instagraminstagram.com/100_percent_digital

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 100% Digital