marie claire: Social Media Without The Algorithm: What Would Actually Change For Australians?
September 2026
Shelley looks at the proposed reforms that would let Australians opt out of algorithm-recommended content. Her view: feeds might feel a little less effortless, but brands would have to earn their place, and users would get back a feed that feels like their own.
Read the article →

Mumbrella: Melbourne Social Co appointed social media agency for Quest and Citadines
September 2026
After a competitive pitch, MSC was named social media agency of record for Quest Apartment Hotels, Citadines and lyf, three of The Ascott Limited’s best-known brands. We’re handling strategy, content creation and community management, including a “Side Quest” campaign that reframes business travel.
Read the article →

Campaign Brief: Morgan Gregson joins Melbourne Social Co and ATTN.CTRL as Senior Account Director
September 2026
Morgan brings more than a decade of agency and client-side experience across FMCG, wellness, government and entertainment. She has worked with brands including Suntory, NSW Health, Budget Direct and Fitbit, and her work has earned a Bronze Effie.
Read the article →

Sydney Times: Can We Please Stop Declaring Influencers Dead?
2026
Shelley pushes back on the industry’s favourite obituary. Influencer marketing isn’t dying; it’s maturing, and brands that write it off risk missing where audiences actually place their trust.
Read the article →

Mediaweek: The AI copyright debate misses the bigger question: does the work actually perform?
July 2026
In this opinion piece, Shelley argues that AI copies of creative work still underperform original, human-made social campaigns. Performance, not just ownership, should be the real test.
Read the article →

Mediaweek: Melbourne Social Co launches ATTN.CTRL as global attention agency
June 2026
MSC’s new global agency, ATTN.CTRL, launched with its own “attention architecture” framework and a presence across four cities.
Read the article →

B&T: Melbourne Social Co Drops Academy Fees As Economic Pressure Bites
May 2026
As part of our “Ambition Should Be Accessible” campaign, we cut Social Co Academy membership from $149 to $29 a month. We also launched The Ambition Fund, which gives 20 fully funded memberships to ten small business owners and ten university students. “This wasn’t a commercial decision first – it was a community decision.”
Read the article →

Women’s Agenda: How women in leadership can build equity into the future of work
November 2025
AI promised to give us time back, but for many it has only added to the workload. Shelley makes the case for women leaders using technology to create space rather than squeeze more output. She explains how MSC’s AI Dividend Fund turns hours saved into growth for the team.
Read the article →

B&T: Melbourne Social Co Harnesses AI To Reinvest Into Career Development
October 2025
An internal audit found each team member was saving about an hour a week with AI tools, and that time was quietly being eaten by admin. So we launched the AI Dividend Fund, which reinvests the time saved into professional development. “AI should be the broom that clears the path, not the artist making the work.”
Read the article →

B&T: Melbourne Social Co Names Hannah Coombs First Creative Director, Promotes Ebony Coatsworth To Head Of Social
August 2025
Two big leadership moves: Hannah Coombs stepped up as MSC’s first Creative Director, and Ebony Coatsworth was promoted to Head of Social.
Read the article →

Mediaweek: White Glo appoints Melbourne Social Co as social media agency
2025
We were brought on to lead White Glo’s social strategy and content across Instagram, TikTok and Facebook. The goal: reconnect with the millennials who grew up with the brand and introduce it to a new generation.
Read the article →

LBB Online: Bossing It: Shelley Friesen on Leading as an Introvert
2025
Shelley talks about leading with radical transparency and building an inclusive culture. She also covers how MSC grew from a freelance collective she started at 24 into a social-first creative agency.
Read the article →

Mediaweek: Is Instagram Dead?
October 2024
Shelley takes on the industry’s big question as engagement dips and audiences tire of the “highlight reel.” Her verdict: Instagram isn’t dead, and it still offers real value for brands and creators.
Read the article →

Mediaweek: A Millennial boss’s guide to managing a Gen Z team
October 2024
With around 80% of the MSC team in the Gen Z bracket, Shelley shares what she’s learned about leading this generation. Her key lesson is to focus on what’s meaningful to them, from work-life balance to wellness.
Read the article →

Mediaweek: Melbourne Social Co wins Oates cleaning products social media account
October 2024
After a competitive pitch, Oates, an Australian household name since 1930, appointed MSC to lead its social strategy and full-service social media management.
Read the article →

Melbourne Social Co wins Netty Award for Best TikTok Account ANZ
2024
Our work on the DoorDash ANZ TikTok account won a Netty Award for Best TikTok Account ANZ. The strategy was creator-led and trend-first, built to reach DoorDash’s Gen Z and millennial audience.
Read more →