What Papermill Media does

Papermill Media Pty Ltd, trading as Papermill Agency, is a Melbourne-based integrated marketing, public relations, and communications agency founded in 2010 by Ashleigh McInnes. The firm operates from a single headquarters in Prahran, Melbourne, and employs between 11 and 50 staff across disciplines including PR, social media management, content creation, copywriting, crisis communications, branding, marketing, and event management. Its client base spans property development, corporate, lifestyle, consumer, hospitality, wellness, interiors, architecture, quick-service restaurants, retail, and tourism sectors, with 80 or more named brands referenced publicly across its case study portfolio, including Gurner Group, Time & Place, Saint Haven, Chadstone, GPT, Charter Hall, JETSET Pilates, ISPT, and Schnitz.

The agency delivers work through five core service lines — PR & Communications, Marketing & Strategy, Social & Digital Media, Events & Activations, and Brand & Creative — supplemented by an Influencer & Brand Partnerships capability. It positions itself as an end-to-end integrated agency rather than a stack of point solutions. There is no proprietary technology platform, software product, or AI/ML system disclosed; the offering is human-led creative and campaign execution supported by standard marketing tooling. Documented outputs across client engagements include multi-hundred-million-reach PR campaigns, engagement rates above 4-5% on Instagram in commercial real estate, and lead generation outcomes tied to paid LinkedIn.

Commercially, Papermill is a bootstrapped, privately held Australian proprietary limited company with no external equity financing, no subsidiaries, and no mergers or acquisitions on record. Revenue is generated through professional services engagements on a project, retainer, or campaign basis at custom quotes. The go-to-market is sales-led, direct client engagement focused on Melbourne and Victoria, with national delivery capability across New South Wales and Queensland. Leadership comprises Founder and Director Ashleigh McInnes, Managing Director Sarah Young (appointed 2023), and Strategy and Operations Director Nate Richardson.

Name

Papermill Media

Legal name

Papermill Media Pty Ltd

Website

https://papermillagency.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Papermill Media is a Melbourne-based integrated marketing agency delivering PR, social media, events, brand, and digital services to property, corporate, lifestyle, and consumer brands across Australia, with 80+ named clients including Gurner Group and Time & Place.

Ownership category

akta.pro rank

Product category

Marketing & Public Relations Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (541830)

SIC

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

akta.pro primary industry

Media Relations & Press Office Services (MPAAADAI)

akta.pro secondary industries

Paid Social Media Buying (BPAFABAD), Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

Keywords

• Public relations agency
• Integrated marketing services
• Social media management
• Event management services
• Brand creative services

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Integrated Marketing Services: Papermill generates revenue through providing integrated marketing services including PR & communications, marketing strategy, social and digital media management, brand and creative development, events and activations, and influencer marketing. Services are delivered on a project, retainer, or campaign basis to property, corporate, lifestyle, and consumer brands.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Papermill Media (trading as Papermill Agency) is a full-service integrated marketing, PR, social media, events and creative agency delivering end-to-end campaigns for property, corporate, lifestyle and consumer brands. Services span five interconnected practice areas: PR & Communications, Marketing & Strategy, Social & Digital Media, Events & Activations, and Brand & Creative. The agency has operated for over 15 years from Melbourne, serving 80+ named client brands with measurable campaign outcomes across Australia.

Product overview

Papermill Agency is a full-service integrated marketing, PR, and communications agency based in Melbourne, Australia. The company operates as a single unified service offering rather than a platform-plus-modules architecture, delivering services across five interconnected practice areas: PR & Communications, Marketing & Strategy, Social & Digital Media, Events & Activations, and Brand & Creative. These services are delivered holistically to property, lifestyle, corporate, consumer, hospitality, wellness, interiors, architecture, retail, and tourism brands across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• PR & Communications End-to-end public relations services covering property PR, crisis and issues management, consumer and lifestyle PR, corporate communications, community consultation, media relations, press office functions, brand launches, and influencer and ambassador campaigns for property, corporate, lifestyle and consumer brands.
• Marketing & Strategy Strategic marketing services including marketing strategy development, brand strategy and positioning, campaign planning, website and UX design, project marketing, media buying, market insights, audience segmentation, content development, and performance analysis for property, corporate, lifestyle and consumer brands.
• Social & Digital Media Social media management and digital advertising services including social strategy, content creation, community management, paid social advertising, organic social management, SEO, SEM (Google Ads), LinkedIn marketing, display advertising, content marketing, analytics reporting and audience engagement optimisation.
• Events & Activations Event production and experiential marketing services including launch events, brand activations, brand partnerships, property events, milestone celebrations, groundbreaking ceremonies, event planning, logistics and on-site management, audience engagement, sponsorships and database acquisition.
• Brand & Creative Creative design services including brand identity development, visual storytelling, creative direction, campaign concepts, design, content production, graphic design, photography and videography, social media content creation, copywriting, brand messaging strategy, audience experience and custom publications such as branded magazines and newspapers.

Quantifiable outcome

• Social media campaigns showing engagement improvements within weeks; larger integrated campaigns delivering full impact within months
• +5 more outcomes

Named customers19 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bastion Agency: Australian integrated communications, marketing, and creative agency offering comparable full-service model across PR, digital, social, and brand work with similar enterprise client base.
• Thinkerbell: Australian full-service integrated marketing, PR, and creative agency founded in Melbourne. Highly comparable integrated model spanning PR, social, creative, and experiential with similar mid-market enterprise client focus.
• Howatson+Co: Independent Sydney-based integrated creative and PR agency with comparable size, B2B/B2C client portfolio, and integrated campaign delivery model. Direct competitor in Australian integrated agency category.
• The Marketing Room: Australian property and lifestyle marketing specialist agency. Direct competitor in property vertical with overlapping developer and lifestyle brand clients and similar integrated service offering.
• Tailor Made Media: Australian boutique PR and communications agency with comparable integrated offerings across media relations, influencer, and brand campaigns. Overlaps directly with Papermill's PR & Communications practice.
• Launch Group: Australian property-focused marketing and communications agency serving developers, REITs, and architects. Closest direct competitor within Papermill's specialty property PR vertical.

Emerging players

• Affirm Agency: Australian emerging integrated communications and creative agency. Similar boutique positioning but with less tenure and narrower client roster than Papermill's 15-year track record.

Broad incumbents

• Ogilvy PR Australia: Australia office of Ogilvy's global PR and integrated marketing network. Competes for integrated B2B/B2C marketing and PR briefs but operates at significantly greater scale across global offices.
• Edelman Australia: Australia office of global PR holding company Edelman. Competes for the same enterprise PR and corporate communications mandates but operates as part of a much larger global network with broader capabilities.
• Havas Australia: Australian arm of global Havas Creative Network offering integrated PR, advertising, and digital services. Competes for similar enterprise client mandates as part of a broader multinational holding company portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/papermill-media
• Instagraminstagram.com/papermillagency

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Papermill Media