After starting out as a DJ in the UK, Phil Benedictus fell into media sales after moving to Australia in 2001, where he found his calling in the industry.
Benedictus spoke to Mediaweek about how the agency has grown, its ethical philosophy, the business post-pandemic and the surprising way his experience as a DJ helped the agency land a client.
Benedictus moved to Australia from the UK in 2001 and fell into media sales, specifically in print. He said that he was shocked to see how little care the big agencies took of their clients compared to small agencies getting better deals.
In 2004, he and Lawrence Smith co-founded Benedictus Smith. The business partners eventually went their separate ways, and he established his full-service digital agency, Benedictus Media, in 2007.
Benedictus said he started his agency to supply transparent and lower rates, alongside clients doing something positive for the world after a “light bulb moment” working with Republic of Everyone founder Ben Peacock on a campaign for International Fund for Animal Welfare.
The campaign successfully persuaded the incoming Rudd Government to take action to stop Japanese whaling ships from whaling in the Southern Ocean, which led to a legal challenge.
“That’s what opened my eyes to haram advertising to do more than sell widgets,” he said.
As the CEO and founder of the agency, Benedictus is involved with identifying audience research, business development and the day to day running of the business alongside head of digital Joshua Marsh and group business director Natalie Sideroudakis.
Among the clients who have worked with the agency for a long time include charity, The Benevolent Society and GetUp!, a progressive political activist group. Working alongside the political organisation introduced them to the Greens, whom they did media buying for almost ten years.
Rockstar Games was also a foundation client for Benedictus Media in 2007. He explained that the video game company saw the agency and himself as a good fit for their brand, thanks to his background as a DJ, a sound engineer and record producer.
Benedictus Media and Rockstar Games worked together until 2014, the agency then went on to work with Bethesda Softworks that same year.
The agency’s more recent client wins include Médecins Sans Frontières (Doctors Without Borders), Climate 200, Cerebral Palsy Alliance, Who Gives a Crap Australia, Hunter Health and the Australian Nursing and Midwifery Federation.
He noted what sets Benedictus Media apart from other agencies is its ethical stance and the clients they work with.
“We have a stance that there are certain companies we wouldn’t work with. We wouldn’t work with a fossil fuels manufacturer. We wouldn’t work with an arms contractor. We wouldn’t work with companies with bad records of labour relations or treating female employees,” he explained.
“We are very careful if we’re going to amplify the messaging and boost brands or organisations. We work with companies we believe are making a positive difference in the world.”
He shared that they have a wide range of clients from charitable organisations like Doctors Without Borders sending doctors to war-torn countries and Australian Equality’s Say Yes campaign to Mexican chain Guzman y Gomez which produce clean fast-food option for consumers.
Benedictus said that the broad spectrum of clients such as businesses, charities, political groups, and social enterprises “united in all being positive”.
Like many businesses during the pandemic, Benedictus Media staff worked remotely and were lucky to have many of their clients who were, like them, based in Melbourne.
Benedictus noted that the business had grown during the pandemic.
“It’s been pretty kind to us; we’re lucky because we have a mix of commercial and for purpose clients. A lot of those clients were quite active.
“For instance, the Royal College of GPs had to suddenly explain to Australia that you’re going to see your GP over Zoom now or over the phone the telehealth. So, it went well for us,” he said.
Benedictus Media has also been a leader in the sustainability space as an organisation, being Certified B Corp since 2016.
The agency also won the Comms Declare Climate Conference Champion of 2021 and has been the most sustainable comms agency for the last two years.
Looking to the year ahead, Benedictus Media is working on green media planning.
He co-founded Net Zero Media, a company that calculates the carbon footprint of a media buy that can be offset and helps clients choose less harmful channels to the environment.
On the IMAA
Benedictus praised the IMAA for being a champion of independent agencies, raising their profiles, and bringing in group deals and access to high-end tools.
He also applauded the IMAA for creating a community of agencies: “There are times as a small agency you don’t always have the capacity to take on a new client or pitch for a new brief.
“So, it means you’ve got a community where, rather than disappoint a client, pass them on. Or, in our case, if there’s someone that doesn’t fit with our philosophy,” he said.
Benedictus added: “I think the IMAA has been positive, and I think Sam Buchanan’s doing a really good job leading the charge on that,” referring to the general manager.”
