What Lassoo does

Lassoo is a fully independent, full-service media and public relations agency headquartered in Tāmaki Makaurau (Auckland), New Zealand. Founded around 2000 and operating for more than two decades, the firm is structured around three integrated specialist practices — Media (offline and online planning and buying), PR & Social, and Consult (data and technology services including econometric modelling, customer lifetime value analytics, predictive modelling, and dashboard design). Rather than operating these practices as separate profit centers, Lassoo positions them within a single orchestrated structure where strategists, planners, data scientists, and creative teams work in close proximity.

The agency's core technology stack combines conventional media planning and buying with a subscription to the Amplified Intelligence platform, which enables media planning based on measured human attention rather than reach alone. Lassoo publicly commits to full investment transparency — no hidden costs, markups, or grey areas in media investment — and claims to deliver media value consistently above industry averages. The Consult practice extends the offering into business-impact analytics, targeting organisations that have abundant data but lack decision systems that change behaviour.

Lassoo's business model blends subscription/recurring retainers across media planning/buying and PR & Social engagements with professional-services billing for Consult work. The go-to-market motion is sales-led and direct-to-client, targeting enterprise customers in New Zealand. The firm is privately held with no disclosed investors, and the only named customer visible in source material is Gull New Zealand, an enterprise retail/fuel client.

Name

Lassoo

Legal name

Lassoo

Website

https://lassoo.co.nz

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Lassoo is an independent, full-service media, PR & Social, and data consulting agency based in Auckland, New Zealand, serving primarily enterprise clients in the New Zealand market through integrated planning, buying, and analytics practices.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

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

Revenue model

1. Media Planning & Buying: Full-service media planning and buying across offline and online channels, with human attention-based approach rather than reach-only planning.
2. PR & Social Services: PR and social media services starting with genuine human engagement and understanding of client and customer sentiment.
3. Consulting Services: Data and technology consulting including econometric modelling, customer lifetime value analytics, predictive modelling, and dashboard design oriented toward business impact.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Lassoo is a fully independent, full-service agency operating three integrated specialist practices for New Zealand-based clients: (1) a Media Practice that plans and buys offline and online media based on actual human attention via the Amplified Intelligence platform; (2) Lassoo Consult, providing data and technology services such as econometric modelling, customer lifetime value analytics, predictive modelling, and dashboard design; and (3) a PR & Social Practice delivering public relations and social media services grounded in human understanding of how clients and customers think and feel. The three practices operate within a single orchestrated structure rather than as separate profit centres, enabling cross-disciplinary insights.

Product overview

Lassoo is a fully independent, full-service media and PR agency based in Tāmaki Makaurau (Auckland), New Zealand, operating across media (offline and online), PR, and Social. The agency comprises three integrated specialist practices—Media, Consult, and PR & Social—that do not operate as separate profit centres competing for budget. Instead, they sit inside a single orchestrated structure where strategists, planners, data scientists, and creative thinkers work in genuine proximity to each other. The three practices are: (1) Media Practice for offline and online media planning and buying with human attention measurement, (2) Lassoo Consult for data analytics, econometric modelling, and predictive analytics, and (3) PR & Social Practice for PR and social media services. The agency emphasizes transparency, full investment transparency with no hidden costs or markups, and a commitment to planning for impact rather than reach.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Practice Offline and online media planning and buying for clients in New Zealand, with a commitment to planning for impact based on actual human attention (via Amplified Intelligence) rather than reach-only metrics, supported by full investment transparency with no hidden costs or markups.
• Lassoo Consult Data and technology consulting service that helps organisations decide what is worth measuring by applying econometric modelling, customer lifetime value analytics, predictive modelling, and dashboard design, oriented toward understanding what changes business outcomes.
• PR & Social Practice Public relations and social media services that start with genuine human engagement and an understanding of how clients and customers think and feel about brands, products, and cultural moments, producing strategies people actually want to engage with rather than content that merely exists.

Quantifiable outcome

• Media value consistently delivered above industry averages

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

One partnership is on record.

• Amplified IntelligencecoreTechnology or IntegrationLassoo is one of only a handful of New Zealand agencies subscribing to the Amplified Intelligence platform. This enables planning and buying media based on actual human attention rather than just reach metrics, providing a significant differentiation in media planning capabilities.

Scale indicators2 records

Expansion highlights3 records

Broad incumbents

• Dentsu New Zealand: Major global advertising and media services group operating broadly across creative, media, CXM, and technology in NZ. Larger and broader than Lassoo but competes in the same enterprise procurement processes.

Direct peers

• Special Group: Award-winning independent creative and media agency with NZ presence. Comparable to Lassoo as another independent alternative to network agencies competing for the same NZ enterprise work.
• Saatchi & Saatchi New Zealand: Publicis-owned NZ creative and media agency serving enterprise clients with integrated campaigns. Directly comparable in service mix and target market to Lassoo.
• FCB New Zealand: IPG-affiliated NZ full-service agency offering creative, media, and digital services. Direct competitor in the NZ integrated agency market.
• DDB New Zealand: Major network-affiliated NZ advertising agency offering creative, media, and digital services. Competes with Lassoo for integrated communications mandates from NZ-based enterprise clients.
• TBWA New Zealand: Omnicom-owned NZ agency with strong creative reputation and media capabilities. Competes for the same integrated communications briefs that Lassoo pursues.
• Ogilvy New Zealand: Network agency providing advertising, PR, social, and consulting services in NZ. Overlaps directly with Lassoo's three-practice structure but with global network resources and international reach.
• Colenso BBDO: One of New Zealand's most awarded full-service creative/advertising agencies, operating across brand, media, and digital. Direct competitor for the same NZ enterprise marketing budgets that Lassoo targets.
• PHD New Zealand: Global media buying and planning network with NZ presence. Closely comparable to Lassoo's Media practice, especially on data-driven planning, but lacks the integrated PR/social layer.
• Mango Communications: Independent NZ PR and communications agency. Directly comparable to Lassoo's PR & Social practice and a credible competitor for NZ PR-led briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lassoomediapr

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 Lassoo