Full-service media agency, Awaken, has marked its tenth anniversary with a suite of new client wins including Ray White, the Sofitel Sydney Wentworth, and Blooms Hearing.
The Sydney-based agency is celebrating a decade in business this year, championing itself as a growth partner for clients and a fast growing media business.
Having shifted its focus away from being a service provider to being a true partner for clients, the agency has forged ongoing relationships with brands including Panasonic Australia, Proximo Spirits, Pier One, City of Newcastle and Opal Healthcare. So much so, that the past five years have reportedly seen a 1,825% increase in revenue, demonstrating its impact in market and growth from its humble beginnings.
Now, it has welcomed eight new clients – Ray White, Delaware North/Melbourne Cricket Ground, Blue Cross, Blooms Hearing, WS Audiology, WagePay, Revolution Aerospace, and The Sofitel Sydney Wentworth.
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The Awaken team
“I’m incredibly proud of what we’ve built at Awaken. From the outset, our goal has been to create work that is meaningful and helps brands better connect with their audiences,” said founder and CEO, Chris Parker.
“Over time, we’ve found our sweet spot, working with challenger brands to help create lasting, memorable impressions and build relationships that endure. Staying true to our original mission has been pivotal to our success, allowing us to grow our digital work and client base.
“After 10 years of running an agency, I can say it’s not all rainbows and sunshine. There are sleepless nights, moments where you wake up at 2am in a cold sweat, pacing the halls and stressing over the details. There are stretches where all you can think about is a problem, and sometimes, it just sucks – the weight of everything can be overwhelming. But for all the hard days, the good days far outweigh them.”
He said the past 12 months has been one of the most challenging periods for the agency, but looking forward, he is confident in the future.
“The past year has been particularly challenging. We’ve watched clients drastically cut budgets, consumer confidence dip to unprecedented lows, and spending in key categories significantly slow. And while we’ve continued to win new clients and managed to retain staff, it’s felt like a race to just stay on pace. We’ve had to work harder than ever to preserve our momentum and maintain our position in-market,” he explained.
“Despite 2024 feeling like a sprint to stand still, I believe we’re positioned for a better year ahead. Indicators are pointing towards easing interest rates and a potential return in spending, which are likely to bring growth – but not as we’ve seen it before. Agencies have had to get creative, with different marketing and advertising approaches to reach audiences, and these are really set to shake up the landscape in the years to come.”
Also looking to the future, Parker wants to give back to the community with one of Awaken’s core 2025 focuses being on mental health. With this in mind, he has launched Awaken Yoga, a YouTube channel offering free yoga classes.
“This feels like my way of giving back – sharing something that has helped me.
“If I can hold space for just one person to explore yoga and find a little more peace or calm in their life, then that would be incredible. It may seem like a healthy midlife moment, but it’s something I’m deeply passionate about and excited to share as I move forward.
“Our industry faces an enormous amount of pressure – from our clients, from budgets, from trying to find balance – and it’s vital that we support the people around us. Finding a way to navigate these challenges is essential, and I’d encourage all business owners to find something that helps bring them a sense of peace and balance – and share it with their people.”
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