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Independent Digital Audit – or IDA for short – is helping businesses access quality, affordable and honest recommendations to help improve their online marketing.

Backed by a team of proven online marketing experts with global experience, our auditors are passionate about providing every small business owner with access to transparent, affordable and quality digital advice.

Management Team

Steve Douglas

Managing Director

Steve has over 25 years of extensive media experience, holding senior and management positions with Network 10, Fairfax Newspapers and Condè Nast publications.

During this time Steve was responsible for key client relationships ranging from high-end luxury goods to FMCG. He was also responsible for Master media negotiations and the product development and launch of two highly successful magazines.
Steve launched and ran a highly successful independent strategy and buying agency for more than 10 years, prior to the launch of Slingshot. During this time, Steve managed several high-profile brands, helping them leverage their media exposure and maximise returns. The results that were achieved for clients were based on sound strategies, client and media asset leverage, and capitalising on Steve’s the longstanding and senior relationships with major media partners.

Alexandria Thompson

Head of Operations

An expert in business process, digital media and project management, Ally brings over 10 years of experience to IDA. She has a passion for data and data automation, which ensures all projects are delivered efficiently and to the highest standard.

Ally has worked on a number of small and large clients alike, covering all industries including Government, FMCG, E-commerce, Travel, Pharma and Retail. She is an expert in building company process and operational structure, with a focus on using new and emerging automation technology to deliver business efficiency and quality results. A problem solver at heart, Ally is always up for a new challenge and understands what it takes to get things done.

Simon Gentry

NZ Representitive

A marketing and advertising professional with 25 years international and domestic expertise.  After leaving corporate roles Simon successfully launched and grew 2 businesses, Calibre + Candor and Mime.

Under Simon’s leadership the Calibre + Candor business grew to be New Zealand largest independent agency offering Media, Digital, Social and Creative services.

Simon still advises a select group of clients but today spends more time supporting his business partners and teams as they further develop the businesses.

He also served 4 years on the Diabetes Auckland Board, the last 2 as Deputy Chair.

A family man he is a keen skier, golfer, cricketer, and general fitness type.


Andrew Baxter

Andrew is one of Australia’s most trusted business, marketing and communications advisors. He is passionate about helping companies unlock topline growth through sharp strategy and executional excellence.

Andrew has worked with many of Australia’s largest companies, brands and government bodies, as the CEO of two of the country’s biggest communications agencies — Publicis and Ogilvy — and now as a Senior Advisor at both KPMG and BGH Capital, as well as the Adjunct Professor of Marketing at the University of Sydney.
Andrew regularly writes and speaks about the future of marketing, in a world where both consumers and technology are ever evolving. He has been named as one of LinkedIn’s Top 40 Australian Influencers, recognised by Campaign magazine as one of the Top 5 Agency Leaders in Australia and New Zealand, and was the winner of Australian Marketing Institute’s Sir Charles McGrath Award for his significant contribution to the field of marketing.