PREMiUM. is a data | strategy | activation business obsessed by … well … all things premium. We are Australia’s number-one premium consultancy because we know more about premium consumers than anyone else. And because premium is all we do. It’s all we ever wanted to do.

That’s why our partners and the NEO creator worked for and on many of the world’s great premium brands – in Australia, the UK, and North America. Brands like LVMH, Moët Hennessy, Lexus, American Express, Qantas, David Jones, Four Seasons, Relais & Chateaux resorts, among others.

In Australia, we have offices in Sydney + Melbourne. And, representatives in Canada, the US, and England.

At the heart of PREMiUM. lies three valuable assets:

  1. NEO premium consumer data & insights
  2. A premium strategy process
  3. Premium activation tools and partnerships

PREMiUM. has an exclusive IP license to the NEO population classification. NEOs (new economic order) are premium consumers with the highest value-potential. Audit giant KPMG (US) accredited NEOs as the gold-standard premium consumer typology. .

Representing around a quarter (24%) of the population, NEOs (and Aspiring NEOs) account for more than three-quarters (77%) of consumer spending. NEOs earn more and, more importantly, spend more than anyone else. Ninety-one percent of NEOs are in the Big Spender category, that’s the top-third of discretionary spenders in the economy. Read more about NEOs here.

PREMiUM. has a partnership with the Roy Morgan Research Institute and its data scientists. The NEO algorithm is embedded in Roy Morgan Single Source, the most comprehensive consumer database in the world. This enables us to see what NEOs are thinking, feeling, doing, and hoping in Australia, New Zealand, the US, and the UK. Deep data+deep insights+deep thinking = profitable growth.

At PREMiUM. we love working with premium brands. But we also love unlocking hidden value for commodity brands like Telstra and Energex Retail by creating high-margin premium platforms that deliver elevated profit and sustainable growth.

It’s simple, really. If it’s premium we love it. And so will you.

Population Percentage

Aspiring NEOs

Watch the neo video

Meet the PREMiUM. Team

NEO Clients

What they say

The NEO strategy really just clicked. It totally influenced our choice of media and creative. We found we were selling Lexus vehicles to people with similar attitudes and zest for life – whether they were 26-year-old professionals or 55-year-olds.

Scott Grant CEO Lexus

In the NEO economy, the more expensive the Champagne, the less difficult it is to sell. Our prestige cuvees – Dom Perignon, Krug, and La Grande Dame – enjoy a loyal NEO following – for whom price is just not a major determining factor in the purchasing equation. And that experience is consistent across our world markets.

Robert Remnant CEO Moet-Hennessy

NEOs allowed us to better understand our clients’ value potential and develop a strategy that differentiated us from our competitors.

Trevor J Hunt CEO NAB Private Bank

PREMiUM Partners

Roy Morgan – Deep Data, Insights & Digital Tools

Roy Morgan is the pre-eminent and longest established market research company in Australia, with an unparalleled reputation as the nation’s single source of truth. Every week Roy Morgan interviews 1,000 single sources of truth – average Australians – face-to-face, in their own homes. The result of the 50,000 personal interviews each year is the Roy Morgan Single Source population database, revealing the attitudes, values, and behaviours of Australians across a comprehensive range of activities. Roy Morgan data scientists are then able to report on Australia’s demographics, values, attitudes, behaviour, concerns, and values. The NEO premium algorithm is embedded in Single Source.

Webqem -User Experience (UX)

webqem provides a one-stop online solution – delivering web site design & development, e-commerce, mobile solutions, social media strategies, online marketing, promotions, and e-learning services. webqem was born in 1999 to meet the demand for a highly skilled web solutions company and has today grown to over 50 people with offices in Sydney, Melbourne, Washington DC USA, Auckland, Singapore, Philippines, and Hong Kong. With unrivalled experience in IT, online marketing and training, the webqem team provides leading edge, one-stop web solutions. webqem partners with some of the world’s leading software companies including Adobe, Ooyala, Gigya, and Magento.

Friendly Persuasion – Customer Communications

Copywriting: Clear, helpful, and persuasive. According to Friendly Persuasion, “Just because you’re writing a payment reminder or claims notice doesn’t mean there’s no place for persuasion. You want people to pay on time. You want people to read and understand their insurance cover.  You need copy that’s not only clear and engaging but also effective. You can have all three.”

Coaching: A cure for antiquated obfuscation. Friendly Persuasion says, “When they speak to customers, your call centre people are engaging and helpful. Then they write an email confirming the details of their chat. Suddenly, that likeable call centre person turns into a stuffy bureaucrat. Words and phrases they’d never use in conversation come tumbling out like dusty artefacts from a bygone era. The POWER to write as they speak.”

Taleist Agency – Website Copywriting

Great copywriters have to live a little first.

According to Taleist, “Our copywriters have studied law and English and French and philosophy, as well as business and marketing (and not just in textbooks). They’ve worked in banking, in IT, in hospitality, in travel. They’ve lectured at universities in PR and journalism. As well as Australia, they’ve lived in Hong Kong, Britain, and France. They’ve slept between four posts in Beverly Hills and on pressed mud in the Laotian jungle. That’s how we know …” Taleist Agency says, “We nail your USP. We invest the time. We don’t work alone. We give straight advice.”



The Honeywill Trust owns the NEO Typology and all its intellectual property. PREMIUM has an exclusive license to the NEO Typology in Australia and works closely with the NEO creator, Dr Ross Honeywill

Media Attention

PREMiUM contacts

SYDNEY: Work Club, Ground Floor, 201 Kent Street, Sydney | MELBOURNE: GPO Box 2928, Melbourne, VIC, 3001
Jonathan Coles: +61 439 377 944 | Iain Good: +61 429 464 243