Published by Sue Johns-Chapman
Published Date 13.01.2026 
In a year where performance marketing is being reshaped by automation, AI and increasing pressure on return on investment, the campaigns gaining industry attention are those that move beyond traffic and lead volume, and deliver demonstrable business impact.
Australian independent media agency, Connected Media Group, has been shortlisted in the Best Use of Search – B2C (PPC) category at the APAC Search Awards 2026, recognised for their work with the Australian Institute of Management (AIM).
The shortlisted work, titled ‘The Growth Equation’, reflects a long-term partnership focused on building a marketing engine capable of scaling efficiently in one of Australia’s most competitive education markets.
Rather than optimising Paid Search around surface-level lead volume, the AIM campaign was structured to prioritise commercial outcomes. Connected Media Group worked alongside AIM’s marketing, sales, and IT teams to build a closed-loop system, integrating offline sales conversion data back into campaign activity. This ensured search investment wasn’t just generating demand, but attracting prospects with a higher likelihood to convert; a critical distinction in a competitive education market.
While the award category recognises Paid Search, the work reflects a broader media buying and planning approach. Connected Media Group focuses on understanding clients’ underlying business economics and growth objectives, then applies that insight across the full marketing mix – from channel selection and targeting, through to messaging, creative, and the full customer journey experience.
This kind of integrated thinking is becoming increasingly important as search behaviour evolves. With AI reshaping how and where people search, media channels cannot be planned or optimised in isolation. Campaigns that connect media execution with real commercial outcomes are the benchmark, particularly for brands navigating complex buying journeys.
The strength of the AIM campaign is underpinned by a long-standing partnership, built on trust and shared ambition. According to Connected Founder and CEO Laura Hamod-Barnes, the industry recognition reflects what can be achieved when that alignment is in place.
“Our work with AIM is built on shared ambition and trust. This award recognises what’s possible when client and agency are genuinely aligned on long term growth outcomes, not just campaign activity,” she said.
Hamod-Barnes also highlighted the importance of the recognition for the broader Connected team. “It’s always lovely to see the team recognised for their hard work and the results they deliver. Awards like this matter because they reflect the standard the team holds itself to every day.”
While this recognition relates specifically to AIM, it reflects the calibre of work Connected Media Group delivers across its wider client portfolio. The agency works with a mix of established and fast-growing brands including Sanitarium, Canon, Virgin Active, Skinstitut, Luxaflex, Octet, and Plungie.
Across its client partnerships, Connected Media Group has built a reputation for applying performance marketing to complex business challenges. Continued investment in advanced reporting, analytics and AI-led innovation has strengthened that position, particularly as brands demand greater accountability, transparency and commercial rigour from their media investment.
As performance marketing continues to evolve, agencies capable of connecting media execution to real business outcomes are increasingly setting the standard. Connected Media Group’s work with AIM reflects that shift – and the broader role media agencies now play in driving sustainable growth.
With the APAC Search Awards ceremony set for February 2026, Connected Media Group joins a cohort of agencies shaping the future of search and performance marketing across the region.
Want to read more? Follow Connected Media Group on LinkedIn.
About Connected Media Group
Connected Media Group is an independent digitally-led media agency specialising in transforming business capabilities and driving business growth – quickly. Established in 2012 by Laura and Josh Barnes, the now 20+ strong team is known for their laser-focus on results, obsession with numbers, and ability to drive performance. https://www.connectedm.com.au/
