One Media Co’s Susie Michaels on rise of agency during Covid Pandemic

Article Written by Trent Thomas.

“We are changing the traditional media buying landscape by providing a personalised service”

The IMAA, the national, not for profit industry association for independent media agencies launched last year.

Since then it has continued to grow its membership base and make a series of big announcements, including its trade credit deal and a number of new media partners.

Mediaweek has been profiling members of the IMAA – previous features can be found here.

This week we spoke to the founder and director of One Media Co Susie Michaels.

Michaels’ media career has spanned across two decades and during this time, she said that she has seen a lot of change in the industry but is still passionate about aligning herself and her agency with her clients business interests.

“For us, it’s not just about the media planning and buying, it’s important for us to understand all aspects of our client’s businesses, which would include, their customers, capacity, history, staffing, finances and most importantly, their final goal, motivation, their why.

“We are an extension of their team. We are changing the traditional media buying landscape by providing a personalised service and immersing ourselves into our client’s entire business.”

The business is relatively fresh after being founded mid-pandemic in July 2020, which Michaels said had been in the works for quite a while.

“Over the last few years, I have been working towards officially launching my own full-service Agency. To get to where we are today, is due to my long-term relationships with my clients, colleagues, and the media marketplace.

“During Covid it really accelerated that opportunity to become a reality so it’s been quite positive from that perspective.”


All of One Media Co’s clients at launch are still with the agency which Michaels credits to developing key-client relationships across many and various industries.

“I am proud to say that most of these clients entrusted me then and followed me as foundation partners when One Media Co launched back in July. All our foundation client partners are successfully, still working with us, today.”

Michaels said that one client that Mediaweek readers would be familiar with is Nueva Prosecco which the company helped launch onboard the Superyacht – Oscar 2.

Kyle Sandilands has appointed One Media Co to manage King Kyle Group’s Media and Marketing Strategies.

“This is a natural fit, and one, I am very proud of. One Media Co saw an opportunity for this exciting launch event, by cross-promoting with another valued, One Media Co foundation partner – Oscars Hotels with brothers Bill and Mario Gravanis who have over 30 venues in their portfolio, including the luxurious Oscar 2 Superyacht.”

Buying Media

From day one Michaels agency hit the ground running, being able to buy their own media and not rely on a third party.

“We buy direct. Purely based on the exceptional relationships that we have formed across all Media Publishers over the past two decades, buying direct also offers our clients ‘best in-market’ opportunities and an advantage for their businesses.”


When asked about the specialties of One Media Co, Michaels said that the agencies focus was on connecting brands with everyone anytime.

“We specialise in connecting brands with consumers and offering professional advice. Delivering media solutions, strategy, planning and buying, locally and nationally, across all forms of media.

“We live and breathe our core values. We are brave with our innovation, bold with our messaging and we’re resilient in leading through change.”


One Media Co is proud members of The Independent Media Agencies of Australia (IMAA), and Micheals said that they are doing an exceptional job.

“Indies are growing and as a group, we generate over 32% of all media revenue across Australia. One Media Co is also experiencing this phenomenal growth and we indies are leading the charge.

“What I particularly enjoy is the opportunity to connect with the wider group of independent media agency leaders to collaborate, mentor and share ideas with. We are all like-minded business professionals.”

The original MediaWeek article can be read here.