Bonfire

Eight members of the Bonfire team have been promoted, and we could not be prouder of each of them.

Madison Forward has been promoted to Performance Media Team Leader after ten years at Bonfire. Madison excels at leading and supporting those around her, and she'll manage and mentor the Performance Media team in her new role.

Madison shares: "I'm excited to bring a fresh perspective and new ideas to the team, and am ready to help our clients grow."

Rob Di Giovanni has been promoted to Head of Marketing. Rob steps into a more strategic role on our leadership team, overseeing Bonfire's marketing activities and strengthening how we capture and share the breadth of our work.

Rob shares: "The best marketing I've done is hard to separate from the relationships behind it. Understanding is what produces clients who trust your judgement and customers who come back without being chased."

Simon Bruno has been promoted to Data and Analytics Lead after nearly five years at Bonfire. Simon brings close to a decade of experience in SEO, analytics and digital marketing strategy to this role.

Brodie McMaster has been promoted to Performance Strategy Lead. Based in our Melbourne office, Brodie has become a key driver of strategic thinking across Performance Media, consistently focusing on innovation, growth opportunities and improving the processes that help our team perform at their best.

Anastasia Sipsas has been promoted to Senior Account Executive after five and a half years with the agency. Anastasia has led some of Bonfire's largest accounts with ease and care throughout her time with the team.

Brayden Zuin has been promoted to Senior Performance Media Specialist. Over the past three years, Brayden has made an impact across Bonfire's key client partnerships, consistently delivering remarkable results and helping drive meaningful performance.

Brayden shares: "Growing my career at Bonfire from a junior to a senior has been a very rewarding experience. The team over the last three years has guided and challenged me, and I owe my growth to them."

Lovisa Jägrell has been promoted to the newly created role of Brand, Activations and Event Specialist. Lovisa joined Bonfire in 2024 and has grown quickly across events, content and PR. She is also the current event lead for the Western Australian Marketing Association.

Sam Marshall has been promoted to Senior Account Executive. Sam brings a level of organisation and methodical thinking to everything he does, and his background across SEO and content makes him well-suited to this expanded role.

Internal progression has always been central to how Bonfire grows. Seeing it play out like this is something we're genuinely proud of.

Thank you to Mediaweek for covering the story. Full article via the link in the first comment.

Photo credit: Mike Dann, Senior Art Director at Bonfire.

Reaching the right doctor, in the right country, before the right event, is not a straightforward process.

Rural Health West is a not-for-profit organisation that has been supporting the recruitment of doctors to regional Western Australia for more than 30 years, working collaboratively with government agencies and private organisations at local, state and national levels.

In November 2025, they attended The Doctor's Job Fair in London and Dublin, the largest event of its kind for medical employers seeking to attract overseas doctors. To make the most of their presence, Rural Health West needed to reach UK and Irish GPs before the event and encourage them to engage with the team at the fair.

With just $800 in media budget and a highly specific audience to reach, the campaign needed to connect with the right doctors at the right time. A single, targeted Meta lead-generation ad opened with a single direct question: "Are you a GP thinking about relocating to Western Australia?" The creative offered two pathways. Doctors who could attend the fair in person, and those exploring relocation more broadly.

From October to November 2025, the results were clear:

- 1 confirmed UK doctor relocating to Western Australia
- $20.89 cost per qualified lead from UK and Irish GPs
- $2.82 cost per click from targeted international audiences
- 37 additional leads still being pursued

For Rural Health West, that first result means one more doctor in a community that needed one.

Read the full case study: https://www.bonfire.com.au/case-study/rural-health-west/

Chelsea has returned from San Francisco after attending Google Honours, and Day 2 of the Summit brought plenty of practical insights.

A major theme from Day 2 was the rapid blending of AI, Search, and Commerce. Chelsea learned how the evolution of search and AI is closing the gap between discovery and decision, which is raising the bar for performance marketers to personalise and make the customer journey more seamless.

As Chelsea put it, “The future of commerce is becoming more agentic. Brands need to think about how they show up when AI is mediating the consideration journey." Another key takeaway from Day 2 is that better lead-generation outcomes depend on higher signal quality, clearer conversion definitions, and closer business alignment. Platform automation is only as useful as the goal definition behind it.”

For clients, this means adapting to new AI-driven environments and ensuring that your first-party data, landing pages, and conversion goals are set up to provide clear, relevant signals to feed quality leads.

If your team is thinking through what that means for your strategy, creative or Search, we’re always happy to have a conversation.