Backchat Media

What Backchat Media does

Backchat Media is a boutique digital consultancy founded in 2015 in Auckland, New Zealand, by Mel Lee, providing four integrated service lines to large enterprises: Digital Strategy, Performance Media (omni-channel media buying), Digital Risk Management (including 24/7 moderation and crisis response), and Analytics and Reporting. The firm positions itself as a specialist strategic advisor to ASX- and NZX-listed organisations across New Zealand and Australia, supported by a documented track record with major media, sports, and consumer brands including Optus Sport, Seven West Media, NBC Universal (Real Housewives of Auckland), Les Mills International, Southern Cross Austereo, Meridian Energy, ECOYA, and Hubbards. Its go-to-market is sales-led and project-based, with engagements spanning digital strategy roadmaps, paid social and content campaigns, influencer programmes, and 24/7 resourcing for live events such as the Australian Open, Melbourne Cup Carnival, and EURO2020. A 2021 Sportspro OTT Social Media Award for Optus Sport provides the principal third-party credential. In March 2026, Backchat Media was acquired by Meliora Company, an AI-focused advisory, ventures and creative services firm with hubs in Sydney, Los Angeles, London, and Auckland; founder Mel Lee joined Meliora as an equity partner, and Backchat's capabilities now sit within Meliora's Asia-Pacific network rather than operating as an independent entity.

Name

Backchat Media

Legal name

Backchat Media

Website

https://backchatmedia.com

Company type

Private

Founded year

2015

Operating status

Acquired

Headcount range

1–10 employees

Short description

Backchat Media is a boutique Auckland-based digital consultancy serving large ASX and NZX enterprises with digital strategy, omni-channel performance media, digital risk and crisis management, and analytics services. Founded 2015 and acquired by Meliora in March 2026.

Ownership category

akta.pro rank

Headquarters

HQ city

Tauranga

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Strategic Digital Consulting: Professional services engagement model providing strategic digital consulting for large organisations, including digital strategy roadmaps, performance media planning, and ongoing advisory services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Backchat Media is a boutique digital consultancy providing strategic digital consulting for large organisations across New Zealand and Australia. Its core offering spans Digital Strategy roadmaps, Performance Media (omni-channel media buying advisory), Digital Risk Management with 24/7 crisis moderation, and Analytics and Reporting. Services are delivered as project-based consulting engagements and advisory relationships for predominantly ASX and NZX listed enterprises.

Product overview

Backchat Media is a single-service digital consultancy offering four integrated service lines: Digital Strategy, Performance Media, Digital Risk Management, and Analytics and Reporting. Rather than a platform product with modules, it provides specialised strategic consulting for large organisations, predominantly ASX and NZX listed businesses, helping them achieve growth through digital channels. The company operates as a unified service offering where these capabilities work together to deliver comprehensive digital consulting.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Strategy Strategic digital consulting service that develops unique, research-backed roadmaps for large brands (predominantly ASX & NZX listed businesses) to achieve growth through digital channels. Designed for marketing and brand leaders who need senior strategic guidance beyond in-house capability.
• Performance Media Omni-channel media buying service that builds plans designed to deliver against growth objectives. The team advises some of NZ and AU's largest media agencies on their digital media buying on behalf of clients to ensure optimal results. For enterprise brands running significant digital media spend.
• Digital Risk Management Risk and crisis management consulting for digital and social platforms, combining risk consulting with 24/7 moderation support as a second line of defence for brands. Targets large organisations exposed to reputational, event-driven and live social media risk.
• Analytics and Reporting Data-driven analytics and reporting service that uses client data to optimise digital activity and provides detailed reporting to help clients understand and improve their digital performance. Supports enterprise clients running multi-channel digital campaigns.

Quantifiable outcome

• Reached 3 million people in 7 days for Melbourne Cup Carnival coverage
• +3 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Seven West MediacoreStrategic or Co-development PartnerBackchat Media worked closely with Seven West Media digital team to build and execute social media amplification and marketing for all 7Tennis properties, including Australian Open coverage with 24/7 resourcing for content production and real-time engagement.
• Universal McCannminorStrategic or Co-development PartnerCollaboration partner for Optus Sport account working on media buying and campaign execution.
• SwitchminorStrategic or Co-development PartnerCreative agency collaboration for ECOYA 'The Perfect Gift' Christmas campaign.
• HunterminorStrategic or Co-development PartnerCreative agency partner for Hubbards campaigns including #MyPerfectMuesli and #MyOutwardBound.
• MediaWorks NZminorStrategic or Co-development PartnerPartnership with MediaWorks NZ and NBC Universal for Bravo New Zealand social media strategy and execution.
• Matchbox PicturesminorStrategic or Co-development PartnerProduction partner for The Real Housewives of Auckland social media campaign.
• Acumen PRminorStrategic or Co-development PartnerPR agency collaboration for Real Housewives of Auckland premiere and ongoing communications.
• The Public GoodminorStrategic or Co-development PartnerAgency partner for Real Housewives of Auckland social media campaign execution.
• Southern Cross AustereominorStrategic or Co-development PartnerPartnership with Southern Cross Austereo as liaison between SCA and Victoria Racing Club for Melbourne Cup Carnival 2015 digital execution across Hit & Triple M networks.
• Victoria Racing ClubminorStrategic or Co-development PartnerClient partner for Melbourne Cup Carnival 2015 digital and social media coverage.
• MelioracoreStrategic or Co-development PartnerMeliora acquired Backchat Media in March 2026. Founder Mel Lee joins Meliora as equity partner. The acquisition establishes Meliora's New Zealand presence and adds Backchat's digital performance expertise and AI-focused capabilities to its regional offering.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• dentsu Australia: Major global media and digital services group with ANZ operations covering media buying, analytics, and content — competes for the same ASX/NZX enterprise briefs as Backchat.
• WPP ANZ: World's largest advertising holding company with extensive ANZ operations spanning creative, media, content, and analytics — large-scale incumbent competing for the same enterprise clients.
• The Monkeys (part of Accenture Song): ANZ creative and digital agency within Accenture Song offering strategy, content, and media services to enterprise — comparable service scope but with global holding-company scale.
• Ogilvy Australia: Global creative and media network with strong ANZ presence, offering digital strategy, performance media, content, and analytics at much greater scale — overlaps materially with Backchat's offerings for large enterprise clients.
• Publicis Groupe ANZ: Global advertising and digital services holding company with deep ANZ presence across creative, media, and data — broad incumbent competitor for enterprise digital mandates.

Direct peers

• Colenso BBDO: Award-winning New Zealand creative and digital agency working with major local brands across advertising, content, and social — a strong direct peer in ANZ enterprise creative work.
• DDB New Zealand: New Zealand arm of the DDB network providing creative, digital strategy, and media services to enterprise clients — comparable service mix and customer segment.
• Special Group: ANZ-headquartered independent creative and digital agency serving large brands across strategy, content, and media — directly comparable boutique peer targeting similar enterprise customers.
• FCB New Zealand: Full-service advertising agency in New Zealand offering creative, media, digital and analytics — directly comparable in service scope and ANZ enterprise client base.
• Thinkerbell: Australia and New Zealand-based independent creative and media agency offering strategy, content, and performance marketing to enterprise brands — closely comparable in size, regional footprint, and service mix to Backchat Media.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/backchatmedia

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 Backchat Media