From Media Tonic to Jetstream Media: David Fare and Mark Treasure on 20 years of evolution

Following on from today’s announcement of Media Tonic’s rebrand to the Jetstream Media name, Campaign Brief WA caught up with company co-founders Mark Treasure and David Fare (pictured above) to reflect on the last 20 years and what the rebrand means for the future of the company.

 

For 20 years, Media Tonic has built a respected media representation company in Western Australia, representing a premium portfolio including Yahoo, News Australia, Cartology and the Australian Traffic Network.

The transition to Jetstream Media marks a definitive shift in the business which has scaled its footprint across the East Coast in recent years, now giving it a national presence.

While the name is changing, the foundations of the business remain the same. The relationships, people and partnership-first philosophy that shaped Media Tonic over the past 20 years continue to sit at the core of Jetstream Media as the company enters its next phase of growth.

 

Media Tonic has been a fixture in the Perth market since 2005. When you look back at that first year compared to today, what is the one thing about the WA media landscape that would be unrecognisable to your younger selves?
MT: In 2006, David and I left the corporate comforts of Network Ten and bought a small business which published the WAFL Football Budget and sold ads on the big screen at Subi Oval. We quickly bolted on Foxtel as our first media partner and the rest is history.

At the outset, we were four reps sharing a single computer and dial-up internet.

Back then, there were great media brands flying reps in and out across the country which felt transactional and short-sighted. We saw an opportunity to provide a deeply respected, permanent local alternative.

Younger versions of ourselves could have never predicted how rapidly adtech, social, and programmatic advertising would dominate the ecosystem. But while the tech infrastructure has transformed completely, and we’ve evolved with it, our foundation is unchanged: local relationships and earned trust.

You’ve represented massive names like Yahoo, News Australia, and Cartology. How has the role of a representative evolved from being a sales engine room to becoming a strategic partner
DF: At the end of the day, while the tools and products look entirely different, our core philosophy remains identical: make media easier to transact.

The tech has evolved dramatically, but the fundamental nature of media representation hasn’t. It still requires excellent people focused on long-term relationships, acting as a seamless, high-value extension of our product partners.

If you can navigate the complex tech layers, understand client needs and maintain that foundational human trust, that’s where the real magic happens.

Rebranding is a massive undertaking, especially when “Media Tonic” has so much brand equity. Why was now the right moment to transition into Jetstream Media?
MT: There were two primary catalysts.

First, as we expanded our presence nationally, we frequently ran into market confusion on the East Coast with similarly named businesses. We realised that to scale effectively, we needed clear air and an identity that was uniquely ours.

Second, twenty years is a milestone and it seemed like the perfect moment to signal a permanent shift in our trajectory.

We’re proud of our WA heritage, but our footprint is nationwide, and it’s time the brand reflected that scale.

The industry has seen endless waves of disruption, from the rise of programmatic to the death of the third-party cookie. What has been the secret sauce that allowed you two to thrive while so many other independent firms were swallowed up or faded out?
DF: Our model works! Partners have tried lots of different ways to service the Western Australian market, but our approach – embedding ourselves deeply with partners, evolving with them, and taking on a portfolio – has worked over, and over, and over.

Independence has been a major advantage for us because it means we can adapt quickly to industry disruptions.

Also helpful: surrounding ourselves with people who are smarter than us. Build trust, that’s the real secret sauce.

Looking toward the next decade, what is the North Star for Jetstream Media? Where do you see the business, and the WA media community, five years from now?
MT: We just want to keep innovating. Looking ahead, our goal is to be nationally recognised as the preeminent media representation company in Australia.

Western Australia will always be our bedrock. 70% of our people are here. The media community over here is incredibly tight-knit and entrepreneurial, which was clearly on display at the recent Oasis Ball.

For us, Jetstream Media is about aligning with a fast-moving current. We’ve got a crew of incredibly talented people to help with the navigation, and we’re ready for the next decade.

What’s driving your growth?
DF: We’ve been investing heavily in top-tier talent to back up our growth.

We’ve brought on WPP veteran Jesse Proud to lead Victoria, and Hayley Treasure to drive New South Wales. Hayley joins us with nearly a decade of incredible digital pedigree from Spotify. Having them both on the ground gives us a serious strategic foundation in those key markets.

Beyond that team infrastructure, our expansion is being driven by major adtech opportunities, like our partnership with Yahoo DSP. We’ve got some more exciting news coming in the adtech space very soon, so stay tuned.

Looking back over the 20-year journey, what are you most proud of as founders?
MT: Without a doubt, it’s the team we’ve built. We have people who have been with us for years, and seeing their growth is incredibly rewarding.

A standout moment for us recently was hosting everyone at our very first team conference over at Rottnest Island. Having the entire crew together in that setting was a massive milestone. Seeing the calibre of people we have on board, and the culture we’ve built together, was a deeply proud moment as founders.