About Firewire
An independent search agency that would rather be deep than broad.
Built in Newcastle in 2017. We help Australian brands understand how they are discovered, considered and chosen, then shape their search around those decisions.
How we're built
We built Firewire around the agency model we didn't want to become.
A lot of agencies sell access to senior people, then put distance between those people and the work. We wanted the opposite. The person shaping the strategy should understand what is happening in the account. The specialist making the recommendation should be able to explain why. And the client should not need an account manager translating between them.
- You talk to the people doing the work.
- Senior people stay involved.
- Strategy does not disappear after the pitch.
Being independent also means we can say no: to work that would spread the team too thin, to channels we are not the right people for, and to engagements where search is not actually the problem.
What staying close to the work means
Start with the problem.
We do not prescribe a channel because it happens to be the service someone asked us about. If the problem is somewhere else, we say so.
Specialists stay in the room.
The people diagnosing, planning and running the work stay involved in the client relationship, from the first conversation onwards.
Stay small enough to care about the details.
Growth is useful until it puts distance between the people making decisions and the work those decisions affect.
The people doing the work
Small by design. Everyone you meet in the pitch is on the account.
Specialists across search strategy, SEO, paid search, content, social and measurement, working together rather than through layers of account management.
-
Brogan Renshaw Director and Innovation Lead Search strategy · P&L modelling · GEO -
Shōnavee Simpson-Anderson Head of Community & Field Marketing Community · Events · Edge of Search -
Ashley Urquhart Head of Content Editorial · Content strategy · GEO content -
Madeleine Turner Digital Marketing Executive On-page · Schema · Reporting -
Gretta Stuart Accounts Accounts · Billing -
Auguste Levanaite Customer Success Manager Customer success · Relationships -
Phoebe Cook Social Media Manager Social · Content
Newcastle is home. Search is the wider community.
Built in Newcastle. Not limited by it.
Firewire started here in 2017 and is still rooted here. Our clients are spread across Australia, the team works across more than one city, and the work travels much further than our postcode. Newcastle has shaped the agency: close enough to the work, connected enough to collaborate, and far enough from the traditional agency centres that we never felt much need to copy them.
We run the conference we wanted to attend.
Edge of Search started in Newcastle because we wanted more genuinely useful search conversations happening outside Sydney and Melbourne. It brings practitioners from around Australia and overseas together for a day focused on the people doing the work, not simply talking around it.
Beyond the conference, the team runs Newy SEO Beers, hosts masterclasses and turns up at events including Search Central Live, brightonSEO and WTSFest.
Newcastle 
Newcastle 
Sydney 
Newy SEO Beers 
Brighton, UK 
Newcastle 
Edge of Search 
Newcastle 
Newy SEO Beers 
Melbourne 
Newy SEO Beers 
Newcastle 
Edge of Search 
Newcastle 
Brighton, UK 
Edge of Search 
Newy SEO Beers 
Brighton, UK 
Edge of Search 
Newy SEO Beers 
Edge of Search 
Edge of Search 
Brighton, UK 
Sydney What it's like on the other side of the table
I went in expecting another agency pitch deck. What I got was a P&L conversation, a clear ROAS target, and a paid search engine that delivered against it. 34:1 ROAS is not something I thought possible from Google Ads.
Firewire built the attribution framework before any content was created, so we always had clean data on what each channel contributed. The SEO wasn't cannibalising paid. It was bringing in customers we weren't reaching before. We would recommend them without hesitation.
Recognition
Judged by people who do this work.
Global Search Awards
2026 · Winner and silver, from four finalist places
- WinnerBest APAC SEO Campaign
- SilverBest Use of Search, Retail/Ecommerce (SEO), Small
- FinalistIn-house LLM integration
- FinalistGlobal integrated search agency
Global Agency Awards
2026 · Finalist
- FinalistBest Small Agency of the Year (up to 25 employees)
Ready when you are.
Be found first. Be chosen naturally.
Thirty minutes on your data with the person who would run the work, no deck and no pitch, and an honest read on whether search is the right place to spend the money.