The Media Lab

What The Media Lab does

The Media Lab is Wellington's largest independent media agency, founded in November 2016 by Antony Young and Matt McNeil. The firm provides full-service media planning and buying, digital marketing, marketing communications strategy, audience analysis, digital tracking, social media management and content development for a primarily New Zealand-based client base spanning SMEs, government agencies via the All-of-Government advertising panel, food and beverage brands, B2B companies, and organisations targeting youth and Māori/Pacific audiences.

The agency's operating technology combines a Social Media Management System covering more than 150 client accounts across Instagram, Facebook, LinkedIn, Twitter, TikTok and Snapchat with analytics, precision targeting and continuous experimentation. In July 2023 the founders launched The Digital Cafe.AI, a wholly owned sub-brand described as New Zealand's first dedicated AI advertising agency, layering generative AI (comparable in description to ChatGPT and Mid Journey) and machine-learning media buying on top of programmatic infrastructure for SME clients.

The business monetises through agency fees and media commissions on media planning and buying engagements, plus professional-services fees for digital marketing, social media management and strategic consulting. Distribution is direct-to-client, driven by senior-founder-led sales with business owners, sales directors and CEOs, supported by referrals from NZ independent creative agencies and structured partnerships (notably the Puhimoana Ariki Collective for Māori and Pacific audience work and the Victoria University of Wellington paid internship pipeline). Pricing is not publicly disclosed and is quote-based.

Name

The Media Lab

Legal name

The Media Lab

Website

https://themedialab.co.nz

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The Media Lab is Wellington's largest independent media agency, providing media planning and buying, digital marketing, social media management and AI-powered advertising for SMEs, New Zealand government agencies, food and beverage brands, and B2B clients. Founded in 2016 by Antony Young and Matt McNeil, it manages 150-plus social media accounts and operates the AI sub-brand The Digital Cafe.AI.

Ownership category

akta.pro rank

Product category

Media Agency Services

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183), Public Relations Agencies (541820)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

PR, Reputation Management & Earned Media Platforms (BPAMALAO)

Keywords

• Media planning buying
• Digital marketing services
• Social media management
• Advertising agency services
• Media communications strategy

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Traditional and digital media planning and buying services for government agencies, businesses, and NGOs. Revenue generated through agency fees and media commissions.
2. Digital Marketing Services: Social media management, content development, and digital advertising services. Operates across multiple social platforms managing 150+ client accounts.
3. Marketing Communications Strategy: Strategic consulting for business and consumer insight, audience analysis, and comprehensive marketing communications planning.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

The Media Lab is Wellington's largest independent media agency providing digital marketing and advertising, media planning and buying, marketing communications strategy, audience analysis, digital tracking, data analytics, and social media management. It solves brand and business communication challenges through media science (analytics, precision targeting, experimentation) combined with creative chemistry. It manages over 150 social media accounts across major platforms, creating content hourly with real-time insight into consumer resonance, and plans unpaid media first before paid advertising. Its wholly-owned subsidiary The Digital Cafe.AI delivers AI-powered advertising, creative production, and web development for SME clients.

Product overview

The Media Lab operates as a two-brand portfolio: The Media Lab (formerly The Digital Café) is Wellington's largest independent media agency offering digital marketing, media planning and buying, marketing communications strategy, audience analysis, digital tracking, data analytics, and social media management services primarily for SMEs, government agencies, food and beverage brands, B2B companies, and organisations targeting youth and Māori/Pacific audiences. The subsidiary brand, The Digital Cafe.AI, launched in July 2023, is New Zealand's first dedicated AI advertising agency providing AI-powered digital advertising, creative production and web development services targeting SME clients, operating separately alongside the media planning and buying agency. Both brands share founders Matt McNeil and Antony Young.

Differentiator

Problem solved

Functional benefit

Brands

• The Digital Cafe.AI: New Zealand's first dedicated AI advertising agency providing AI-powered digital advertising, creative production and web development services for SMEs.

Products and services

• The Media Lab Wellington's largest independent media agency providing digital marketing and advertising, media planning and buying, marketing communications strategy, audience analysis, digital tracking, data analytics, and social media management services to businesses, government agencies, NGOs, and SMEs across New Zealand.
• The Digital Cafe.AI New Zealand's first dedicated AI advertising agency providing AI-powered digital advertising, creative production, and web development services for SME clients, offering recommendation engines, creative adaptation and personalisation, generative AI content, and machine learning media.
• Media Planning and Buying Strategic media planning and buying services across traditional and digital channels, including programmatic media platforms. Offered to government agencies, businesses, and NGOs with revenue generated through agency fees and media commissions.
• Social Media Management Management of social media accounts across Instagram, Facebook, LinkedIn, Twitter, TikTok, and Snapchat with daily content creation and real-time insight into consumer resonance and engagement patterns.
• B2B Digital Marketing Digital communications planning for B2B companies including SaaS firms, business consultants, industry bodies, architects, law firms, financial services, and the construction sector, covering discovery, planning, and execution stages.
• Food and Beverage Marketing Specialised marketing services for food producers and beverage companies, leveraging social media voice development, brand storytelling, product launches, and influencer content curation.

Quantifiable outcome

• Over 300 businesses served in 5 years
• +3 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Park Hotel WellingtonminorGTM or Marketing Partner · 24 July 2023The Digital Cafe.AI (AI subsidiary) appointed by Park Hotel Wellington to promote its opening using AI-enabled advertising systems and digital marketing.
• StoryboxcoreStrategic or Co-development Partner · 2 November 2022Partnership with Storybox for Tertiary Education Commission's Fees Free campaign. Storybox brings creative expertise while The Media Lab provides media planning and buying. Appointed to develop communication campaign for 2022/23 targeting school leavers and influencers.
• Puhimoana Ariki CollectivecoreStrategic or Co-development PartnerThree Aotearoa-owned agencies (Wawata Creative from Rotorua, Bright Sunday from South Auckland, and The Media Lab) working collectively to deliver integrated communications. First client is the National Bowel Screening Programme targeting Māori and Pacific peoples. The partnership brings together Māori and Pacific owned agencies with complementary expertise.
• Victoria University of WellingtoncoreStrategic or Co-development PartnerEstablished hands-on digital and social media student development programme with Victoria University's marketing school. Paid internships for 3rd and 4th year students. Each year takes on five marketing students for 700 hours of paid work experience. Over 30 associates have completed the programme since 2016.
• Independent Creative Agencies and ConsultanciescoreChannel Partner/ Reseller/ DistributorCollaborates with New Zealand's most creative independent agencies and consultancies. When a client needs services The Media Lab doesn't specialize in, they recommend appropriate independent partners - no clipping of the ticket or quid pro quo arrangements.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Thinkerbell: Australia- and NZ-based independent creative and media agency with a similar "measured magic" model blending analytics and creative chemistry. Comparable as an ANZ independent competing for similar SME and brand-side clients with comparable talent-led positioning.
• The Brand Agency (NZ): NZ-based independent creative and media agency headquartered in Auckland. Directly comparable as an NZ independent competing for similar brand and government briefs with a comparable size and full-service offering.

Broad incumbents

• Zenith New Zealand: Publicis-owned media agency with NZ operations. Directly comparable as a global-network media agency offering similar planning, buying and analytics services; The Media Lab co-founder Antony Young formerly led ZenithOptimedia UK, evidencing direct lineage to this network.
• Mindshare New Zealand: WPP/GroupM media agency operating in NZ. Comparable as a global holding-company competitor offering media planning and buying, with the additional relevance that Antony Young was CEO of Mindshare North America, indicating direct executive overlap and competitor positioning in NZ.
• FCB New Zealand: NZ creative and media agency within the Interpublic Group, formerly including the Clemenger BBDO network where Matt McNeil held a media director role. Comparable as an NZ full-service agency competing for similar brand and government accounts through integrated creative-media offerings.
• PHD New Zealand: Omnicom-OMG network media agency operating in NZ. Comparable as a competing media-buying and planning competitor on the same AOG panel and brand-side briefs, with access to global trading and analytics infrastructure The Media Lab does not own.
• Carat New Zealand: Dentsu-owned media agency with NZ presence. Comparable as a competing network media agency and of historical relevance because Matt McNeil rose through Carat's ranks prior to OMD Wellington, evidencing direct competitive lineage.
• MediaCom New Zealand: WPP/GroupM media agency in NZ. Directly comparable as a competitor for NZ brand and government media planning, buying and analytics work, with deeper global resources and proprietary tools.
• OMD New Zealand: NZ arm of Omnicom's OMG network and a full-service media planning and buying agency. Directly comparable as a media agency operating in the NZ market, and The Media Lab's co-founder Matt McNeil was formerly its MD, indicating direct relationship and competitive overlap on government and commercial briefs.

Emerging players

• Wawata Creative: Māori-owned creative agency based in Rotorua and a member of the Puhimoana Ariki Collective alongside The Media Lab. Comparable as an NZ indigenous-focused creative partner co-developing campaigns with The Media Lab and competing for similar government behaviour-change briefs targeting Māori and Pacific audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/themedialabnz
• Facebookfacebook.com/themedialabnz
• LinkedInlinkedin.com/company/themedialabnz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 The Media Lab