Undivided

What Undivided does

Undivided is an Australian integrated media agency founded in 2013 (as Direct Response Media, rebranded to Undivided in 2024) that delivers strategy, creative development, media planning and buying, and proprietary measurement under a single engagement model. The agency serves enterprise and mid-market brands across verticals including fitness, fintech, healthcare, legal, retail, energy, automotive, and the nonprofit sector, primarily in Australia and New Zealand, with dual offices in South Melbourne (VIC) and Varsity Lakes (QLD) and a team of approximately 25 staff led by founder and CEO Jonathan Rolley.

The company's core technology is the proprietary Clarity platform, which bundles six measurement tools — Accelerated MMM, mediaPULSE Attribution, Incrementality Testing, Brand Tracking, Brand Equation, and Creative Effectiveness — into a single integrated stack designed to link marketing activity to revenue with weekly, CFO-ready reporting rather than quarterly reviews. mediaPULSE provides second-by-second attribution across TV, radio, OOH, and digital channels and is reportedly used by 200+ brands. Creative development is informed by neuroscience through the Unforgettable Framework (12 principles) and the MEMORY program, which analyze memory encoding and attention metrics. AI and machine learning have been integrated into the platform since 2021, accelerating MMM computation, enabling real-time tuning, and powering anomaly detection and generative ad-copy assistance.

Undivided generates revenue through three streams: professional service fees for media planning and buying, recurring subscriptions tied to the Clarity measurement platform, and an outcome-based performance guarantee that promises a 10% media ROI lift within 20 days (or no payment). The go-to-market is a direct enterprise sales motion with custom, quote-based, multi-year engagements anchored by named enterprise logos such as Planet Fitness, OnDeck, Athena, Monash IVF, LHD Lawyers, and the Fred Hollows Foundation. The firm is privately held, bootstrapped, and founder-controlled, with no disclosed outside capital.

Name

Undivided

Legal name

Undivided

Website

https://undivided.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Undivided is an Australian integrated media agency combining strategy, creative, media planning, and proprietary measurement (Clarity platform) under one roof to deliver performance-marketing and neuroscience-backed campaigns for enterprise and mid-market brands across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Digital Marketing Agency

NAICS

Advertising Agencies (541810), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Media planning and buying
• Marketing measurement analytics
• Creative neuroscience advertising
• Integrated digital marketing agency
• Marketing mix modeling

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Full-service media planning and buying across every channel including TV, Radio, Digital, Social, OOH, Search, and Programmatic. Revenue generated through media buying fees, management fees, and performance-based arrangements.
2. Measurement and Analytics Services: Proprietary Clarity platform delivering MMM, attribution, incrementality testing, and brand tracking. Integrated measurement services that command premium pricing due to proprietary technology advantage.
3. Performance Guarantee Program: 10% media ROI boost in 20 days guarantee, with pay-on-performance options. This aligns incentives and provides risk mitigation for clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Undivided is an integrated media agency offering full-service strategy, creative development, media planning and buying across TV, radio, digital, social, OOH, search and programmatic, combined with proprietary measurement through the Clarity platform (MMM, attribution, incrementality, brand tracking) and neuroscience-backed creative via the Unforgettable Framework. The agency sells engagements to ambitious brands and ties delivery to a 10% media ROI performance guarantee within 20 days.

Product overview

Undivided is an integrated media agency that offers a unified platform combining strategy, creative, media, and measurement services. The core product is the proprietary Clarity Platform, which unifies six measurement tools: Accelerated MMM, MediaPulse Attribution, Incrementality Testing, Brand Tracking, Brand Equation, and Creative Effectiveness. The agency's media services span TV & Video (Linear TV, DRTV, Online Video, Streaming/CTV), Programmatic (Display, DOOH, Audio), Search (Paid Search, SEO, Shopping), Social (Paid Social, Social Commerce, Influencer), and Audio (Radio, Podcast, Digital Audio). These are supported by neuroscience-backed methodologies including the Unforgettable Framework and MEMORY Program for creative development, all powered by AI integration since 2021. The agency offers a 10% ROI guarantee within 20 days for qualifying brands.

Differentiator

Problem solved

Functional benefit

Brands

• Clarity: Proprietary measurement platform featuring Accelerated MMM, MediaPulse Attribution, Incrementality Testing, Brand Tracking, Brand Equation, and Creative Effectiveness tools
• mediaPULSE
• Unforgettable Framework

Products and services

• Clarity Platform Proprietary unified measurement and analytics platform combining six tools for real-time insights across all marketing channels connected to revenue. Used by brands for CFO-ready reporting and weekly readouts.
• mediaPULSE Attribution Proprietary TV and radio attribution platform that tracks the digital traffic and conversion impact of offline media in real time, including second-by-second response tracking across TV, radio and OOH.
• Accelerated MMM

Quantifiable outcome

• 28% year on year growth for Planet Fitness
• +9 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature7 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mutinex: Australian SaaS provider of Marketing Mix Modelling and growth analytics to brands and agencies. Overlaps directly with Undivided's Clarity MMM and attribution offerings and represents a software-led competitive vector.
• Playground XYZ: Australian attention-measurement and analytics firm serving advertisers and agencies. Comparable on the neuroscience-led attention and memory-encoding work underpinning Undivided's Unforgettable Framework.
• Cartology: Woolworths-owned retail media and data platform offering precision targeting across Australian audiences. Emerging competitor for performance-driven media planning and measurement budgets.

Direct peers

• Wavemaker Australia: Data-driven media agency within GroupM focused on media planning, buying, and content across all channels. Direct competitor for Undivided's media planning and buying mandates with Australian enterprise clients.
• Thinkerbell: Australian integrated creative, media, and measurement agency with a strong brand-meets-performance proposition. Closest direct peer given overlapping full-service offering targeting ambitious ANZ brands.
• Hearts & Science: Omnicom-owned media agency built around data, analytics, and outcome-based planning. Comparable on its emphasis on MMM, attribution, and performance-led buying rather than pure creative.
• M&C Saatchi Australia: Independent-leaning creative and media agency group with ANZ presence. Comparable on integrated creative-media offer targeting challenger and growth-stage brands.

Broad incumbents

• Publicis Groupe Australia: Global holding company operating Saatchi & Saatchi, Leo Burnett, Starcom, and Zenith in ANZ. Competes across creative, media, and data with substantial investment in AI and Epsilon-powered identity capabilities.
• Dentsu Australia: Global advertising holding company operating Menzies, Carat, and iProspect in Australia. Competes for the same enterprise integrated mandates but at much larger scale and with broader geographic reach.
• Ogilvy Australia: WPP-owned integrated agency with strong creative heritage and growing data and measurement capabilities via GroupM. Comparable on full-service enterprise brand work but with global scale Undivided lacks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/undivided-au

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Undivided