WHERE BRANDS AND TRADIES GET THE JOB DONE
OUR NETWORK
Tradeworks Media is Australia’s fastest-growing Tradie-focused media company, changing how brands connect with tradespeople through retail innovations and media solutions. As a technology-driven company, we focus on improving the customer experience within the Australian Wholesale and Retail Tradie Division. Our strength comes from specializing in the Tradie sector, allowing us to create solutions that directly reach this audience.
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With a broad digital panel network, we are building a media system that connects with Tradies at trade counters, supplier outlets, and industry retail locations. Our digital signage solutions, content management, and media revenue streams use digital inventory to increase engagement and revenue for brands and retail partners. As we expand, we remain committed to innovation and strengthening our role as the leading platform for brands to reach Tradies effectively.
​THE TEAM
Peter Zavecz - Co-Founder
Edward Couche - Co-Founder
Luke Warren - Executive Director
Sam Johnson - Executive Director
Peter recently retired as Managing Director of News Corporation (Vic/Tas) Publishing after an impressive 50-year media career. Previously, he was CEO of Pacific Magazines (Seven West Media) and worked with industry leaders, including the Murdochs, Packers, and Kerry Stokes. Peter has a strong record of leading high-performing sales teams across magazines, newspapers, and digital media.
Edward founded Shopper Media in 2015, growing it into a leading Digital Out-of-Home (DOOH) brand across 400+ Australian shopping centres. Under his leadership, it earned industry recognition, including the AFR FAST 100 (2019) and LinkedIn Top 5 Startups (2020), before its 2022 acquisition by Woolworths. Known for innovation, Edward excels in unlocking revenue and delivering value for commercial partners.
Luke played a pivotal role in transforming Shopper’s digital capabilities by bringing in-house its end-to-end solution offering to the market. His expertise in Digital Out of Home (DOOH) solutions was instrumental in establishing a fully integrated system, ultimately contributing to Shopper’s strategic growth. Luke’s leadership in digital transformation continues to shape the industry, driving seamless, automated data-driven advertising experiences.
Sam is a lawyer with over 25 years’ practice and management experience across Australia, Europe and the US. He was a partner at a top tier Australian law firm for 12 years. Prior to that Sam worked for a US law firm in its London office and completed a Master of Law degree at the University of Cambridge. In addition to providing the legal nous for the business, Sam serves as its Commercial Director.
REACHING TRADIES
Retail Media Networks are rapidly evolving the advertising landscape by allowing retailers to use first-party data for targeted messaging at key moments in the customer journey. By integrating media into retail spaces, brands can engage consumers where buying decisions happen.
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Tradeworks Media leads this shift in the Wholesale and Retail Trade sector with Australia’s first dedicated media network for Tradies. By connecting trade outlets, supplier stores, and retail hubs, it provides advertisers with a real-time digital channel to reach Tradies where they work, buy, and engage.
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At the core of Tradeworks Media’s approach is the development of a sophisticated, retailer-owned media network, designed to drive value through:
1. Reaching Tradies Where They Transact – Delivering dynamic, contextually relevant messaging at trade counters, supplier outlets, and retail locations, ensuring brands engage Tradies at the exact moment of purchase decision-making.
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2. Loyalty & Engagement – Strengthening connections between suppliers, retailers, and tradies through targeted content and promotions.
3. Personalization – Utilizing first-party data to serve tradies with tailored advertising, promotions, and product recommendations that match their needs in real time.
4. New Revenue Streams – Unlocking a third-line media revenue model, allowing retailers to monetize their physical and digital environments while attracting mainstream advertisers looking to efficiently target the high-value Tradie audience.
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By transforming Trade Retail and Wholesale Outlets into a scalable and data-driven media channel, Tradeworks Media is redefining how brands connect with Tradies, ensuring engagement happens where it matters most—at the point of purchase.
