Unmade: media and marketing analysis
Unmade: media and marketing analysis
The Unmakers: Fabulate it - How an Australian tech platform is helping brands manage big influencer campaigns

The Unmakers: Fabulate it - How an Australian tech platform is helping brands manage big influencer campaigns

Welcome to an audio-led edition of Unmade. Today we’ve an episode of our series focusing on industry startups, The Unmakers. We talk to the co-founders of fast growing influencer platform Fabulate. And further down, mixed fortunes on the Unmade Index.

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Ben Gunn and Nathan Powell on Fabulate’s five year push into the technology of influencer marketing

LR Ben and Nathan

A noticeable trend in adland is that nobody is making it big by starting another media company or advertising agency.

However, those working inside the legacy players have been perfectly placed to understand the problems of brands and publishers, and work out how to solve them. The technology based solutions have the ability to scale globally in a way that media offerings and agencies do not.

Recent examples include media mix modelling platform Mutinex, started by WPP staffers Henry Innis and Matt Farrugia; micro influencer platform Tribe started by then 2Day FM presenter Jules Lund, and retail media platform Zitcha, which span out of media agency Hatched.

A further example which deserves a higher profile is Fabulate, whose founders include former Nine staffers Ben Gunn and Nathan Powell, along with Toby Kennett. Today’s podcast focuses on the Fabulate story.

Five years on, Fabulate barely counts as a start up any more. It employs more than 50 staff and manages campaigns to the value of millions of dollars. In the conversation, chief revenue officer Gunn and content and strategy boss Powell are cagier about revealing the platform’s own direct revenue, but they drop some hints.

In March, Fabulate was named best influencer marketing technology service by AiMCO (the Australian Influencer Marketing Council).

With its roots in text-based branded content, Fabulate is now deeply in the short form video influencer space, including TikTok, Instagram Reels and YouTube. The platform connects influencers to brands and manages workflow for marketing campaigns. It is also planning to gear up around LinkedIn influencers.

Along with being integrated into IPG Mediabrands’s Kinesso social offering, Fabulate is working with almost all Australia’s influencer agencies, as well as major PR agencies including Edelman.

The wide ranging conversation - which is part of Unmade’s ongoing The Unmakers series - covers Fabulate’s first five years, an overview of the fast changing influencer sector, and insights into where the company goes next.

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Previous episodes of The Unmakers:

Unmade Index flat as TV networks look up

The Unmade Index battled itself into equilibrium on Wednesday, with broad falls across most of the list counterbalanced by improvements from Nine and Seven West Media.

With the index moving up by just 0.2 points to 546.1, Nine did much of the heavy lifting, rising by 1.3%, while Seven was up 2.5%.

Meanwhile Ooh Media, IVE Group, ARN Media and Southern Cross Austereo all slumped.

Today’s podcast was edited by Abe’s Audio, the people to talk to about voiceovers, editing and production.

Time to leave you to your Thursday.

We’ll be taking a one-day publishing break tomorrow.

I’m in Sydney today at the Australian Associational of National Advertisers Reset conference (one question I’m considering: is the “growth” theme of the event in keeping with the mood music around sustainability? Your thoughts please.)

And tomorrow afternoon I’m jumping on QF1 to London for Advertising Week Europe. It looks as though the upgrade gods have not smiled upon me. Saturday’s Best of the Week will be brought to you from deep in the bowels of the cheap seats.

Have a great day.


Tim Burrowes

Publisher - Unmade


Unmade: media and marketing analysis
Unmade: media and marketing analysis
Media and marketing news with all the in-depth analysis, insight and context you need.
Unmade offers industry news from an Australian perspective, from the founder of Mumbrella and the author of the best-selling book Media Unmade, Tim Burrowes