About us
Who we are
Profoundry is the gateway to Australia's most experienced and gifted content creators.
We are a collective of skilled professionals who are empowered to collaborate on high-quality projects which deliver high-quality outcomes; an unrivalled, deadline-driven army of verified, award-winning talent, capable of increasing engagement, while slashing promotional costs.
Developed by content creators, for content creators, Profoundry supports elite, experienced professionals through their freelance journey, allowing them to continue working in an industry where they are celebrated, and producing premium content which leaves clients engaged and inspired.
Our mission
Profoundry is committed to supporting an acclaimed roster of content creators by providing the tools which allow them to showcase their skills and minimise the stress of maintaining their own freelance business.
We are an exclusive home to professionals boasting verified, rich careers in the media and creative industries. We support each other through a shared wealth of experience and remain driven by the opportunity to collaborate on premium projects.
Our intention is to assemble the deepest cast of writers, editors, photographers, videographers, graphic designers and public speakers, and empower them to deliver world-class content for clients to increase engagement, while slashing promotional costs.
How we help
Profoundry stands as a safe haven for many of Australia's pre-eminent content creators at a time when their industries are in a critical state of transition.
By providing the tools to run their freelance business, the opportunity to collaborate with like-minded professionals on high-quality projects, and attracting premium clients with an insatiable appetite for their services, Profoundry affords these talented experts the chance to continue creating, despite the disruption to traditional outlets which are leaving many unemployed, or under-employed.
Through the promotion of off-the-shelf content packages, Profoundry also provides a unique service offering for freelance creatives to engage in, while making it effortless for clients to harness the collaborative power of Australia's most influential content professionals.
How we're different
From A-List galas and Federal elections, big business and finance, to Olympic Games and international sporting events, the talent pool at Profoundry is as deep as it is diverse.
With an exclusive membership built on a foundation of highly experienced contributors boasting verified and distinguished careers at the nation's highest-profile media and creative organisations, Profoundry's roster of deadline-driven professionals delivers powerful, world-class content at unrivalled speed.
We also provide creators with an opportunity to collaborate with professional peers on high-quality projects, while a content concierge manages the logistics of every proposal - allowing clients to concentrate on their day-to-day operations secure in the knowledge Profoundry's expert team will deliver the quality outcomes their business demands.
How it started
Profoundry's origins lie in the critical disruption being felt in the global media industry, where traditional news sources are closing by the hundreds and budgets are being slashed, leaving thousands of experienced and talented content and creative professionals unemployed, or under-employed.
CEO Michael Westlake and his Co-Founder Adrian Haines have lived experience of this disruption. With a combined 50 years in the media industry, both have an intimate knowledge of the supreme talent and unique abilities of the professionals being displaced, and set about developing Profoundry to assist these creators to continue showcasing their skills, while delivering their expertise to a market hungry for the kind of elite content they deliver every day.
Together with Chief Technical Officer Greg Beaven (software engineer with over 15 years' experience managing large-scale global projects) and Corporate Adviser Peter Ball (Founder of Greater Outcomes and partnerships consultant for impact ventures), the Profoundry executive team is committed to empowering elite content professionals to deliver powerful results for quality clients.
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Frequently Asked Questions
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