About AgencyFit

Built to grow the industry.Not shrink it.

We exist to make the advertiser–agency–publisher ecosystem stronger, not cheaper. We diagnose what gets in the way, build the system that fixes it, and leave every partnership more capable than we found it — so relationships learn, improve and compound in value over time.

The winners in the next era won't be the smartest. They'll be the ones who collaborate the best.

Our values

The non-negotiables. We judge these by what we do, not what we say.

Build, don't extract.

We put value into relationships rather than take it out — designing systems that make every party stronger.

Partnership over transaction.

We build lasting commercial value through shared goals, joint plans and trusted relationships.

Leave the system stronger.

We lift capability across the ecosystem through frameworks, enablement and mentoring, because shared progress compounds.

Diagnose honestly.

We tell the truth early, clearly and without fear. We score what's actually there before deciding what needs fixing.

Who we are

Built from both sides of the table.

Stuart Bailey

Co-founder & Managing Director

OM
Dentsu
WPP
Clemenger BBDO

Twenty-five years leading media and integrated agencies in the UK and Australia, including Chief Media Officer at Clemenger BBDO, Chief Operating Officer at PHD and Chief Digital Officer at OMD.

His experience spans client leadership, transformation, digital, investment and operations, with more than $1 billion in advertiser billings won and retained.

Co-creator of MFA Digital Foundations and the Australian Digital Advertising Practices.

Dina Bailey

Co-founder & Chief Operating Officer

OM
Dentsu
Meta
Google
Snap
Time Out

Twenty-five years building relationships across agencies, publishers and global platforms — from communications planning at Omnicom Media Group and Dentsu Aegis Network to agency and platform partnerships at Meta, Google and Snap Inc.

Her work spans building and scaling agency partnerships, shaping commercial agreements, partnering with the MFA across multiple platform roles, and creating industry enablement programmes that strengthened capability across the market.

Marketing Academy Scholar and Alumni.

What people are saying

In their words.

AgencyFit is tackling a structural problem that has been growing for years between agencies, publishers, and clients. Stuart is uniquely positioned to fix this, with holding group experience, cross-industry credibility, and genuine relationships built on both sides of the table.

Leigh Terry, former CEO, IPG Mediabrands APAC

I've worked alongside Stu for over ten years, including at the MFA where he was instrumental in creating the Digital Foundations program & the Australian Digital Advertising Practices. Few people combine his depth and his perspective. AgencyFit is exactly the kind of approach our ecosystem needs right now.

Peter Horgan, CEO, JOY Agency

Stuart and Dina have both demonstrated a genuine commitment to making our industry stronger. Stuart has a rare ability to bring different parts of the industry together and turn complex challenges into practical solutions. He led the creation of MFA Digital Foundations, which established an industry-wide standard for foundational digital knowledge and has since trained and certified more than 7,000 people. Dina has been a longstanding supporter of the MFA's education and NGEN programs, helping build capability across the next generation of media professionals. They combine deep industry experience with a collaborative mindset and, importantly, a track record of turning good ideas into practical initiatives that make a real difference.

Sophie Madden, CEO, MFA

Stuart and Dina are long-standing, strategic leaders in Australian advertising. Beyond strong commercial results, they've put real time into shaping industry standards and initiatives.

Gai Le Roy, CEO, IAB Australia

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