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Our people, with purpose.

Icon is a diverse team of over 80 people with a common purpose.

We work across creative, digital, web, content, PR and communications to deliver positive outcomes and change behaviours.

Founded in 2002, our model is adapted to the disruptive forces reshaping modern marketing and communications: the declining influence of paid media; direct-to-consumer brand marketing; the rise of ecommerce; and the experience economy.

Icon is a 100% Australian-owned and based SME. Our revenue remains within Australia to support local jobs and innovation.


Strategic and interdisciplinary, we understand the new communications landscape. Our model is purpose-built to create a seamless experience and powerful brand narrative across all channels. 


A diverse group of creators, thinkers, writers and technologists unified by respect and excellence.


  • 80+ diverse professionals

  • 5 integrated teams

  • Production capabilities

  • Founder led


We've been around the block a few times and are still leading the pack.



Offices in Melbourne, Sydney and Canberra plus a full service production studio.


Partner network

Thinking bigger than Australia? Our global network gives you access to over 90 agencies.

Partner network

  • Global PROI partner

  • LOTE

  • Able Australia

  • AMI

  • YoungBloods

  • Winangali


When great people and higher purpose come together

At Icon, everything we do, every single day is about people. Because in our agency, people will always come first, whether they are our own or those we work for.

And, with a focus on people, comes a passion for purpose and a promise to have a positive impact on those people’s lives, wherever they are on their journey, and minimise harm to the planet.

We use technology and humanity in equal measure to best serve our clients’ needs and solve complex communications problems.

We are communicative and collaborative which helps us produce integrated, end-to-end results that work.

We're for people, with purpose.

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Icon Office


Joanne Painter

Joanne Painter
Group Managing Director

As Group Managing Director, Joanne leads the Icon team across three Australian offices, driving the company’s strategic growth agenda while continuing to nurture our purpose-driven culture. Since 2017 she has spearheaded Icon’s national expansion program, opening our first interstate office in Canberra followed closely by Sydney.

With 25 years of experience in communications, Joanne is a recognised leader in Australian public relations, serving on several industry boards and the national Board of the Public Relations Institute of Australia.

With a proven track record in strategic communications, Joanne consults widely to business owners, Directors and the C-Suite on change management, media strategy, creative integration and behaviour change.

Chris Dodds

Chris Dodds
Managing Director, Digital

Chris heads Icon’s digital division, drawing on his business acumen and passion for all things tech to forge one of Australia’s leading user experience and web development teams.

Based in Melbourne, Chris started his career in graphic design before completing a Masters Degree in Digital Media at RMIT University. Since founding Icon in 2002, he has helped build and guide the agency’s integrated service model – combining creative, digital and PR thinking into a cohesive team driven by respect and innovation.

Chris is a member of RMIT University's Industry Advisory Committee, and a board member of Express Media – a NFP dedicated to developing, supporting and promoting young writers.

Leadership team


Fiona Forbes
Director of Communications and Public Relations

A highly experienced senior communications executive with over 30 years’ experience in public and corporate organisations, Fiona has worked in various industry sectors including Health (Australia and UK), Transport, Education, Finance, Private Health Insurance, Energy and Tourism.

At Icon, Fiona leads the Communications and Public Relations practice, with deep expertise and capability in designing communications and engagement strategies to assist organisations undergoing major reform and cultural change with a focus on reputation and engagement activities.

Prior to joining Icon, Fiona was the Managing Partner of the Corporate and Government Practice at Ogilvy Public Relations and led many State and Federal Government projects.


Hazel Tiernan
Integrated Client Services Director

Over her 20-year account service career, Hazel has worked with many iconic global and Australian brands including Solo, Sunkist, Starburst, Diners Club, ANZ and Whiskas. In 2006, Hazel drove the global integration of the Pedigree Petfoods brand positioning across Europe, USA and Australia. More recently, Hazel has led our team to launch new integrated creative platforms for the 2017 National Gun Amnesty, Sustainability Victoria, VicRoads, Yarra Trams and Brimbank City Council.

She has a deep understanding of integrated communications, channel planning and strategic brand development, and has an aptitude for managing and producing complex projects and creative campaigns. Her keen eye for detail and creative flair ensure seamless project outcomes for Icon's creative clients.

Matt White

Matt White
UX Design Director

Matt is an award-winning UX design lead with two decades of experience in Australia and the UK. With a deep understanding of digital branding and visual design, Matt designs enriched digital experiences based on user-centred principles. He is passionate about helping brands communicate their story online, and believes in building seamless digital products through championing the people he is designing for.

Matt’s design work has received many awards and accolades including the AWWWARDS, CSS Design Awards, AMI and Golden Target Awards. He has led UX design for clients such as the Department of Defence, Air Force, Mondelez, NDIS, Maurice Blackburn Lawyers, Artbank, ABCC, ASEA, iSelect, Kinetic Super, MCRI, The Royal Melbourne Hospital, Sustainability Victoria, and MyGuestList.

Photo of Andrew North

Andrew North
Creative Director

Andrew is a brand strategy and campaign specialist able to deliver ideation and execution of campaigns across ATL, digital, social media, direct response and event activations. He brings an abundance of experience having delivered creative campaigns for some of Australia’s biggest brands such as Qantas, ANZ, Target, Vodafone, Nissan, Mercedes Benz, as well as a keen passion for integrated campaigns.

Andrew has extensive experience working across digital strategy, advertising, integrated marketing, marketing, and digital marketing. His friendly and energetic character makes him a pleasure to work with, for colleagues and clients alike.

Gerard Roche

Gerard Roche
Chief Operations Officer

Gerard has over 20 years of experience managing large-scale projects and teams. He has an MBA with distinction and is certified in multiple project management methodologies, including Agile and Waterfall.

He has in-depth knowledge of business and financial processes that have helped deliver complex transformation projects for Mondelez, Maurice Blackburn Lawyers, the Department of Defence, the Victorian Bar Association, the Royal Australian Air Force, and the NDIS.

With a balance of user-first principles, client focus and business acumen, Gerard works across all areas of the Icon business to improve our processes, systems and delivery methodologies. Through a lens of sustainability, he is helping Icon fulfill its purpose of making the world a better place for people and communities.

Dr Jason Guo

Dr Jason Guo
Solution Architect and Technical Lead, Canberra

Jason is a highly skilled solution architect and developer who has been designing, developing and supporting open-source solutions since 2004.

He has extensive experience working in public and private sector organisations as a senior manager, solution architect, technical analyst, developer and electrical engineer.

Jason has managed web operations for both Federal government and private organisations, and managed development teams using agile methodologies. He has been actively involved in Drupal development for government, including web accessibility reviews and solution design.

Mark Forbes

Mark Forbes
Director of Reputation

Mark is a Walkley-award winning journalist and former Editor-in-Chief of The Age in Melbourne. He has also worked at Four Corners and Channel Seven, in the Federal and State parliament press galleries and as an overseas correspondent.

Mark brings almost 30 years of success at the highest levels of communications practice to his strategic communications services, including issues management, crisis management, interview coaching and media relations.

Specialising in reputation building communications strategies, he has raised the profile of major companies, guided global manufacturers through controversial issues and assisted CEOs enhance their reputations.