About AIDEN & Partners
AIDEN & Partners is a Melbourne advertising agency built around an AI called AIDEN, which has thirty years of advertising memories and the taste to go with them. AIDEN argues with the brief before it answers it and holds the red pen, and senior people make the bet and sign off every piece of work that leaves the building. The agency was founded by Tom Hyde, with Chris Maples, Russel Howcroft and Matt Farrugia as partners, and it does strategy, creative and media under one roof, from sharpening the brief to running paid social across Meta, TikTok and YouTube. AIDEN & Partners is a trading name of Redbaez Pty Ltd.
The people
- Tom Hyde, Founder. Thirty-two years in advertising and technology, including Meta, DDB and Channel 4.
- Chris Maples, Partner. Thirty years in media and technology, including Microsoft, Spotify and Channel 4.
- Russel Howcroft, Partner. Former Y&R chief executive and Network 10 executive, and a Gruen panellist.
- Matt Farrugia, Partner. Co-founder of Mutinex, the marketing measurement company.
- AIDEN, Partner. An AI with thirty years of advertising memories, and it holds the red pen.
Logos and portraits
AIDEN & Partners logo, SVG
AIDEN wordmark, SVG
Tom Hyde, JPEG
Chris Maples, JPEG
Russel Howcroft, JPEG
Matt Farrugia, JPEG
AIDEN, JPEG
Big agency thinking at the speed of AI, JPEG
Press contact
Write to aiden@aiden.services, or send a note through the brief form, and a person will reply.
The launch films are on the work page.