Distl: Building an Integrated Agency That Actually Integrates

When we started Distl in Perth back in 2014, we had a simple premise: businesses shouldn’t need three different agencies for brand, web and marketing. A decade later, we’re still proving that thesis, and being shortlisted for Best Small Integrated Agency at the APAC Search Awards feels like recognition that the approach truly works.

Who We Are

Distl is a 23-person agency based in Perth, Western Australia. We deliver digital marketing (SEO, Google Ads, paid social, programmatic), web design and development, and brand strategy, all under one roof, with one team.

That last part matters more than it might seem. In a market where most agencies either specialise or subcontract the work they can’t do themselves, we’ve deliberately built capability across all three disciplines in-house. Our SEO specialists sit next to our developers. Our brand strategists brief our paid media team directly. When a client’s Google Ads campaign needs landing page improvements, the conversation happens across desks, not across vendors.

Since June 2024, we’ve supported 182 clients. Of those, 33 work with us across two disciplines and six engage all three.

What Integration Actually Looks Like

Integration is easy to claim and hard to deliver. For us, it means a few specific things:

• Single point of contact. Clients work with one account manager who understands their entire business, not separate contacts for each service who’ve never spoken to each other.
• Shared context. When our SEO team identifies content opportunities, they’re briefing writers who already know the brand voice because our brand strategists defined it. When paid media needs creative assets, our designers understand the campaign objectives because they’re in the same meetings.
• Consistent measurement. We set targets before campaigns start and tell clients exactly which metrics we’ll report on. No spin doctoring, no cherry-picking stats after the fact.
• Seamless expansion. When growth requires a website rebuild or a brand repositioning, clients don’t need to find and brief a new agency. The expertise is already here, already familiar with their business.

The Past Year

The period this award covers (June 2024 to October 2025) has been one of deliberate refinement rather than aggressive expansion. We dropped below 25 staff but increased both revenue and salaries. We promoted team members into leadership roles across SEO, paid media, Google Ads and account management rather than hiring externally.

AI adoption was a major focus, not as a replacement for people, but as a way to improve quality and output. We rolled out custom GPT tools, prompt workflows, GitHub Copilot for our developers, and creative tools like Relume and Runway across teams. The goal was to make AI feel like having a capable junior team member supporting every senior, rather than something threatening anyone’s role.

We also moved early on Generative Engine Optimisation, becoming the first WA agency to publish dedicated GEO service pages and thought leadership. When AI Overviews started appearing in Australian search results, our clients’ strategies were already adapting.

What This Shortlisting Means to Us

Being shortlisted for Best Small Integrated Agency at the APAC Search Awards is genuinely meaningful to our tea, not because we need external validation, but because it recognises an approach we’ve been refining for over a decade.

“We’ve always believed that keeping everything in-house creates better outcomes,” says David Metcalf, Distl Director.

For our team, the recognition validates the way we’ve chosen to grow: investing in our people rather than just headcount, building genuine expertise rather than outsourcing complexity, and staying focused on Australian businesses who want a true partner rather than a vendor.

Our internal vision for 2025 has been simple: be undeniably valuable. Every service we deliver should be essential and measurably grow our clients’ businesses. Being shortlisted for this award feels like evidence that we’re on the right track.

Connect With Us

Website: distl.com.au / LinkedIn: Distl / Instagram: @distlagency /Facebook: Distl Digital