Agency highlights Hermès, Armani, Paspaley and Fenty work

MAXMEDIALAB is marking 15 years in business after building a client list across luxury, fashion, beauty, horology, automotive and lifestyle in Australia.

CEO Lynette Phillips founded the agency in 2011. She built it around a 360° model that combines media strategy, global communications, digital optimisation, brand experiences, social media management and talent partnerships.

Over those 15 years, MAXMEDIALAB has worked for Audemars Piguet, Hermès, Giorgio Armani, Ralph Lauren, Paspaley, Jaguar Land Rover, Luxasia, Haus Labs by Lady Gaga and La Prairie.

The agency has produced campaigns including Paspaley x Vogue Forces of Fashion and the Australian launches of Haus Labs by Lady Gaga and Fenty Beauty by Rihanna.

Those campaigns linked premium brands with wider global audiences through media, creator talent and activations.

Haus Labs and Fenty awards

MAXMEDIALAB has also won recognition in Australia and overseas. It won the World Luxury Award for Perfume & Cosmetics Public Relations for the Fenty Beauty by Rihanna anniversary event.

The agency was also a finalist for Audi Australia. Most recently, it received a finalist nomination at the 2026 Golden Award of Montreux for the Australian launch of Haus Labs by Lady Gaga.

Luxury Daily named Phillips to its Luxury Women to Watch list. She was the only Australian to receive that distinction.

Phillips said: “Fifteen years ago, we set out to build something that didn’t exist in Australia, a true 360° media agency with the depth, data, and creative ambition to partner with the world’s leading luxury brands.”

MAXMEDIALAB describes its work around measurable results, first-to-market campaigns and brand storytelling for luxury names.