Manifest, an AI-powered intelligence platform, has launched with a AUD$2 million pre-seed funding round led by Brand Fund by Previously Unavailable. The trans-Tasman startup helps advertising agencies better track and value their work in the rapidly evolving AI era. Its technology provides a modern alternative to outdated manual timesheets and traditional reporting methods.
Addressing an Industry Shift
Traditional agency models rely on manual timesheets to measure performance and value. The rapid integration of artificial intelligence into creative workflows is making this method increasingly obsolete. This creates a significant disconnect between how work is performed and how it is ultimately measured and priced.
A New Model for Operational Intelligence
Manifest provides a solution through its AI-powered platform that automatically captures operational data. It maps time, effort, and workflows across teams, software, and AI systems in real time. This gives agency leaders an accurate view of their operations without relying on manual self-reporting.
The platform's goal is to shift agencies from fragmented processes to connected, measurable systems. By providing real-time operational data, it creates a new foundation for decision-making. This enables businesses to move from billing for inputs to pricing based on outcomes and delivered value.
The Team and Company Origins
The company was co-founded by CEO Freddie McKenzie and product leader Henry Collinson. The idea originated from an internal tool at McKenzie's former creative agency, showing a firsthand understanding of industry pain points. They are joined by Chief Technology Officer Tom Reid, a former Microsoft AI veteran.
Strong Backing from Industry Leaders
The $2 million pre-seed round was led by Brand Fund by Previously Unavailable. The round also saw participation from prominent venture capital firms including Antler, Icehouse Ventures, and Techstars. This diverse backing signals strong confidence in Manifest's vision and market potential.
A notable group of industry veterans also invested, reinforcing the platform's relevance. This includes Henry Innis of Mutinex, former IPG Mediabrands CEO Mark Coad, and Mumbrella co-founder Tim Burrowes. Their involvement provides Manifest with invaluable strategic guidance and an extensive network.
Investor Confidence in a Changing Market
Investors have highlighted the critical problem Manifest is solving for service-based businesses. Simon Pound of Previously Unavailable noted the challenge of valuing work in an AI-enabled world. He praised the team's customer-centric approach and the scale of the problem they are tackling.
Mutinex co-founder Henry Innis echoed this sentiment, stating the issue of agency return on effort is well known. He expressed excitement in supporting the team and helping assemble a strong group of investors. This endorsement underscores the industry's readiness for a new operational model.
Initial Rollout and Future Ambitions
Manifest is currently launching with an initial cohort of agencies across key Australasian markets. The rollout includes partners in Sydney, Melbourne, and Auckland, with customer announcements expected soon. This targeted launch allows the company to refine its platform with direct user feedback.
With its successful $2 million funding and strong industry support, Manifest is positioned to transform agency operations. As the advertising world embraces AI, the platform offers a vital tool for measuring true effort and value. This innovation promises to help agencies navigate the future of work with greater clarity.