100% Digital launches Bidbrain.ai for agency workflows

100% Digital has launched Bidbrain.ai, a new advertising technology company that will operate as a standalone venture, with 100% Digital as one of its founding customers.

Developed in Australia, the platform is aimed at agencies and in-house media teams. It combines campaign planning, activation, optimisation and reporting in one system, covering channels including Meta, LinkedIn, The Trade Desk, Google Search, YouTube, Reddit and digital out-of-home media owners.

Bidbrain.ai is a joint venture between 100% Digital partners Calvin Pinnegar and Ben Mulcahy, with Lex van Netten joining as Head of Product and an equity partner. The system is designed to take teams from campaign intake and AI-assisted planning through to live delivery and client reporting.

Agencies can use a dedicated portal to manage campaign work across multiple clients, while a separate client portal gives advertisers access to campaign progress, reports and performance updates. Reporting exports are available in PowerPoint, PDF and Excel formats.

Unified workflow

The launch comes as agencies face growing pressure to manage campaigns across a widening mix of digital channels while reducing manual work. Bidbrain.ai is positioned as a single workflow for search, social, programmatic and digital out-of-home activity, rather than requiring teams to move between separate tools and platforms.

Its AI-assisted campaign planner can turn a brief into a media structure, schedule and pitch deck. An optimisation agent is designed to adjust campaign performance in real time, with human approval still required.

Pinnegar said the product was built from agency experience rather than as a standalone software concept.

"This project is a culmination of more than 40 years of media and product development experience between our founding partners. Bidbrain.ai began as a way to remove the grind from digital campaign management. Today, it offers the full digital campaign workplace in one place; just five steps from brief to results, with a clear workflow that scales from a single client to an entire agency book.

Bidbrain.ai is advertising intelligence that does the heavy lifting, planning, launching, optimising and reporting on multi-channel advertising in one centralised system. Every workflow has been pressure-tested against real client briefs and timelines and designed with efficiency in mind. We want to free strategists and planners from manual digital campaign work, so they can spend their time where humans add the most value," said Calvin Pinnegar, Co-Founder, Bidbrain.ai.

Product build-out

Van Netten joins after nearly 15 years at JSI, where he led deployment and implementation activity across APAC and Southeast Asia. He was described as an experienced systems deployment executive with work spanning APAC, Southeast Asia and Europe.

His appointment signals an emphasis on implementation as Bidbrain.ai looks to move beyond its origins inside an agency and sell to other agency groups. The company said it already serves clients across APAC and has offices in the UK and the Philippines.

100% Digital Commercial Director Ben Mulcahy is also a co-founder of the venture. The launch marks the latest project between Mulcahy and Pinnegar, who became an equal equity partner in 100% Digital earlier this year.

Agency market

The product enters a crowded ad tech market where agencies already use specialist tools for planning, buying, reporting and optimisation. Bidbrain.ai's pitch is that a single platform can connect those steps and reduce repetitive work in campaign setup and management.

That approach may appeal most to growing independent agencies and in-house teams managing multiple channels without building large operational teams. The platform was designed with those users in mind, particularly where campaign activity spans several clients and media environments.

Van Netten framed the launch as an attempt to reshape agency workflows rather than add another point solution.

"This is an opportunity to meaningfully move an entire industry forward, not just improve on what already exists, but take a substantial leap thanks to what's now possible with AI," said Lex van Netten.