VEE Agency

What VEE Agency does

VEE Agency is a privately held, founder-led experiential marketing and events agency headquartered in Melbourne, Australia, with additional offices in Sydney and Marcoola (Queensland). The firm operates primarily as a B2B professional services provider serving enterprise brands, government and council bodies, education institutions, tourism destinations, and nonprofit organizations across Australia. Its core service portfolio spans experiential marketing and brand activations, corporate events and conferences, sponsorship strategy and partnership delivery, VIP and hospitality experiences, and festivals and public events, with end-to-end scope from strategy and concept development through on-site execution and post-event reporting. The agency has built recognizable brand equity through multiple industry awards including the Australian Event Awards 2024 (Small Event Management Company of the Year, Best Brand Related Event, Best Charity or Cause Related Event NSW/ACT) and Meetings & Events Australia recognition across 2022-2024.

The agency's revenue model is multi-stream but predominantly project-based professional services, supplemented by equipment hire (Ripples Beverage Printer at $1,400 per day/event, Media Wall Frames at $100 per day) and a subscription-style virtual event platform, BetterCast. BetterCast is a proprietary live-streaming and on-demand hosting platform supporting registration, ticketing, and hybrid event delivery, while the Ripples Printer is a beverage-top media printer that uses plant-based extracts to print images on foam-topped drinks; VEE Agency owns one of only two such units in Australia. The agency has also developed a carbon-neutral event capability offering Scope 1, 2, and 3 emissions tracking and offsetting. VEE Agency goes to market through direct sales led by Founder Regina Lysaught, leveraging industry association leadership (Chair of MEA Victoria), awards-driven credibility, content marketing, and a portfolio of named client engagements including Disney, The Guardian, University of Melbourne, NSW Government, City of Melbourne, Stockland, Mt Buller Resort Management Board, Whitelion, and SolaX Power.

Name

VEE Agency

Legal name

VEE Agency

Website

https://veeagency.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

VEE Agency is a Melbourne-based experiential marketing and events agency serving enterprise brands, government bodies, education institutions, and nonprofits across Australia with end-to-end event services, proprietary virtual event technology (BetterCast), and specialized equipment hire.

Ownership category

akta.pro rank

Product category

Experiential Marketing & Event Management Services

NAICS

Advertising Agencies (541810), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Entertainment Booking & Speaker/Talent Management (HSACAAAI)

akta.pro secondary industries

Virtual, Hybrid & Livestream Event Coordination (HSACAAAO), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Experiential marketing
• Brand activations
• Event management
• Corporate events
• Sponsorship strategy

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Experiential Marketing & Event Management Services: Full-service experiential marketing, brand activations, corporate events, conferences, festivals, and sponsorship management. Services include strategy, concept development, design, production, logistics, on-site management, and post-event reporting.
2. Event Equipment Hire: Rental of event items including Ripples Beverage Printer ($1,400 per day) and Media Wall Frames ($100 per day). Equipment hire available to both clients and non-clients.
3. Beverage Printing Service: Single day/event hire (4hrs) starting from $1,400 including staff, ink, machine hire with additional charges for delivery and collection.
4. Virtual & Hybrid Event Platform: BetterCast platform for virtual and hybrid events with full registration, ticketing, pre-recorded content on-demand, and video streaming capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

VEE Agency is a Melbourne-based experiential marketing and events agency that designs and delivers brand activations, corporate events, conferences, festivals, and sponsorship-led experiences end-to-end — from strategy and concept development through design, production, logistics, on-site management, and post-event reporting. The agency also operates its proprietary BetterCast virtual event platform for hybrid events and offers equipment hire including the Ripples Beverage Printer and Media Wall Frames.

Product overview

VEE Agency is a full-service experiential marketing and events agency offering a comprehensive suite of services centered around experiential marketing, brand activations, corporate events, festivals, and sponsorship management. The agency's core offerings include Experiential Marketing & Brand Activations, Corporate Events & Conferences, Sponsorship & Event Partnerships, VIP & Hospitality Experiences, and Festivals & Public Events. They also operate their proprietary virtual event platform called BetterCast for hybrid events. Supporting services include Carbon-neutral Events & Reporting, Government Engagement & Grants, and Creative & Production Services. The agency also offers equipment hire including Ripples Printer (beverage-top media printer) and Media Wall Frames. Notable projects include Xplore Melbourne, an AR treasure hunt experience.

Differentiator

Problem solved

Functional benefit

Brands

• BetterCast: Virtual event platform owned by VEE Agency that enables streaming entire events live online and hosting pre-recorded content on-demand
• Ripples Printer
• Media Wall Frames

Products and services

• BetterCast Virtual Event Platform Proprietary virtual and hybrid event platform that enables live streaming of events, hosting pre-recorded content on-demand, full registration and ticketing, video streaming, and DIY or fully customisable options.
• Ripples Printer Equipment Hire Beverage-top media printer that prints images on foam-topped drinks and desserts using plant-based extracts. Available for single day/event hire (4hrs) starting from $1,400, including staff, ink, and machine hire.
• Media Wall Frames Hire Media wall frames available for short and long-term hire at $100 per day. Frames can be hired alone or with custom fabric for events.
• Experiential Marketing & Brand Activations Strategy, concept development, design, install, management, and reporting for experiential marketing campaigns and brand activations including pop-ups, PR stunts, product demonstrations, and large-format installations.
• Corporate Events & Conferences Concept development and end-to-end event delivery for corporate events and conferences including planning, stakeholder management, and execution for corporate clients.
• Sponsorship & Event Partnerships Sponsorship strategy, partner sourcing, negotiations, and activation delivery for events and brand experiences.
• VIP & Hospitality Experiences Premium guest experiences, hosting environments, and curated event journeys for VIP audiences.
• Festivals & Public Events Community events, tourism events, cultural festivals, and large outdoor gatherings with council and government experience including permits, risk management, stakeholder consultations, OHS, traffic management, and contractors.
• Carbon-Neutral Events & Emissions Reporting Carbon emissions tracking, option to offset emissions, and Scope 1, 2 & 3 emissions reporting for carbon-neutral events.
• Government Engagement & Grants Services Government engagement services including destination event funding programs, council tenders, grant application writing, and economic impact insights for government clients.
• Creative & Production Services Event creative direction, visual branding and signage, run sheets, scripts, guest experience design, and content planning for event capture.
• Xplore Melbourne Augmented Reality Experience An augmented reality treasure hunt experience funded by the City of Melbourne that led people through the streets and laneways of Melbourne to discover classic Melbourne culture through bars, cafes, music, and art. Engaged 82,000 people.

Quantifiable outcome

• Xplore Melbourne AR treasure hunt engaged 82,000 people
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WhitelioncoreStrategic or Co-development Partner · 1 May 2022VEE Agency has partnered with Whitelion for three years to organise their annual Three Peaks Challenge, where volunteers hike 3 peaks in 3 states in 33 hours to raise money for at-risk youth. In 2024, they celebrated the 20th Anniversary of the 3 Peaks Challenge. The partnership demonstrates VEE's commitment to social impact and community engagement through events.
• City of MelbournecoreStrategic or Co-development Partner · 1 November 2021Xplore Melbourne was an augmented reality treasure hunt funded by the City of Melbourne that led people through the streets and laneways of Melbourne. The project involved iconic Melbourne street artists, Melbourne Symphony Orchestra, National Gallery of Victoria, The GRID, The Royal Botanic Gardens, Fed Square, Queen Victoria Market, local cafes, bars and key accommodation venues.
• Kids First AustraliacoreStrategic or Co-development PartnerVEE Agency partnered with Whitelion's partner charity Kids First Australia for the 3 Peaks Challenge. The partnership supports fundraising efforts for at-risk youth in Australia.
• Hidden Disabilities Sunflower ProgramminorOthersCSR partner supporting events with accessibility considerations for people with hidden disabilities.
• IELLENminorOthersCSR partner organisation.
• Sunrise CambodiaminorOthersCSR partner organisation supporting community initiatives.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MKG: Global experiential marketing and brand experience agency serving enterprise clients with brand activations, events, and creative campaigns. Direct service overlap with VEE in experiential marketing and corporate events, but with broader geographic coverage and larger client portfolio.
• Jack Morton Worldwide: Global brand experience agency operating in experiential marketing, brand activations, and events across multiple geographies. VEE competes for similar corporate and government work but Jack Morton operates at significantly larger scale and geographic footprint, with full-service capabilities VEE cannot match as a boutique.
• Sparks: US-headquartered global experiential marketing agency offering brand experiences, corporate events, and sponsorship activation. Comparable to VEE in core service category (experiential marketing and brand activations) but operates at larger scale across multiple regions, primarily out of the US rather than Australia.
• Imagination Group: Global brand experience and experiential marketing agency with deep history in immersive brand activations, destination marketing, and corporate events. Comparable to VEE in service category but operates globally with much larger teams and longer-tenured enterprise client relationships.

Direct peers

• BE Events: Australian boutique event management agency specializing in corporate events, conferences, and brand activations. Comparable to VEE in scale and service scope, with similar clientele across Australian enterprise and government sectors, making them a head-to-head competitor for the same RFPs.
• GLYDE Event Group: Australian events and experiential marketing agency providing event management, brand activations, and corporate event services. Operates in the same Australian market as VEE with overlapping service offerings and a similar mid-market enterprise client base.
• Lemma: Australian experiential marketing and events agency offering brand activations, corporate events, and sponsorship management. Closest direct peer to VEE — operates in the same Australian market, same service categories, and competes for similar corporate and government clients at a comparable boutique scale.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VEEAgencyAu
• LinkedInlinkedin.com/company/vee-agency
• Instagraminstagram.com/veeagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 VEE Agency