Working with Seed
FAQs

  • Seed has operated independently since 2016, when Angela Feruglio founded the agency after more than two decades of experience across advertising and media in Australia and Asia. Angela was a founding member of two Melbourne media agencies and has delivered strategic business solutions that reshaped client marketing and manufacturing approaches. Her work has been recognised with 16 industry awards, including two Cannes Lions.

  • Seed is based in Melbourne, which is located on the traditional lands of the Wurundjeri Woi-wurrung people, who are part of the broader Kulin Nation.

    We work with local, national and international clients spanning multiple countries. Our expertise is Australia, New Zealand and Asia Pacific.

  • We work with ambitious small to medium-sized businesses investing $100,000 to $5 million annually in media.

    Built on genuine independence and senior strategic expertise, we deliver recommendations shaped by what will grow your brand, free from multinational network pressures or preferred supplier commitments.

  • Seed is an independent agency and not influenced by broader corporate agreements or global network priorities. We prioritise providing the right advice over seeking immediate financial gain, embodying relentless authenticity in our interactions.

    We are proudly Australian and a credited member of the IMAA – Independent Media Agencies Australia – and part of The Network One global network.

    A media holding company is a large global parent organisation that owns multiple advertising, media, digital, PR, data, and marketing agencies under one corporate group. Examples include WPP, Omnicom Group, Publicis Groupe, IPG, Dentsu and Havas.

    Within these groups, there are often multiple agency brands that appear independent but are ultimately owned by the same parent company.

    Holding companies can create commercial pressures or incentives tied to:

    • Global trading agreements with media owners

    • Preferred supplier deals

    • Volume based rebates

    • Cross selling between agencies within the group

    • Revenue targets linked to particular channels or partners

  • Seed is primarily responsible for the planning, buying, and optimisation of media, working in close collaboration with its creative agency partners and client in house teams, rather than developing deep, end to end brand creative.

    That said, Seed produces a defined layer of performance led and activation focused creative designed to ensure media delivers effectively in market. This includes adapting existing brand assets for different channels, formats, and environments to maximise impact and consistency across platforms.

    In addition, Seed provides strategic guidance on creative effectiveness, including recommendations on messaging to test and the formats and executions most likely to perform across each channel.

  • Yes. Campaign evaluation is one of our four core services. We work with clients to set measurement frameworks before campaigns launch, then report on outcomes against those benchmarks, not vanity metrics.

  • Seed’s commercial model is designed with flexibility at its core, shaped around the unique needs of each client and the ambition of their business. Engagement structures can range from defined project fees through to performance-based commission models or fully embedded annual retainers.

    Underpinning every arrangement is a commitment to absolute transparency and integrity. Seed does not operate on hidden incentives or undisclosed rebates. All media and third-party costs are passed through at true cost, ensuring clients have complete clarity and confidence in where every dollar is invested.

Media agency fundamentals

  • A brand strategy defines who the brand is and what it stands for.

    A communications strategy defines how that brand is expressed and communicated to people.

    They work together, but they solve different problems.

    Brand strategy is the long-term foundation of the business and brand. It typically answers questions such as:

    • What is our purpose?

    • What do we stand for?

    • Who is our audience?

    • What makes us different?

    • What emotional territory do we want to own?

    • What personality and tone should we have?

    • What is our positioning against competitors?

    • What should people think and feel about us?

    A communications strategy is the execution framework for delivering messages to audiences. It focuses on:

    • What messages are communicated

    • Which audiences receive them

    • Which channels are used

    • When and how messages are delivered

    • What content formats are most effective

    • How success is measured

  • Media planning and media buying are closely related, but they sit at different stages of the advertising process.

    Media planning is the strategic side. It is about deciding where, when, and how a brand should advertise to reach the right audience. A media planner looks at the target audience, campaign objectives, budget, and market context, then builds a plan that recommends channels such as TV, digital, social, radio, out of home, or search. The output is usually a media strategy and channel plan that answers questions like which audiences to target, what platforms to use, what timing makes sense, and how the budget should be allocated.

    Media buying is the execution side. Once the plan is approved, media buyers go into the market to purchase the actual media space or impressions. This involves negotiating rates, securing placements, setting up campaigns in platforms like Google or Meta, managing contracts with publishers, and optimising spend during the campaign to improve performance. The focus is efficiency, price, delivery, and performance outcomes.

  • Seed plans and buys integrated media across all online and offline channels, including search, social, display, video, television, audio, out of home, cinema, print, programmatic and direct publisher partnerships.

  • We manage programmatic buying through trusted DSP partnerships, with full transparency on tech and supply-path costs.