Original Audio launches with tech-first model to boost campaign effectiveness

A new player in the audio ad space is promising to reshape how agencies think about sound.

Enter Original Audio, launched by Creative Fix founder Aaron Matthews and NOVA Entertainment's Adam Johnson, is positioning itself as Australia's first AI-enhanced audio creative agency, built to bridge the gap between creativity and performance.

Bringing AI into the creative mix

At the heart of Original Audio's offering is personalisation at scale.

The agency has inked an exclusive deal with AI audio platform AudioStack, giving it unique access to tools that generate dynamic, data-responsive ads designed to deliver the right message at the right time.

Distribution and creative optimisation will be powered by Frequency's infrastructure, allowing campaigns to scale and adapt in real time.

"This is different," Johnson told Mediaweek, following a very sleepless night ahead of today's launch.

"We feel agencies haven't fully embraced what tech can do for audio. There's so much global innovation, mainly out of the US and Europe, but we're here to show the local market how data and creative can work harder together."

Not less work... just more output

While AI is central to Original Audio's strategy, the focus isn't on automation, it's on amplification.

Matthews explained: "It's not about writing a script and tweaking a few versions. It's about creating thousands, even hundreds of thousands, of iterations that are contextually relevant. AI becomes the engine for creative scale, not a replacement for human craft."

Voiceovers, Matthews stressed, will remain human. "Brands still want authenticity. We're using AI to enhance, not replace, what great voice talent already delivers. Think of it as a hybrid model: real voices supported by real-time, AI-informed decision-making."

A partner for agencies

The goal isn't just to make ads sound better, it's to elevate audio's place in the media mix.

"We don't think agencies think about audio enough," Johnson said. "Whether it's a creative agency building assets or a media agency planning the schedule, our role is to ensure the audio component is just as creatively powerful and performance-driven as every other channel."

Both founders bring deep industry credentials: Matthews from the BBC and Global Capital in the UK, and Johnson from a decade across NOVA and Global Media, bridging creative and commercial strategy. Together, they’re making a pitch to agencies: don’t just buy audio... build with it.

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