Archetype

We turn brands into publishers



Archetype is a publisher, production studio and media network. We’re what you get when you join namesake network Archetype Media, creative agency Single Double, strategy agency Less and More, mastheads Acclaim and Tempo, and Complex Australia.

What we do best is help brands act more like publishers and less like advertisers. We don’t pitch ideas just because we like them; we put our heads together because we want to make things that matter to people—and to us. We prefer outcomes to outputs, homing in on the partnerships and projects that spur long-term rewards not just short-term scores. And we know how to turn a community’s attention into value and continuing relationships.

We are Archetype. Let’s work together.

Meet our people



Andrew Montell



Andrew began his media career hand-distributing his hip-hop zine Out4Fame to local record stores, which led him to hosting a radio show, organising tours, managing artists—and, in 2006, launching Acclaim. He’s since produced Carbon Festival—an annual conference of contemporary style, design and culture—as well as campaigns for brands from Hennessy to Mercedes-Benz. In 2013, and joined by Frunch a year later, Andrew founded Archetype Media to represent Complex Media in Australia.

Frunch Nazzari



Frunch helped put Australia’s creative communities at the top of the bill by co-founding The Thousands city guides. He was the managing director of Right Angle Studio, is the current managing director of Rooftop Cinema and The Good Copy, and has steered digital agencies and start-ups including Archetype Media, alongside Andrew, and Single Double, alongside Melissa. Frunch co-founded running-culture journal Tempo in 2017, and he serves as the communications chair for the Entrepreneurs’ Organization’s Melbourne chapter.

Melissa Ross



Melissa started out in management consultancy before moving into senior roles at media and creative agencies in London, New York, Tokyo and Melbourne, developing strategies for global brands including Coca-Cola, Shell, Renault, Adidas, Microsoft, P&G, Diageo and Unilever along the way. With Frunch, Melissa co-founded Single Double and Less and More, and she’s a director of The Good Copy. She now leads the business and brand strategy for Archetype and our clients.

Will Hayward



Will was CEO of Joe Media, the UK’s leading digital publisher, before joining us. He’s served as Dazed Media’s CCO and as vice-president of Europe for BuzzFeed, where he oversaw commercial operations across London, Germany, France and Spain. He’s been recognised on the Drum’s annual Digerati list, a celebration of 100 of the UK’s most influential people in digital media and marketing, and, until his move to Melbourne, he was on the advisory board of Social Media Week London. He now sits on the board of the Wheeler Centre.