Who We Are
We’re the cog in your business engine. An independent, all-in-one marketing agency in Sydney.
Our Story
It began with a simple desire to create, express, evolve and learn.
Only much later the commercial value was realised when this natural pursuit solved problems. As businesses hunted us down, we listened to them. They were being asked to manage too much, coordinate too many moving parts, and make decisions without clear context. It’s here the value crystallised in the form of COG Marketing Agency.
We were once COG360, and COG Branding, we’ve had too many websites, still do. We’ve experimented, we continue to try new things. We like to move fast and break sh*t. We seek the truth—whether what’s on trend genuinely delivers value for our clients, or whether it’s simply another hype cycle.
Built on the value that a multidisciplinary service delivers, COG Marketing agency was designed to remove complexity. By combining strategic thinking with hands-on execution, and communicating in plain language, COG helped small and growing businesses and brands navigate marketing without needing to understand the machinery behind it.
Over time, our work expanded across industries, business sizes, and markets, but the intent stayed the same: build things that work in the real world. We’ve grown deliberately, not rapidly. Every service exists because our clients needed it.
We’re the cog in your business engine.
Our Culture & Balance
Our culture is built on trust, autonomy, and accountability. We value people who think for themselves, back their judgement, and take responsibility for outcomes. Titles matter less than contribution, and ego has no place here. We work hard, move quickly when it matters, and give space when it’s earned.
We’re professional — but not corporate.
We believe better work comes from balanced people. Time away from screens, in the ocean, on the road, or simply offline isn’t a distraction — it’s fuel. We respect life outside of work because it sharpens judgement, improves creativity, and builds sustainability over the long term. Balance isn’t a perk at COG; it’s part of how we do our best work.
Who We Work With
We work with founders, leadership teams, and organisations who value long-term thinking over short-term wins.
Our clients range from startups and growing businesses to established brands and complex organisations — across retail, hospitality, sport, construction, professional services, and technology. What they share is a desire for clarity, partnership, and work that actually delivers.
Our Approach
We approach every project by first understanding the business behind the brief.
That means asking the right questions, challenging assumptions, and designing solutions that are commercially viable, operationally realistic, and strategically sound. Our work is structured, but never rigid. Creative, but never disconnected from outcomes.
We don’t believe in silver bullets. We believe in systems, consistency, and momentum. We know once our cogs begin turning for our clients we generate real energy and results together.
Our Team
Our team is made up of strategists, designers, marketers, technologists, and operators who care deeply about craft and accountability.
We’re not a factory. We’re not a loose collective. We’re a tight, multidisciplinary group that values clarity, ownership, and follow-through. Everyone here understands how their work connects to the bigger picture — and to the client’s business.
Our Leadership
COG Marketing is led by Founder and Managing Director, Luke Sullivan.
Luke brings a rare mix of strategic thinking, creative instinct, and operational discipline — shaped as much by years in marketing as by a lifelong connection to action sports and boardriding culture. Lifestyle pursuits that have built unique and valuable frameworks for how he approaches leadership: commitment, guts, determination, flow, resilience, and above all respect for process.
That energy carries through the agency — focused, high-standards, and unapologetically real.
Our Office
Our home is Cronulla — coastal, grounded, and connected to the real world.
Being based outside the CBD isn’t a limitation. It’s a perspective. It keeps us close to community, bolted in with balance, and focused on outcomes rather than appearances. We work nationally and globally, but our roots matter.
It’s where it all began.
COG Marketing didn’t start with a pitch deck or a grand vision.
It started with doing good work for good people — and letting that compound over time. That philosophy still guides us today.