Milkman Agency

Milkman Agency Milkman are the go-to Australian branding and social media agency for building engaging brands.

We help brands take risks in order to achieve their goals and connect with their customers; because the only thing worse than a new idea, is an old one.

Are you sleeping on LinkedIn?Most businesses are on the platform but cross-post from Instagram and call it a day. The au...
01/09/2026

Are you sleeping on LinkedIn?

Most businesses are on the platform but cross-post from Instagram and call it a day. The audience is different, the mindset is different, and what earns attention is different. When businesses treat it like Meta, they get exactly the kind of results you'd expect from using a cake recipe to make baclava.

LinkedIn is the secret weapon a lot of brands are missing. The platform works especially well for B2B, high-value purchases, and any business that needs to reach a specific person by job title, seniority, industry or earning potential. That kind of targeting precision changes what's possible commercially.

Swipe through the carousel, or read the full article on our website.

Distinction is being murdered by efficiency.Marketing budgets have dropped for years running and companies want more vol...
27/08/2026

Distinction is being murdered by efficiency.

Marketing budgets have dropped for years running and companies want more volume, more creativity, more impact for less. Something's gotta give... and what's giving is originality.

A recent piece on digital advertising trends finds the brands winning right now are the ones with the clearest point of view understand distinctiveness is a competitive asset to protect. Check it out in the comments.

Three in four marketers worry AI creative makes brands look and sound the same. 86% have seen outputs that resemble competitor content.

In uncertain times, boards pull back from risk. The response is volume and efficiency... we don't think it's doing anyone a favour.

Good work isn't always expensive, but standing out usually costs something. That's why our tagline is Become Unforgettable. Article in the comments.

Most brands are on LinkedIn. We're sure your business probably has a company page... do you use it though? Maybe you don...
25/08/2026

Most brands are on LinkedIn. We're sure your business probably has a company page... do you use it though?

Maybe you don't post often, only when you have a job to advertise, or maybe you cross post from meta...

LinkedIn rewards very different types of content than our good ol' friend Meta, but if you use it right, it might just be your new favourite platform. People on LinkedIn are in a decision making mindset, so if you're B2B it's the perfect time to get 'em to buy!

We wrote about what the platform actually does well, who it works for, and what the businesses making it work are doing differently.

Give it a read on our website!

Is your brand the bottleneck?Most marketing budgets are built the wrong way around. Performance channels get funded firs...
18/08/2026

Is your brand the bottleneck?

Most marketing budgets are built the wrong way around. Performance channels get funded first, brand gets whatever's left, and then everyone wonders why acquisition costs keep climbing and conversions feel harder than they should.

Every major study on this question lands in the same place: the optimal budget split is 60% brand, 40% performance.

The IPA confirmed it across nearly 1,000 effectiveness case studies.
Analytic Partners confirmed it across thousands of companies globally.
WPP Media and Oxford tracked 1.2 million purchase journeys and found that 84% of buyers had already chosen their brand before they entered the market.
Brands with 60% awareness convert at roughly three times the rate of low-awareness competitors, with no correlation to click-through rate.

Swipe through for our take on the brand versus performance split and what the research actually says. Full piece on the Milkman website if you want to go deeper.

There's a version of trend-hacking that works. When a brand connects with a cultural moment we see it and applaud it.The...
12/08/2026

There's a version of trend-hacking that works. When a brand connects with a cultural moment we see it and applaud it.

Then there's the version everyone else does.

Dead trend: Borrowing someone else's moment to say nothing about yourself.

At its best, trend-hacking is cultural fluency. At its worst, it's a logo slapped on someone else's reach.
Before you jump on any moment, ask one question: does this give us a better vehicle for something we were already trying to say? If yes, move fast. If not, sit it out.

People stay loyal to brands who know what they stand for. That clarity is what makes the right moments available to them in the first place.

RIP trend-hacking for its own sake.
Milkman builds brands people remember.

Meet Neesha: our Account Director at Milkman, she's the reason things run smoothly here week-in week-out.Did you know Ne...
06/08/2026

Meet Neesha: our Account Director at Milkman, she's the reason things run smoothly here week-in week-out.

Did you know Neesha is also the great, great neice of David Ogilvy... So she's basically marketing royalty!

Neesha is across literally everything here at Milkman. She is across every client, every project, and the whole team. She balances it all with effortless ease.

Account management done well is one of the more underrated skills in a creative agency. It requires people skills, a creative eye/taste, project management skills... the list could go on.

In an industry where a new fire is basically guaranteed by 10am, she's the calm in the storm here at Milkman and we couldn't imagine life without her.

She also has the best fits in the office, we all know it, but that's another conversation.

When Oatly showed up on the block they were not here to behave.Whoever thought oat milk could be rebellious? Well, clear...
21/07/2026

When Oatly showed up on the block they were not here to behave.

Whoever thought oat milk could be rebellious? Well, clearly these guys did!

Before it became the name people casually use when they mean oat milk, it was one product in a fridge full of alternatives. But instead of trying to look more healthy or more of something everyone else was doing, Oatly built a world around that milk carton.

Instead of following the product blueprint they used weird copy, bold packaging and most importantly; they were consistent. See brand building is ultimately a long game, and Oatly nailed it!

Oatly made people feel like they already knew what the brand stood for before they even bought it. All because the brand had done the hard work of making it culturally familiar, memorable and distinctive.

Branding has the power to shift perception, build association and make people think of you first when they think of the category.

Now that’s a pretty fresh brand.

Somewhere between “we need to stay active” and “can we get three more posts this week?”, the plot went missing.Dead tren...
15/07/2026

Somewhere between “we need to stay active” and “can we get three more posts this week?”, the plot went missing.

Dead trend: Just Post More.

With the rise of AI the internet has enough content calendars full “AI slop” that exist purely because someone said the algorithm needed feeding.

People can feel it and becoming pretty great AI or inauthenticity detectors… all it takes is a few posts and suddenly your brand starts losing reputation in a way you can’t measure in impressions.

Posting more without a clear world, story or point of view just creates noise. Subconsciously it trains your audience to scroll past you. It turns your brand into television static that is easily ignored.

The brands cutting through are building something stronger. They are connecting with their audience by leaning on intuition and being real not just doing whatever Claude told you was the best go to market strategy.

Content still matters. Volume has its place. But endless output without narrative is a fast way to make your brand forgettable.

RIP “just post more”.

Milkman builds brands people remember.

Meet Asher: Founder, Director and the reason Milkman has never been particularly good at following the crowd.Asher built...
01/07/2026

Meet Asher: Founder, Director and the reason Milkman has never been particularly good at following the crowd.

Asher built Milkman around a deceptively simple idea: good work should actually work.

He started his career when social media was still in its infancy, long before algorithms, creators and AI became everyday marketing language. Having watched trends, platforms and shiny new promises come and go, he's developed a healthy scepticism for hype and a strong belief that the fundamentals still matter.

Having lived and worked across Australia and Asia, he's learnt that while cultures may differ, people are surprisingly similar. That curiosity about what makes people tick is something he brings into every workshop, every strategy session and every client conversation.

He's one of those people who can zoom out to think about where a brand needs to be in five years, then zoom straight back in and spend twenty minutes debating a single headline because one word doesn't quite feel right.

If you've ever been in a Brand Therapy workshop with him, you'll know he asks a lot of questions. Usually more than he answers. He's less interested in being the smartest person in the room than helping people uncover the right answer together.

Outside of work, he's a proud new dad, so there's a very good chance you'll see a photo of Maya before the conversation is over. When he's not with family or at Milkman, you'll usually find him hiking, planning his next adventure or promising himself he'll make more time to pick up the guitar again.

The agency he built reflects a lot of who he is.

Independent thinking.

Practical creativity.

No unnecessary complexity.

At the end of the day, Asher believes the best brands aren't built by having all the answers.

They're built by asking better questions.

25/06/2026

How do you make a giant concrete structure feel like part of the landscape?

That was the challenge put to us by Little Projects.

Sitting alongside the iconic Coburg Drive-In, the building was impossible to miss. We saw an opportunity to transform it into something that added to the experience of the precinct and felt connected to the natural environment around it.

Working closely with the teams at Little Projects and Village Cinemas, we developed a concept centred around Mother Earth, surrounded by native birds and gum trees.

To bring it to life, we partnered with Melbourne artist .b.one, whose distinctive geometric style you can see across the city made him the perfect fit for the project. The result is one of Melbourne’s largest murals and the biggest single piece Marty has created to date.

Huge thanks to the team for backing the vision, and to Marty for the incredible craftsmanship, collaboration and care that went into every square metre of this work.

If you’re passing through Coburg, it’s well worth seeing in person.

Address

14 Ellis Street
South Yarra, VIC
3141

Opening Hours

Monday 9am - 6pm
Tuesday 9am - 6pm
Wednesday 9am - 6pm
Thursday 9am - 6pm
Friday 9am - 6pm

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