Agency Profiling for Marketing, Creative & Media Businesses

Your team delivers the work. Make sure the industry understands what you bring to it.

Client campaigns take priority. Case studies wait for approval. Leadership has a point of view, but finding time to develop it and speak to the media keeps slipping down the list.

Biased provides PR and agency profiling for established marketing, creative and media businesses. We help communicate your capabilities, client work and leadership expertise through relevant industry media and coordinated announcements.

We work with your leadership and marketing team to identify what is worth saying, prepare the material and take responsibility for the agreed publicity.

Discuss your agency’s profile

A clear agency position

Explain the work you want to be known for and the experience behind that claim.

Leadership with something useful to say

Turn informed views and practical experience into relevant commentary and interview opportunities.

Someone responsible for the follow-through

Keep announcements, materials, approvals and media outreach moving alongside client delivery.

Relevant work: Q Agency

Q Agency team portrait from the Biased project portfolio

Bringing an agency’s expertise to industry attention

Biased supported Q Agency’s profile through media planning, releases, copywriting and targeted outreach.

The work secured features across trade and local publications including Campaign Brief, Mumbrella, B&T, Mediaweek, Mi3 and the Western Weekender.

The focus was on communicating the agency’s leadership, innovation and creative capability through angles relevant to each publication.

View the Q Agency profiling project

When your own agency needs communications attention

The business has changed, but its reputation has not caught up

Your capabilities, clients or scale have developed. The market still associates the agency with an earlier version of the business.

Strong client work is staying inside the agency

The campaign or project has a useful story, but the evidence, permissions and materials have not been brought together for publication.

A leadership appointment or business announcement is approaching

You need to explain what the decision means, prepare the people involved and coordinate the release with employees, clients and partners.

Your leaders have expertise but little public presence

They can contribute to industry discussion, but need help deciding which topics to pursue and preparing a clear, supportable view.

Your marketing team is already at capacity

The website, pitches, events and internal requests keep coming. Publicity needs someone who can own the work and follow it through.

Decide what the agency should be known for

Agency profiling starts with the work you want people to associate with your business.

Biased works with your team to identify the capabilities, experience and perspective you can credibly demonstrate. We consider the clients you want to attract, the people you want to reach and the evidence available to support the position.

That might be expertise in a particular sector, a distinctive way of solving a client problem or a capability the market does not yet understand.

We use that direction to assess announcements and opportunities, so the agency’s public profile develops around a consistent set of relevant messages.

Find the angle inside the announcement

An internal milestone needs a clear reason for someone outside the business to care.

Client work with a useful lesson

Explain the brief, decisions and approved outcomes. A specific account of how the work addressed a problem can give the industry something to learn from.

A business decision with wider significance

A new capability, partnership or expansion needs context. We help explain why the decision was made and what it means for clients or the market.

Leadership with an informed view

Develop commentary grounded in the spokesperson’s own experience. Identify the questions they are well placed to discuss and the evidence they can draw on.

An appointment that changes the offer

Explain the remit, relevant experience and priorities behind a leadership appointment, alongside the practical details of the announcement.

Biased assesses the angle before recommending outreach. That gives the materials and spokesperson preparation a clear purpose.

What Biased can take responsibility for

Agency positioning and messages

Clarify the capabilities and experience the agency wants to communicate. Establish the core messages and supporting evidence for leadership, business announcements and public materials.

Profiling and communications planning

Identify suitable topics, announcements and opportunities. Create a practical plan around the agency’s priorities, available evidence and spokesperson capacity.

Business and client-work announcements

Develop releases, background materials and supporting copy for approved announcements. Coordinate the details and permissions with the people involved.

Leadership commentary and interview preparation

Work with leaders to develop a considered position, supporting points and answers to likely questions. Prepare them to explain their experience clearly in an interview or contribution.

Targeted media outreach

Identify relevant publications and journalists, develop the approach and manage the agreed outreach. Coordinate interviews, follow-up questions and approved supporting material.

Communication around the coverage

Prepare agreed website, email or LinkedIn copy to share the announcement or published coverage appropriately. Keep your own channels consistent with the public position.

Discuss the profile you want to develop

Turn completed work into a publishable case

Your team may already have the material for a strong project story. It needs to be organised around what can be said publicly.

Biased can work with the account lead, project team and nominated client contact to develop:

A clear description of the original brief.
The relevant insight and decisions behind the work.
The agency’s role and the contribution of other partners.
Outcomes supported by approved information.
Useful imagery, credits and spokesperson quotes.
The angle most relevant to an industry publication.

We identify what requires client approval and what information must remain confidential. Your agency and client confirm the facts and permissions before release.

Give leadership commentary a clear point

Thought leadership needs to offer something the spokesperson can explain and support.

Biased helps identify the subjects where your leaders have direct experience and a useful perspective. We work through the argument, examples and implications before developing a pitch or contribution.

That may involve how a sector is changing, what a recurring client problem reveals or a decision about the way the agency works.

We prepare the spokesperson for the questions that follow and coordinate contributions around their availability. The aim is a credible public voice that reflects their judgement and the agency’s position.

Reach the people relevant to the agency’s growth

Industry and trade audiences

Communicate with the publications and professional communities interested in agency work, leadership and changes across marketing, media and advertising.

Relevant client sectors

Where the agency has suitable expertise and a worthwhile angle, consider the specialist media read by people in those sectors.

Business and local audiences

Assess whether an expansion, investment or other announcement has relevance beyond the trade press. The approach should reflect the actual significance of the news.

We choose outlets and opportunities around the story and intended audience. Editorial decisions remain with the publication.

Keep approvals from becoming the reason nothing is published

Agency announcements can involve leadership, account teams, clients, creative partners and spokespeople. Clear responsibilities make preparation easier to manage.

Biased agrees who supplies the information, who consolidates feedback and who gives final approval. We identify dependencies such as client permissions, outcome data, image rights and release timing early.

When the announcement also affects employees or existing clients, we coordinate the external release with the people responsible for those communications.

Your team has a clear view of what is ready, what is waiting on a decision and what needs to happen next.

Choose the support your agency needs

A defined announcement

For a leadership appointment, new capability, partnership or significant piece of client work.

Biased assesses the angle, develops the agreed materials and manages the publicity brief through preparation and outreach.

Discuss an agency announcement

A leadership profiling brief

For an established agency that wants its leaders to contribute more consistently to relevant industry conversations.

We help define the topics, develop supporting material and pursue appropriate opportunities around the agreed scope.

Discuss leadership profiling

Ongoing agency PR

For a business with recurring announcements, substantial client work and a continuing need to develop its public profile.

Biased works alongside your team to identify priorities, prepare material and maintain the agreed media activity.

Discuss ongoing agency PR

Agree how to assess progress

We set the priorities around the agency’s objectives and the role publicity is expected to play.

Useful measures may include coverage in relevant outlets, inclusion of the messages you need to communicate, suitable interviews and opportunities to contribute to industry discussion.

Where tracking is available, referral traffic and relevant enquiries can add context. Your team’s feedback also helps assess whether the profile supports client conversations or relationships with potential partners.

New business depends on several factors. We assess communications activity alongside the agency’s broader marketing and business development work.

Biarta Parnham Founder, Biased

Experienced support alongside your leadership and marketing team

Biased gets close to the business, asks the questions needed to understand the announcement and stays involved in delivering the work.

We work directly with agency leaders, marketing managers and the people responsible for client relationships. Your team provides the expertise and approved evidence; we help shape the communication and take responsibility for the agreed publicity.

We support established agencies in Sydney, Western Sydney and across Australia, with working arrangements agreed around the brief.

Agency profiling questions

Which types of agency is this service for?

Established marketing, creative, advertising and media businesses with substantial work, identifiable expertise and people available to contribute. We assess the brief around the agency’s objectives, evidence and intended audience.

Is this PR for our agency or a service we resell to clients?

This page concerns the public profile of your own agency: its work, leadership, capabilities and announcements. If you need a communications partner on a client brief, describe that separately so we can assess the required arrangement.

Can you publicise work that involves a confidential client?

We first establish what the client permits you to disclose. Some work can be discussed in an approved form; other work needs to remain private. We agree the usable evidence and permissions before developing an external approach.

Do we need a major announcement to start?

No. There may be relevant expertise, completed work or leadership perspectives worth developing. We review the available material and the agency’s objectives before recommending a profiling plan.

Can we send you a media release we have already written?

Yes. We can review the angle, information and intended audience as part of a communications brief. Effective outreach also requires appropriate targeting, supporting material, spokesperson availability and a process for responding to questions.

Can you guarantee coverage in Mumbrella, B&T or another publication?

No. Editors and journalists decide what they publish. We develop relevant angles, prepare useful materials and approach appropriate contacts. Paid placements, where considered, are a separate decision with an agreed budget and scope.

How much time will our leadership team need to contribute?

The requirement depends on the brief. We need access to the people who can explain the agency’s position, approve the material and take part in agreed interviews. We organise preparation and feedback around their availability and the relevant deadlines.

How much does agency PR cost?

Fees depend on the number and complexity of announcements, preparation required, spokesperson support, outreach and duration. We agree responsibilities, outputs and costs in the proposal, including any separate production or paid activity.

Tell us what your agency should be known for

Share the work, expertise or business development that deserves a clearer public profile, along with any announcement already approaching.

Biased can help assess the opportunity and define the communications needed to take it forward.