Matt Paine and Dale Foenander.
Dale Foenander and Matt Paine have launched Lamington Digital, a consultancy aimed at helping mid-sized businesses achieve sustainable online growth. The firm has been working with clients since a soft launch in late 2024.
The former News Corp executives spent seven years launching and scaling News Xtend, News Corp Australia's performance marketing agency.
“Our research shows the traditional agency model was no longer fit for purpose,” Foenander said.
“We aim to bridge the gap between that model and the future needs of clients by moving much further towards a fractional, consultancy-led model.”
Lamington Digital offers digital strategy, performance media, search engine optimisation and artificial intelligence advertising technology. It also provides big data analysis and insights to help unlock business insights and drive strategic decisions.
Paine said the era of opaque monthly retainers, junior teams and generic solutions is over.
"The rise of AI means the generalist agency model is rapidly becoming obsolete, as clients now require deep capability and expertise," he said.
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