About Looking to the future makes us ready for what’s coming

We build brands, transform businesses and change behaviours

Icon Agency is an independent creative communications firm offering integrated solutions for digital-era businesses, government departments and organisations.

An innovation leader, Icon has expanded over our 20-year history to offer end-to-end advertising, marketing, digital, PR and communication services.

We bring the disruptive thinking needed to thrive in today’s multi-channel world, combined with the ability to execute seamlessly across earned, owned, paid and shared media.

Proudly Melbourne born and bred, we’ve grown to a team of over 40 with offices in Cremorne, Sydney and Canberra.

Our innovative agency model is designed to leverage the power of connected teamwork. 

We are creatively driven thinkers, designers, technologists and communicators, embracing the pursuit of possibility to build brands and solve modern marketing challenges.

By understanding digital consumers, we craft full-service solutions that help clients transform and thrive.

Leadership team

Chris Dodds

Founder and Managing Director, Digital

Chris is a designer and digital strategist with more than 20 years' industry experience. He is a passionate technologist who has been at the forefront of numerous digital upheavals, including the desktop publishing revolution, birth of the web, online advertising, ecommerce, mobile platforms, apps, and the social media boom. Chris has been a key driver of Icon’s integrated model, using our extensive digital knowledge-base to inform and drive campaign strategy and implementation. He is a keen believer in allowing all divisions (PR/comms, creative, and digital) a 'seat at the table' when formulating our approach and deliverables, and believes in-house digital capabilities are needed for agencies to remain relevant and sought after by clients. Chris leads our talented web team as they build next-generation solutions, and is a member of RMIT University's Digital Media Program Advisory Commitee. 

Joanne Painter

Founder and Managing Director, PR

Joanne brings more than 25 years’ experience in journalism, public relations and digital communications. Prior to founding Icon with partner Chris Dodds, Joanne was an award-winning journalist and media commentator. After starting her career with News Limited, Joanne spent eight years with Fairfax’s The Age, first as education reporter then as national industrial correspondent and senior business writer. As a pioneer of digital PR in Australia Joanne leads a team of digital and social media experts skilled in designing and executing integrated PR and activation campaigns. Joanne is the Victorian Chairperson of the PRIA Registered Consultancies Group, a member of the Public Relations Institute of Australia and a member of the Australian Marketing Institute. In November 2016, Joanne was appointed a Fellow of the Public Relations Institute of Australia, and recently secured Icon Agency’s membership with the prestigious Public Relations Organisation International, an international partnership of independent PR agencies.

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, visual design and user-centred methodologies, Matt designs enriched digital experiences. He is passionate about helping brands communicate their story and do business online and believes in building seamless digital products through a deep empathy with the people he is designing for. Over the years, 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 brands such as Mondelez, Maurice Blackburn Lawyers, Kinetic Super, Murdoch Children’s Research Institute, The Royal Melbourne Hospital, Sustainability Victoria, and MyGuestList. 

Hazel Tiernan

Group Account 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 global integration communications, channel planning and strategic brand development, and an aptitude for managing and producing complex projects and creative campaigns. Her keen eye for detail and creative flair ensure seamless outcomes every time.

Ed Bechervaise

Creative Director

Ed is one half of the Creative Director team at Icon. He 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 has extensive experience working across government, not-for-profit, business-to-business and commercial sectors. Ed has headed agencies in Australia and more recently in Amsterdam. He’s also a prolific urban artist who brings his love of popular, niche and global culture to bear on his commercial work. His cutting-edge design, art direction and art world contacts mark him out as a style leader in his own right. At Icon, Ed has taken a leading role in creative brand building, TVC and advertising projects for clients including Sustainability Victoria, Yarra Trams, State Trustees, Vic Roads, NSW Farmers, the Federal Attorney-General’s Department, and the Victorian Department of Justice.

Gerard Roche

Senior Digital Producer

Gerard has over 20 years’ experience working in digital production, with 12 of those spent working as a digital production lead. At Icon, Gerard liaises with the Creative Directors and studio to manage the design and production of all digital campaigns and projects. He is responsible for projects from design through to delivery, and deftly oversees web development, IA and UX. He holds a Bachelor of IT from Monash University and Agile Certification from PMI-ACP.