Paul Murphy, the former managing director of iProspect who took a redundancy from Dentsu in December is launching full-funnel media agency, Kookaburra Riot.

The new agency will offer media consulting services under the leadership of Murphy, a seasoned professional with over 28 years of experience in advertising. The agency is designed to work as an extension of a marketing team and can operate alongside current agency arrangements as a short-term partner.

According to Murphy, "Today the industry is being buffeted by change on all sides, by technology, the economy and evolving cultural shifts that are impacting staff, clients and customers alike. Kookaburra Riot is built on the belief that the most important asset that agencies can offer clients in this climate today is seasoned and experienced professionals".

Kookaburra Riot aims to assist businesses challenging the established players and norms in the market. Murphy says the agency is not asking clients to conform to their briefing templates or into a rigid process, but rather aims to inspire clients with strategies for media-led business growth.

"Launching an agency is equal parts exciting and scary. I have to thank all of my colleagues and friends in the industry for encouraging me to take the plunge. It has always struck me as odd that we ask clients to take risks, if we are not willing to do it ourselves. This is a wonderful opportunity for me to give back to clients and hopefully build a business that people want to bring their best selves to and create real value for clients", Paul added.

Murphy believes that the current market conditions present an opportune moment for the launch of a new agency. "There is never a perfect time to launch an agency, but there has also never been a better moment than now. I am excited to be launching an agency that isn’t asking clients to conform to our briefing templates nor into a rigid process we are structuring ourselves to deliver, using technology we have built, and are now finding ourselves locked into. Now is the time for us to take the lead and inspire our clients with strategies for media led business growth", he said.