Lacuna Agency - a highly specialised partnership agency, offering brand partnerships, talent management, event management and content creation.
We are passionate about the brands we partner with, and will work with you to harness the essence of your brand and to unlock its potential through innovative partnership thinking.
Our bespoke solutions are always tailored to your requirements and anchored to your objectives.
We’re known for doing whatever it takes, and embrace the big picture whilst executing the finer details. No stone is left unturned.
What We Do
Lacuna Agency is a highly specialised partnership agency, where storytelling, brand building and contextual relevance come to life.
- Content partnerships
- Event Partnerships
- Talent partnerships
- Multi-platform partnerships
We are storytellers. We are here to tell your brand story. Starting with an insight, we develop your story strategically to create awesome content that disrupts and engages your audience.
Whether it’s video production, photography, social media strategy or copy, we understand you need to cut through and make sense. We think big and deliver bold. Our partnerships are always designed to inspire action from your customers.
Experiential marketing and event partnerships work hand in hand. Think relevant brand alignment, positive brand experiences and being bold. This is what Lacuna delivers for an event-led partnership.
No event partnership is ever the same, which is why we build the 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.
Finding the right talent for your brand can be challenging. Based on your brand objectives we identify talent that work with you to create a partnership that executes seamless integrated campaigns.
As media consumption fragments and attention spans get shorter, it is important that brands move away from paying their way, to earning it.
Our expertise is developing an integrated partnership that can play a pivotal role in your media strategy, delivering increased engagement, shifting brand perception and driving preference via messages that resonate.
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. Both Nat and Alex have always demonstrated passion and experience that I believe is unrivalled 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 Nat and Alex 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. I look forward to working with them both in the future through Lacuna Agency.
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
Working with Alex was (and continues to be) an absolute pleasure. It is clear she has a passion for partnerships, taking an authentic and collaborative approach with media which ensures the best outcome for her clients (and us!).
Lena Rapley, Head of Client Solutions, ARN
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. Alex and Nat both 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 working to 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 Nat and Alex to launch the Séchoir salon partnership with Original and Mineral and the experience was second to none! Nat and Alex 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
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.
As fellow co-founder of Lacuna, Alex embodies a passion and prowess for partnerships matched only by Natalie.
Having previously worked in brand partnership roles both client side and agency side, Alex brings an enviable insight in how to deliver both campaign objectives and a business return on investment.
Developing an approach that utilises budgets efficiently and effectively is basic hygiene for Alex. She excels at the creative thinking required to make investments of any size work.
Alex finds inspiration from any brief having worked across diverse industry sectors including FMCG, automotive, and insurance.