Ashley Byers and James Deehan have founded a new Sydney-based media consultancy, Refinery Room, redefining traditional consultancy models by offering brands increased autonomy and agencies enhanced flexibility.

The pair, who previously crossed paths during their time at media agency WiredCo, have worked with well-known brands such as Harvey Norman, The Iconic, and R.M.Williams. Their new consultancy, Refinery Room, seeks to address what they perceive as limitations in the current consultancy landscape.

The founders have structured Refinery Room to operate without retainers or lock-in contracts, which they claim will focus on fostering long-term client independence. The consultancy offers services across four distinct areas: strategy room, engine room, advisory room, and academy room.

The strategy room is dedicated to providing data-led marketing strategy and planning. This service aims to equip brands with the insights needed to navigate the complex marketing environment effectively. The engine room focuses on structuring and scaling internal marketing teams, providing brands with the necessary framework to build and sustain their marketing operations.

The advisory room offers on-demand strategic support for agencies, allowing them to access senior-level expertise as needed. This service is designed to provide agencies with the flexibility to adapt to changing market conditions. Finally, the academy room is committed to upskilling and mentoring teams through practical training, ensuring that both brands and agencies can maintain their competitive edge.

"Brands want more autonomy. Agencies need more flexibility. We built Refinery Room to deliver industry-leading thinking while moving away from the outdated models that no longer serve brands or agencies. We’re the partners you love, then lovingly let go," said Deehan. "We’re not an agency. We’re not just a consultancy. We’re a refinery. There are so many incredible brands and agencies out there already – our job is to help them evolve, grow, and eventually no longer need us at all. That’s our true measure of success."

"We've been on both sides. We know the pinch points. Our goal is to give brands the tools to grow and empower agencies with senior-level support where and when they need it," said Byers.