From Vision to Reality: How The Redman Agency is Elevating Affiliate Marketing

We caught up with Laura and Luke Redman from The Redman Agency to uncover how their boutique approach is reshaping affiliate marketing. From pioneering strategies like Agency Days to fostering genuine partnerships, they share their journey and their vision for the future of the industry.

Q: What inspired you both to start The Redman Agency? Was there a specific gap in the market you aimed to fill?  

Laura: "After spending a decade in the industry, we’d seen the space evolve a lot – but what stood out was the shortage of agencies offering truly local expertise with a boutique, hands-on approach. We wanted to build something different. An agency where advertisers get tailored strategies that actually align with their goals, margins, and profitability – not just surface-level campaigns. That’s why we pioneered things like Agency Days, to bring brands and affiliates together in a meaningful way and build genuine partnerships. We’re proud to be challenging the traditional agency model and honestly, we’re just getting started."

Q: When collaborating with a brand, what key factors contribute to making the partnership seamless and effective?

Laura: "When we’re collaborating with a brand, it really comes down to a few key things – clear communication, transparency, aligned expectations, and a deep understanding of what success looks like for them. We always start by asking the right questions about what goals they have for the affiliate channel and what metrics matter most to them, from there, we tailor our strategy around these priorities. We like to run a test transaction before kicking things off, so we can fully experience the customer journey ourselves. That way, any issues get flagged early and we’re set up to deliver a seamless experience – not just for the brand, but for our affiliate partners too."

Q: What do you value most in a strategic partnership? How does your service enable brands to achieve greater success within the affiliate channel?

Luke: "For us, a great strategic partnership is built on trust, transparency, and a shared vision. We value open conversations where both sides feel heard – that’s when the best ideas come to life. Our role is to bring deep expertise and a tailored approach to each brand, making sure we’re not just ticking boxes, but driving real impact. We take the time to understand what success looks like for them, then build strategies that support those goals – whether that’s scaling efficiently, improving margins,  or growing market share. We’re not about cookie-cutter solutions – we’re able to help brands get the most out of the channel in a way that feels right for them."

Q: How has Commission Factory’s platform, tools, and Account Management support contributed to The Redman Agency growth in the affiliate space?  

Luke: "Commission Factory’s platform has played a valuable role in supporting our growth in the affiliate space. The technology is intuitive and efficient, which helps streamline day-to-day operations and allows us to focus on strategy and performance. Their local Account Management team has been responsive and solution-oriented, particularly when it comes to resolving technical issues.

We’ve also found their flexible commissioning capabilities useful for tailoring incentive structures and exploring more creative approaches with our partners. Overall, their tools and support have contributed to smoother campaign execution and stronger outcomes for our clients."

Q: What are the biggest obstacles currently facing agencies and affiliate marketers, and what strategies would you suggest tackling them effectively?

Laura: "One of the biggest challenges right now is standing out in a saturated space – there are more brands, more partners, and more noise than ever. That, paired with constant changes in tracking, data privacy, and attribution models, means agencies and affiliate marketers have to stay agile. Another big one is education – not all advertisers fully understand the value or potential of the affiliate channel, so there’s still a need to shift outdated perceptions.

To tackle these challenges, it comes down to clarity, creativity, and communication. Agencies need to educate clients on what’s possible, back it up with data, and build strategies that align closely with business goals. From a partnership perspective, it’s about being collaborative, transparent, and adding real value – not just chasing short-term wins. The more aligned and informed everyone is, the more effective the outcomes."

Q: As affiliate marketing continues to evolve, what key trends or changes do you think will have the most significant impact on the industry in the years to come?

Laura: "One of the biggest shifts we’re seeing — and will continue to see — is how affiliate marketing is moving away from being purely last-click, discount-driven, and into a more diverse, full-funnel strategy. Brands are starting to recognise the value of upper-funnel partners like content creators, influencers, and media publishers who help build awareness and drive consideration, not just conversions.

Another major trend is the growing focus on first-party data and more advanced attribution models. With all the changes in privacy and tracking, brands need to better understand the full customer journey — and affiliate marketing is uniquely positioned to contribute meaningful insights there.

Finally, I think we’ll see more brands integrating affiliates into their broader marketing strategy, rather than treating it as a siloed channel. That shift will open up more budget, better partnerships, and smarter performance across the board."

Q: Looking to the future, what’s next for The Redman Agency? Are there any exciting plans or developments on the horizon?

Luke: "We’ve got a really exciting road ahead. Since launching in September 2023, The Redman Agency has experienced rapid growth – not just in the number of clients we work with, but in the scale and impact of the strategies we’re delivering. We’re now focused on growing our team with top talent who share our vision and values, and we’re continuing to invest in innovation, especially around data-led strategies and creative partnerships.

One of the things we’re most proud of is our ‘work from anywhere’ policy – it’s already allowed our team to work flexibly and globally, and we fully expect to see Redman Agency hats popping up in every corner of the world. As we grow, we’re committed to maintaining our boutique, hands-on approach while scaling thoughtfully and strategically. The next chapter is all about doing bigger things while staying true to what makes us different."

About The Redman Agency

The Redman Agency, a boutique affiliate marketing agency, specialises in affiliate program management and launch services. With a tailored approach, they ensure every program aligns perfectly with their client's unique brand identity.

Connect with Laura (laura.redman@theredmanagency.com.au), or Luke (luke.redman@theredmanagency.com.au), or visit their website to discover how they can help elevate your business to new heights. 

About Commission Factory 

Commission Factory is a leading affiliate marketing network, offering tailored digital growth solutions for brands looking to scale through performance-based affiliate partnerships. Leveraging advanced technology, a market-leading advertiser database and extensive network of publishers, Commission Factory helps businesses expand their digital reach and drive results across all key performance metrics.  

Connect with the Commission Factory team to learn more about how we help brands and partners build and grow their affiliate marketing strategies.