About
Most marketing spend is wasted because most marketing isn't measured properly.
That's the thesis New Rebellion was built on. And it shapes everything we do.
The backstory
New Rebellion was founded by Filip Ivanković after more than a decade in performance marketing across agencies and in-house teams. The pattern was always the same: businesses measuring what was easy instead of what mattered. Too much budget going to channels that couldn't prove their worth. Reports full of impressions and clicks but disconnected from revenue.
The agencies weren't fixing it. Most were incentivised to keep spending, not to question whether the spend was working. The dashboards looked good. The results didn't.
New Rebellion exists because that model is broken. We started with a different question: what if you could see the truth about your marketing before you spent a dollar on changing it?
What makes us different
We build the tools most consultancies don't have.
We built Lens, our marketing scorecard tool, to do what most consultancies do manually and slowly: pull real data from GA4, Search Console and Google Ads, score it against a proprietary benchmark database and surface exactly where the gaps are.
That database covers 500+ Australian businesses across 51 industries, scored on six dimensions of marketing performance. It's not a pitch deck number. It's an intelligence layer we've built over years that informs every recommendation we make.
Technology handles the diagnostic and benchmarking work. That means our people focus on strategy and execution instead of pulling reports and building spreadsheets. It also means every engagement starts with data, not opinions.
How we operate
No juniors. No account managers. No fluff.
Traditional agencies have layers. You brief an account manager who briefs a strategist who briefs a junior who does the work. By the time something ships, it's been diluted three times and nobody with real experience has touched it.
We don't work that way. Senior operators work directly on your business. The person on the strategy call is the person running the campaign. There's no telephone game between you and the work.
Everything ties back to commercial outcomes. Leads, revenue, cost per acquisition, lifetime value. If it doesn't move a metric that matters, we don't do it.
How we work
Three phases. One goal.
Lens
Start with the truth. We diagnose your marketing performance against your industry, surface the gaps and give you a clear picture of where you stand before a dollar is spent on changing anything.
Deliver
Senior marketing execution tied to outcomes. Campaign strategy, media buying, CRM flows, reporting dashboards. Every piece of work connects directly to leads, revenue or cost per acquisition.
Elevate
Fractional CMO embedded in your leadership team. Long-term strategy, board reporting and the compounding gains that come from data-driven improvements stacking up over 6 to 12 months.
Based in Melbourne. Working with businesses across Australia.
See where your marketing stands.
Get your scorecard with Lens. Benchmarked against your industry, scored across six dimensions.