Most marketing spend is wasted because most marketing isn't measured properly.
What if you could see the truth about your marketing before you spent a dollar on changing it? That's the question New Rebellion was built to answer.
The gap
Two sides. One blind spot.
- -Campaign reports full of impressions and clicks
- -Optimisation toward platform metrics
- -Monthly decks that look good to non-marketers
- -Recommendations tied to their retainer scope
- -Attribution models that favour their channels
What agencies deliver
- -Campaign reports full of impressions and clicks
- -Optimisation toward platform metrics
- -Monthly decks that look good to non-marketers
- -Recommendations tied to their retainer scope
- -Attribution models that favour their channels
What businesses need
- -Clarity on which spend drives revenue
- -Acquisition cost tied to customer lifetime value
- -Honest assessment of what's working and what isn't
- -Recommendations tied to commercial outcomes
- -A benchmark: how do we compare to our industry?
New Rebellion sits in the middle. We've worked both sides, so we bridge the gap between what agencies report and what businesses need to know.
Two paths
Do it yourself, or bring us in.
Either way starts with the same data. The same benchmark. The same honest read on where you stand. The difference is who does the work after that.
Hub
Connect your GA4, Search Console and Google Ads. Get scored across 6 dimensions, benchmarked against 700+ Australian businesses across 70+ verticals. One prioritised action per month. Not a dashboard. A co-pilot.
Create your HubConsulting
Senior operators working directly on your business. Strategy, execution and reporting tied to commercial outcomes. Same benchmark data, same scoring. But with experienced people turning the diagnosis into results.
Book a callWant to see the data first? Explore Atlas — 70+ industries, every business scored by real analysts.
The benchmark
Six dimensions. One score.
Every business we score is measured across 6 dimensions of marketing performance. Each one is weighted by industry and benchmarked against real data from 700+ Australian businesses across 70+ verticals.
Pick an industry
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.
We build the tools most consultancies don't have. Hub does what most consultancies do manually and slowly: pull real data, score it against a proprietary benchmark database and surface exactly where the gaps are. Technology handles the diagnostic work so our people focus on strategy and execution.
The founder
Filip Ivanković
Founder
Over a decade on both sides of the table. Client side: $40M budgets, 30% growth on a $200M revenue base across five national brands. Agency side: $10M+ in paid media across automotive, FMCG and major sporting organisations. He's been the one delivering the reports and the one reading them. That gap between the two is where New Rebellion lives.
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. The agencies weren't fixing it. Most were incentivised to keep spending, not to question whether the spend was working.
Studied sociology at Monash, which turns out to be more useful in marketing than most marketing degrees. Understanding how people actually behave matters more than knowing which buttons to press in an ad platform. Currently completing the Company Directors Course with the AICD because the goal was always to connect marketing to commercial outcomes at the board level, not just the campaign level.
Built New Rebellion from scratch to prove a thesis: if we can benchmark your marketing against 700+ Australian businesses before you spend a dollar, imagine what happens when we are actually working on it.
The path
Agency. Client. Then both.
Founder and Director
New Rebellion
Built NR from scratch to bridge the gap between what agencies deliver and what businesses actually need. Marketing intelligence consultancy serving mid-to-large Australian businesses.
Chief Marketing Officer
GOTAFE
Led a 50-person team across marketing, comms, media, events, partnerships and sales through a key transition period.
Head of Marketing
OES (SEEK Growth Fund)
$40M budget. Five national brands. 30% growth on a $200M revenue base. Reshaped media, data and creative systems for performance.
Head of Performance
Engage Digital Partners
Helped grow a UK agency's Australian office to 30 people across three cities. A-Leagues, VRC, Collingwood FC, Rugby Australia.
Performance Director
Online Circle Digital
$10M+ in paid media. Mercedes-Benz, Daimler, Mondelez, Barilla. Business acquired in 2019.
Various Roles
CHE Proximity, AdRoll, 100 Burgers Group
Strategic projects for Telstra. Helped launch AdRoll's Melbourne office. Built digital capability across a hospitality portfolio.
How we work
Anchor. Deliver. Elevate.
Anchor
Deep diagnostic. We pull real data from your analytics, search, ads and competitive landscape, score it against 700+ Australian businesses and surface exactly where the gaps are. You know 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 you stand.
Connect your data, get benchmarked against your industry and get a prioritised roadmap. No credit card required.