Independent media strategy — no sales agenda

Get an independent strategist, not another sales rep.

We make sure your ad spend is working before you spend it.

Most businesses only hear from people selling ad space. I don't sell media — I tell you where your money actually works. TV, radio, online, billboards, print, in-store signage — every medium is on the table. Every strategy is built for your business, not a template. Most clients identify $300–$800/month in wasted ad spend in the first session.

See Packages & Pricing How it works ↓

25+

Years experience

Nationwide

48hr

Turnaround

Commissions or lock-ins

The problem with most advertising advice? It comes from people selling you ad space.

Radio reps push radio. TV reps push TV. Digital agencies push digital. Everyone's got something to sell. I don't sell media space. I don't take commissions. I look at your business, your audience, and your budget — then tell you what actually works. Sometimes that's social media ads. Sometimes it's a letterbox drop. Every business is different.

⚖️

Truly independent

No media inventory. No commissions. No allegiance to any platform or sales rep. My only job is to tell you what works.

🎯

Every medium on the table

TV, radio, social media, digital, billboards, print, online, in-store signage — I assess them all and recommend the right mix for your business.

🔧

Custom to your business

No two businesses are the same. Your strategy is built from scratch around your goals, audience, location, and budget.

AI-Assisted Strategy

Smarter tools.
Better strategy.

I also advise on how and when to use AI in your business and marketing — and integrate it where it genuinely improves results.

Faster Testing

Shorten the gap between running an ad and knowing if it works — less wasted budget.

Sharper Targeting

AI audience tools find customer segments your competitors aren't using yet.

Scaled Creative

Test more variations without increasing time investment or burning budget to learn.

Built for businesses like yours

You know you need to advertise. You just need someone independent to show you where.

Local & regional businesses

You're getting pitched by every rep in town. You need someone who'll look at everything and tell you where your money is best spent.

Franchise & multi-location

One-size-fits-all doesn't work across locations. You need a media strategy that adapts to each market.

Growing businesses

Past the DIY stage but not ready for a full agency. You need expert media strategy on demand — across all channels, not just digital. Wherever you're based in Australia, I've worked markets like yours.

Two clear options. No surprises.

Independent strategy and recommendations, built by a 25-year media veteran. Delivered in days.

Strategy Pack

$597 one-time

A complete, independent media strategy for your business. Which mediums, which audiences, what messaging — all in one pack.

30-minute strategy intake call
Full media assessment — all channels reviewed
Recommended media mix for your budget
Ad copy and messaging direction
Audience targeting recommendations
Website review — usability & conversion
Delivered in 48 hours

Book a Call

How it works

Quick Intake

30 minutes. I learn your business, your audience, what you've tried, what's being pitched to you, and where the gaps are.

Independent Assessment

I assess every relevant medium — not just the ones I like — and build a strategy around what will actually move the needle for your business.

Deliver & Launch

You get a complete strategy pack with media recommendations, ad copy, and targeting. Ready to brief suppliers or run yourself.

How this compares

What you're actually choosing between.

	Ad Strategy Lab	Media Rep / Agency
Independence	No media to sell. No commissions.	Sells their own inventory
Mediums covered	All — TV, radio, social, digital, billboards, print, online, in-store	Usually 1–2 channels
Monthly cost	From $597 one-off	$3,000–$10,000/mo
Lock-in contract	None	3–12 months typical
Who does the work	25-year media veteran, directly	Junior account manager
Turnaround	48 hours	2–4 weeks
Custom strategy	Every brief, from scratch	Often templated

About Mick Diffey

25+ years in media buying and advertising strategy across TV, radio, social media, digital, billboards, print, and online. I've worked agency-side, client-side, and built my own global media businesses. Over 25 years, I've put marketing into every corner of Australia — metro, regional, and everywhere in between.

Ad Strategy Lab exists because most growing businesses deserve independent media advice but can't access it. The only people knocking on your door are selling their own products. I'm not. I look at your business, assess every option, and tell you where your money will get the best return. It doesn't matter where your business is based — strategy works the same whether you're in Sydney CBD or rural Queensland.

Common questions

What happens after I get the strategy?

My core focus is strategy — that's where I add the most value and where most businesses are losing money. I give you the complete plan: which mediums, which audiences, what messaging, and how to spend your budget. Most clients take that and run with it themselves, brief their team, or hand it to a supplier. If you need help with execution or want to explore ongoing management, we can talk about that on the call.

Do you only cover digital advertising?

No — that's the whole point. I assess everything: TV, radio, social media, digital, billboards, print, online, in-store signage, direct mail. I recommend the channels that will actually work for your business, not just the ones that are trendy.

I'm only spending $500/month. Is this worth it?

Especially then. Small budgets need sharper strategy — you can't afford to put money in the wrong places. A one-time strategy pack can redirect your spend to channels that actually deliver.

How are you different from an agency?

Agencies typically specialise in one or two channels and charge monthly retainers with lock-in periods. I'm independent — I don't sell media space, I don't take commissions, and I assess every channel objectively. You get strategy directly from a 25-year veteran, not a junior account manager.

Can I cancel the retainer at any time?

Yes. No lock-in, no exit fees. If you're not getting value, you stop. Simple.

What if I've already been pitched by a media rep?

Good — bring their proposal to the intake call. I'll give you an honest, independent assessment of whether it's the right spend for your business. No agenda, just a straight answer.