The O’Neill Media Group was established by Paul O’Neill in 2015.
His media sales career spans more than 25 years across various mediums, with his time spent predominately on radio with 3AW.
But after 15 years, the Macquarie Radio sale and effective change in ownership and running of the business prompted him to bring his portfolio of clients and to go out on his own to set up the Melbourne-based independent agency.
O’Neill spoke to Mediaweek about the benefits of having a small team, how 2022 was a game-changer for the independent media agency’s performance and why having an IMAA membership is an important industry body to be part of.
The growth and development of The O’Neill Media Group
Several of O’Neill’s clients from 3AW followed him as he set up his independent agency, which at that time solely focused on its radio offering.
O’Neill noted that the agency specialises in traditional media. The agency also has a media partner that looks after its digital requirements.
“I believe in sticking to what we know best, which is traditional. We partner with a company called Media33 to take care of our digital marketing requirements when clients need that.”
O’Neill on leading his dedicated three-person team
The O’Neill Media Group is a three-person team with a hand in different operations of the company – from managing deals with networks to managing incoming emails and requests and handling client queries.
O’Neill as director leads the team and said that most of his role sees him scheduling, planning, ensuring, and negotiating that they get what they pay for.
O’Neill’s team includes Caroleen Deeb as media manager and Kate Ball media buyer. They work with him on all different aspects of the agency, which all come back to one thing – the client.
“Everything’s about the client for us, and I say that because my clients have been so loyal to me. We’re only a small boutique agency, and we only have five to six long-term clients, and we’re comfortable with that.”
If you have multiple clients, I would like to know about the serviceability and dedication to the clients. I guess you could say that big fish in the small pond because we feel like part of the family with them.”
Left to right: Caroleen Deeb and Kate Ball
O’Neill on the O’Neill Media Group’s traditional offering
O’Neill said that what sets the O’Neill Media Group apart is that it doesn’t try to be everything to everyone.
“We don’t claim to be experts in digital; we’re traditional. We only have a small portfolio of clients, and we’re part of the family,” he said.
O’Neill noted that trust, loyalty, honesty, and transparency are so important to them. He added that if the work is not “fun and enjoyable” and a win-win for both parties, “why would you do it? It’s got to be a mutually beneficial relationship.”
The agency operates in a very straightforward, no-bullshit approach. O’Neill said: “We know what we’re doing. We’re very hands-on. You’ll never be left wondering when you deal with this and what our recommendations or suggestions are.
O’Neill said that as a director of the business, he enjoys watching their client’s business grow. “It sounds so generic, but I know we genuinely love small businesses and their growth to becoming larger ones. We love being part of that journey,” he added.
Retaining foundation clients and recent client wins
Some of the O’Neill Media Group’s foundation clients include kitchen, laundry, and bathroom retailer E&S.
O’Neill’s relationship with the company stretched back to his days with 3AW, and he noted that it all boiled down to relationships, where he believes the network’s struggle and independent agencies shine.
“I’ve watched them grow from one store in 2000 to ten significant stores in the Melbourne Metro area with a significant turnover and are now considered along the likes of Harvey Norman and the Good Guys,” he said.
O’Neill added that a good working relationship comes down to loyalty, transparency, and honesty.
“I think transparency is critical. We allow the business owner to sleep at night because they’re not questioning whether being ripped off is the right strategy. We allow them to focus on their primary role, which is running their business, and not worrying about advertising and media,” he added.
Regarding new clients, the agency recently brought on Clement Stone town planners and is set to kick off a campaign with them in the new financial year.
O’Neill added that the independent agency is looking forward to helping businesses grow. He said: “We like the smaller businesses that we can be part of the growth with them, and I get a big kick out of businesses growing.”
How 2022 was a game-changer for the O’Neill Media Group’s performance
O’Neill shared that COVID was a “game changer” for the O’Neill Media Group. He explained that considering their clients and portfolio, the agency wasn’t affected.
“In most cases, it enhanced their performance. Clients could pivot very quickly, and many media companies’ inventory was available because so many advertisers had cancelled.
O’Neill said that, as a result, they could buy extremely well for the clients whose businesses weren’t affected and take advantage of good placement across all mediums for little investment.
“The year 2021/2022 was absolutely amazing. It was a game changer, not only for our clients but for our agency as well.’
O’Neill Media Group in the year ahead
Looking to the year ahead, O’Neill acknowledged the hard work and effort of his colleagues Deeb and Ball.
“I’m very much aware of their strengths. They are not only super-talented individuals but genuinely lovely people with hearts of gold, and they’re loyal as loyal can be,” he said.
O’Neill noted that he wants to ensure that Deeb and Ball continue their career journey with the agency, are stimulated with the business and grow the portfolio. He said Deeb and Ball have upskilled their digital capabilities, particularly in social media. This area will be exciting for some existing clients and the agency.
“As a business owner, I can’t tell you how fortunate I am to have these two. I’ve worked with numerous individuals in the corporate world. I’ve employed individuals before as media assistants, and I’ve struck gold,” he said of Deeb and Ball.
How the IMAA has given the O’Neill Media Group credibility
O’Neill revealed that he hadn’t heard of the IMAA until he started looking into media industry associations.
“I wanted to be a part of something, I wanted credibility, and then someone mentioned the IMAA, and I did my research. I was just so pleased that they existed and their values were the same as mine.”
O’Neill noted that the agency joined in 2012 and praised CEO Sam Buchanan and his team for doing an “amazing job”. He said: “In terms of being part of an association, you could never question their passion and work ethic. They work hard, and they’re forever putting on events.
O’Neill also highlighted that the IMAA Academy has also been a fantastic learning opportunity for himself, Caroleen and Ball who have taken part in the study and completed the Media 101 course.
For O’Neill, he concluded that being part of the IMAA gave them credibility and industry membership. He again praised the IMAA for its work with the independent agency sector.
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Top image: Paul O’Neill
