Software for marketing agencies, publishers and media
Agencies and publishers sell creative and strategy, but they run on software, and most of it is held together with tape. A WordPress install per client, a hosting account nobody fully controls, a reporting deck rebuilt by hand every month, assets scattered across drives, and a publishing process that means logging into five platforms to push one story. The work is good; the plumbing leaks time. We are a software studio that builds the platforms underneath the creative, so the agency can sell the creative instead of fighting the stack.
We have done this at the top end of scale. News.net is a global network of more than 110,000 localised news sites running on a single customised WordPress platform, with custom ingestion, classification, syndication and a media pipeline behind it. VanFLIP is a satire publication we designed front to back, with a custom WordPress publishing layer that posts to Facebook and Instagram in one move and an AI reel studio that turns each story into social-ready video for Instagram and TikTok. Most agency problems are a smaller version of these.
WordPress at scale, websites and white-label builds
WordPress runs a huge share of the web; W3Techs puts it at around 43% of all websites, which is exactly why agencies drown in it. Twenty client sites become twenty update schedules, twenty plugin stacks and twenty places something can break. We treat WordPress as an application platform, not just a blog engine, and we have written up how we scaled a WordPress multisite to more than 112,000 sites. For a normal agency that means consolidating sprawl onto multisite or a managed platform, automating updates and deploys, and getting website rebuilds and performance work off the partners’ plates.
A lot of what we build is white-label: platforms, client sites and tools an agency ships under its own brand. We build custom software and web applications behind the scenes, the agency keeps the client relationship and the margin, and nobody downstream needs to know who wrote the code. The same applies to websites at scale when an agency needs to spin up consistent, fast, on-brand sites without rebuilding from scratch each time.
Hosting lock-in, client reporting and content at scale
The hidden tax on agency software is who controls the hosting and the code. When the platform, the DNS and the deploy keys live with one vendor, leaving gets expensive and slow, and renewal conversations stop being about value. We unpack that trap in agency hosting and vendor lock-in, and the rule we work to is simple: the agency and its clients should own their platform, not rent access to it. Australia’s internet advertising market reached $16.4 billion in 2024, up 11.1%, with search alone at $7.2 billion, so the money flowing through these campaigns is real, and so is the cost of reporting on it badly.
That reporting is the other place time disappears. We build custom systems and client portals that pull campaign, ad-platform and analytics data into reporting clients can read without a person assembling it by hand each month, and integrate the ad, CRM and finance tools so the numbers agree. For content and social at scale, we automate cross-posting and asset workflows the way we did for VanFLIP, and AI sits mid-list for jobs like drafting variants, generating reels, tagging assets and turning one story into many formats.
We are based in Toowoomba and work with Queensland agencies, publishers and creative studios, and the same platforms run for marketing and media businesses Australia-wide and globally. Built in Toowoomba, useful anywhere there is content to ship and a client waiting on a report.
Queensland’s agency map, and who actually builds the platform
Queensland has a real agency scene, not an outpost. Brisbane concentrates it, with the Fortitude Valley and inner-city studios doing brand, performance and content work; the Gold Coast and Sunshine Coast carry their own clusters of design and digital shops; and operators in Toowoomba and the regional centres service clients well beyond their postcode. A lot of these agencies sell to the rest of the country from a Queensland base, which means their reputation rides on the platform behind the creative as much as the creative itself.
That is the gap we fill. Most studios are brilliant at the work and stretched thin on the engineering, so the WordPress sprawl, the hosting nobody fully controls and the monthly reporting all land on a partner who should be selling. We build the platforms and white-label software underneath, the agency keeps the client and the margin, and the technical load comes off the people who are worst placed to carry it. Where a studio is fighting twenty client sites, the website and performance work moves to us instead.
We know the Queensland market because we are in it, but our publishing work already runs a worldwide network, so an agency anywhere can ship on a platform we build. Local roots, national and global reach.
