About New Rebellion
The rebellion is against guessing.
I watched good businesses spend real money on gut feel for well over a decade. New Rebellion is what I built instead of accepting it.
Filip Ivanković, founder. The story runs in four short chapters.
Chapter 01
Well over a decade in the machine
I have sat in both chairs. Agency side, I wrote the reports. Client side, I received them. Three scenes. In each one, keep scrolling and the second chair answers the first.
I built the decks.
Performance teams across automotive, FMCG and major sporting brands. More than A$10M of paid media through my hands. The monthly decks took days and looked immaculate. They were written to be approved, not understood.
Then I received them.
A$40M budget across five national brands. The decks landed tidy and confident, and could not answer the one question I actually owned. Is any of this working?
Platform questions.
In agency reviews we talked CPCs, impressions and engagement rates. Metrics chosen because they were easy to pull, not because anyone could run a business on them.
Business questions.
In board meetings the questions were different. What drove revenue this quarter. Where should the next dollar go. Nothing in the reporting stack spoke that language, so I translated by hand, month after month.
The same gap.
Finance had its numbers. Sales had its pipeline. Operations had its dashboards. Marketing had a deck and a feeling. I watched it from every seat in the room.
The data was always there.
Every click, call and sale was being generated and passed between platforms all day long. Almost none of it was being kept, connected and read. The context that explains what drives outcomes kept evaporating in transit.
Chapter 02
There was no breaking point. Just the same observation, on repeat, for well over a decade.
Every business already made the data to answer its own questions. Every click, call and sale, generated all day, passed between platforms, and never kept. So the context linking actions to outcomes evaporated, and everyone kept guessing, politely calling it strategy.
The better way is almost embarrassingly simple: every number in one room.
The room keeps everything it sees, so it learns from every campaign, every result, every decision. I built it as the thing I needed in my own chair: live campaign management, financial reporting, board reporting, the small jobs automated away. Then I realised every business I had ever worked with needed the same room.
Rebellions are named for what they refuse. This one refuses guessing.
Chapter 03
The rules of the room
New Rebellion runs on a short list of non-negotiables. They are the difference between us and the model we walked away from. Watch the lights come on.
Every decision, informed.
Recommendations trace back to data you can interrogate. When a call still needs judgement, we say so, then measure what happens.
One room per client. Never a template.
Your operating system is built around your numbers, your channels and your language for success. Nobody else's.
We design, build and run. We stay in the room.
No hand-off to a junior team after the pitch. Senior operators and AI work your room every day.
The room remembers.
Every campaign, result and decision feeds the next one, so the system is smarter every month it runs.
We show. We never claim.
No invented case studies, no borrowed logos. We are building working demo rooms you can walk into and interrogate yourself.
Chapter 04
What it became
New Rebellion is a marketing systems studio in Melbourne. We design, build and run marketing operating systems for mid to large Australian businesses. One room per client. Everything in the same place. Learning that compounds.
A glimpse of one room. Fictional client, real seeded data.
Two demo rooms, building in the open
Working demos of the live dashboard. Opens 26 November.
Sociology, not ad platforms
I studied sociology at Monash. Why people behave the way they do turns out to matter more than which buttons to press in an ad account.
Boardroom fluency
I am finishing the Company Directors Course with the AICD, because marketing only matters when it connects to commercial outcomes at board level.
Based in Melbourne. Working with businesses across Australia.
See where you stand.
We benchmark your marketing against your industry, find the gaps and build a plan you can act on.