Lacuna Agency - a Melbourne-based strategic brand and partnerships agency, that transforms vision into reality.
With a holistic outlook on brand and an insight first approach, Lacuna challenges the ordinary combining strategic consumer thinking, brand ideation and partnerships to curate the ultimate brand pathway.
We are passionate about the clients we partner with and will work with you to harness the essence of your brand and create new possibilities through original thinking.
What We Do
We get asked to solve all types of brand and consumer challenges. But ultimately what we do is transform our client’s vision into reality. We do this through a powerful combination of smart strategy combined with unique thinking, ideas and solutions. Best of all we get a kick out of what we do.
Through deep understanding of category, culture and consumer, we provide insight and actionable direction for brands and businesses to have greater meaning with their consumers.
We take the time to dig deeper, and join the dots, understanding the nuances of consumers and the motivations behind a behaviour. We then use this to break it down into how it impacts a category or a brand, defining the problem and the real challenge at hand. We don’t stop there because the most important part of an insight is to make it meaningful, and we do that through ensuring every insight is linked to an idea and an outcome.
We partner with you to define and reshape your brand.
We uncover what makes your brand unique, and help you define it to reflect your business and your consumer’s needs. We understand the importance of how and where a brand speaks to consumers, and ensure your strategic approach is a simple and executable guide to your brand, governing its integrity and future proofing it for your business objectives.
We are storytellers. We are here to tell your brand story. Starting with an insight, we develop your story strategically to create a partnership platform that disrupts and engages your audience.
No brand challenge is ever the same, which is why we build your partnership idea from the ground up. We immerse ourselves in your business, to understand your objectives and to get a 360 view of your consumers. From there we can create a bespoke journey for your brand and a tailored experience for your target audience.
Whether it is content creation, experiential marketing or event partnerships, talent integration or multiplatform partnerships, we think big and deliver bold. Our partnerships are always designed to inspire action from your customers.
As media consumption fragments and attention spans get shorter, it is important that brands move away from paying their way, to earning it.
We work across all types of communications, developing integrated campaigns that make every touchpoint an amplified opportunity for your consumers to know and experience your brand.
We are proud to have worked on the below projects.
A word from
Partnerships are at the core of our strategy which is why we need Lacuna, a specialist agency to help negotiate and manage them on Holden’s behalf. They have always demonstrated passion and experience that I believe is unrivaled in the partnership space and will do “whatever it takes” to ensure all opportunities are investigated. Their ability to always think ahead and leave no stone unturned, makes me feel confident that Holden are leaders in Partnership effectiveness and ROI.
Nancy Del Monaco, Senior Marketing Manager – Media and Brand Communications, GM Holden
Natalie goes over and above on everything she does for her clients. She is collaborative and professional, delivering best in market integrations and partnerships for her clients.
Katie Finney, Head of 7 Program Partnerships
I have had the pleasure of working with Lacuna across Carols in the Domain and more recently Carols by Candlelight in Adelaide and have always found them to be very collaborative in their approach. They are always very clear with their client objectives and expectations whilst also understanding the live nature of the partnerships we own and represent.
Kay Lawrence, General Manager, Active TV
I have worked with Nat for many years and she has always demonstrated not only passion but a clear understanding of the partnership landscape and how to get the most out it. Her deep understanding of the clients business leads to fast decision making allowing us to be more dynamic and nimble with the creation and execution of ideas. Nat is committed to client outcomes which is one of the reasons why she is a leader in the Partnership space.
Matt Scriven, Managing Director, Nine Melbourne
I’ve collaborated with Nat for many years across our various roles and always found her thinking to be both progressive and reliably customer-centric. She brings a unique breadth of experience having worked with many market leading brands and partnership properties to deliver media firsts and outstanding results for clients and media partners. She is very well connected and is as creative as she is analytical. I look forward to seeing those who work with Lacuna, benefit from these strengths.
Kate Murphy, National Commercial Strategy Director, DMG CREATE
Natalie Kean is a stand-out operator with a wealth of knowledge and experience enabling her to shape and direct projects of any nature and scale. Her experience extends across a wide spectrum of categories including auto, FMCG, and retail. Notably, her thinking extends beyond traditional media partnerships to create meaningful brand connections for clients. Her passion for her clients and their success is a clear virtue, due to her ability to completely immerse herself in a client’s business from top to bottom.
Melina Augoustakis, Melbourne Sales Director, MCN
I have worked with Nat for many years across a variety of roles and client categories. Nat has always been someone who is committed to the client’s best outcome and does so in a collaborative and extremely organised fashion. Nat has proven herself to be a great creative thinker and dynamic problem solver, whether it be working with clients across FMCG, Auto, Media & Entertainment. Her relationships and professional partnerships are second to none and I look forward to continuing to work together in her new venture for many years to come.
Tim Murphy, oOh! Sales Director – Southern
Lacuna have an exceptional understanding of their client and as a result we were able to facilitate a high level partnership in a relatively short turnaround time. They are very passionate about their clients brands and will go above and beyond in ensuring the partnership showcases and integrates their client in the best way possible. The dedication the team demonstrated was impressive and we look forward to working with Lacuna again in the near future.
Jin Subasinghe, Sales Manager Activations and Hospitality, Melbourne Racing Club
We came to Lacuna as a start-up looking for marketing specialists to partner with to help grow our brand Cammino. We were looking for someone who could provide a wholistic view in addition to specialist advice across a broad range of marketing activities from digital social strategy to overseeing our photo shoots. Since partnering with Lacuna we have been amazed by how proactive they have been in providing help and advice and suggesting opportunities we would not otherwise have thought of. They truly have exceeded our expectations as a partnership agency. Their passion and creativity is truly amazing. Thank you Lacuna for forging such a strong and true partnership relationship with Cammino.
Katrina Verso, Founder, Cammino Shoes
Natalie and the team from Lacuna were a breath of fresh air as they were able to not only comprehend a complex creative concept, more importantly they were brave and showed the strategic smarts to sell it into the Holden client. The number of award nominations for the campaign speaks volumes and we couldn’t have made this campaign without Lacuna’s partnership.
Jane Waterhouse, General Manager - Story 54, Bauer Media
Our experience with Lacuna through the Women Who partnership with Holden was anchored in true collaboration. As this initiative was a first for Who and for Holden, we worked closely with Lacuna as the campaign progressed to evolve and maximise the impact as we went. It was a complex campaign with leading Australian talent, and multiple campaign elements thus having a clever and collaborative partner who understands and supports the creative process in delivering truly authentic content - was key to driving success. I would highly recommend Lacuna for brands seeking authentic content and impactful integration.
Ann-Maree Mulders, Head of Brand, Homes, Entertainment and Family, Pacific Magazines
These incredible ladies are the superheroes of the media world. They worked their magic in building us a pro bono media package worth well over $4 million dollars. They are so fantastic to work with, extremely hard working and really felt part of our team. We are so truly grateful for their support and look forward to working with them again.
Kylie Wallace, Campaign Manager, YGAP
I worked with Lacuna to launch the Séchoir salon partnership with Original and Mineral and the experience was second to none! They take a lot of care in their approach working with clients, going above and beyond to ensure that they could deliver our vision and results we were after. Would use them again!
Imran Din, Owner, Séchoir
In my capacity as Chief Strategy Officer at Carat Australia, I had the pleasure of working closely with Laura as our Head of Strategy for our biggest office – Melbourne. In her many years at Carat, she delivered exceptional value for our people, our clients and our business through a unique skill set of human insight and business intelligence. Her relentless pursuit to identify an insight that can yield competitive advantage for a client is unmatched and when combined with her storytelling skills and collaborative approach, makes her highly valuable to any project she touches. I cannot recommend Laura highly enough and on a daily basis miss witnessing her passion for communications and its role in business.
Sam Hegg, National Managing Director, Dentsu X Australia
Natalie is the co-founder of Lacuna Agency and offers clients an expertise in creating compelling content and best-in-class executions; skills she has honed in an exemplary media career of 20 years.
Her passion and commitment for creative and innovative thinking has benefited a diverse range of brands resulting in glowing testimonials.
Nat’s promise is to ensure Lacuna is constantly pushing the boundaries of what is possible and to focus on forging new and exciting ground for every client, every time.
With over 15 years industry experience, Laura has directed the strategic agenda for some of the world’s biggest brands.
Driven by an innate sense of curiosity complemented by an empirical approach to brands and consumers, Laura creates work that connects people indelibly with brands.
Throughout her career Laura has been at the forefront of brand and consumer strategy for a number of award-winning campaigns as well as industry wide education initiatives.
Her passion lies in elevating organisations out of the ‘tough topics’, to allow space to reconnect and inspire with a goal to do more, be more, and achieve more.