About Us

We are a privately owned Australian business based in Melbourne. Our two owners, Nick Dower and Paul Lidgerwood, have worked in media for over 20 years working on and in some of Australia’s most successful brands – Crown, CUB, Coles, Mitre 10, ANZ, Fairfax and Pacific Publications. The Niche business consists of two symbiotic halves. Our owned media and our agency business. Both are driven by passionate, enthusiastic and experienced storytellers, commercial specialists, designers and project managers.