MAXMEDIALAB, Australia’s trailblazing full-service luxury media agency, proudly commemorates 15 years of shaping the local media landscape, delivering first-to-market campaigns, measurable results, and unrivalled brand storytelling for the world’s most celebrated luxury names.
Founded in 2011 by CEO and industry pioneer Lynette Phillips, MAXMEDIALAB was built on a distinct vision: a fully integrated 360° model that unites media strategy, global communications, digital optimisation, brand experiences, social media management, and talent partnerships. In the 15 years since, the agency has become the benchmark for innovation in the Australian media landscape, executing memorable work for remarkable brands.
With a client roster spanning the full breadth of luxury, fashion, beauty, horology, automotive, and lifestyle, MAXMEDIALAB has proudly acted as brand guardians for reputable names including Audemars Piguet, Hermès, Giorgio Armani, Ralph Lauren, Paspaley, Jaguar Land Rover, Luxasia, Haus Labs by Lady Gaga, and La Prairie, among others.
Over 15 years, MAXMEDIALAB has produced landmark cultural and commercial moments that have set the standard for luxury brand activations in Australia, including Paspaley x Vogue Forces of Fashion and the Australian launch of brands such as Haus Labs by Lady Gaga and Fenty Beauty by Rihanna. These campaigns reflect MML's ability to connect premium brands with wider global audiences through aligned media, creator talent, and innovative activations.
MAXMEDIALAB’s commitment to excellence has earned consistent recognition across the Australian and international stage. The agency has been named Winner of the World Luxury Award for Perfume & Cosmetics Public Relations for the Fenty Beauty by Rihanna anniversary event, as well as a Finalist for Audi Australia. CEO Lynette Phillips has also been named to Luxury Daily's Luxury Women to Watch, the only Australian to receive this distinction, in recognition of her expertise in brand strategy and her ability to keep luxury brands relevant and compelling in an ever-evolving media landscape.
Most recently, MAXMEDIALAB is proud to announce a Finalist nomination at the 2026 Golden Award of Montreux for the Australian launch of Haus Labs by Lady Gaga.
Lynette Phillips, Chief Executive Officer of MAXMEDIALAB, 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. Today, I’m incredibly proud of the team we’ve built and the moments we’ve created. The next chapter is our most exciting yet.”
Discover more about MAXMEDIALAB at www.maxmedialab.com and on social media @MAXMEDIALAB.
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