As Sourcey.M commemorates a remarkable decade of delivering innovative and sustainable branded merchandise, we are delighted to feature a special Q&A session with Emily Murray, the visionary Founder and Creative Director of Sourcey.M. From its humble beginnings, Emily has transformed Sourcey.M into one of Australia's leading merchandise agencies, renowned for its commitment to ethical sourcing and unique product offerings.
Join us as we delve into Emily's journey, the challenges overcome, and the milestones achieved over the past ten years, offering valuable insights into the evolution of Sourcey.M and the branded merchandise industry.
What inspired the launch of Sourcey.M, and how has the business evolved over the past decade?
Before launching Sourcey.M, I spent years in brand marketing and saw the same uninspired, low-quality merch—cheap pens, forgettable fidget spinners, and landfill-bound gimmicks. It was frustrating. I knew brands could do better, and I wanted to change the game.
The idea behind Sourcey.M was simple: brand in hand, not brand in the bin. Instead of cranking out mass-produced junk, we’re all about high-quality merch that people actually want to use and, more importantly, remember! When you invest in better merch, you get better returns down the line—and it gives your brand a fantastic boost. Let’s be real: no one builds a strong brand off a flimsy plastic pen that barely writes!
In the last ten years, Sourcey.M has transformed into Australia’s Merch Mecca. We’ve teamed up with some of the biggest names, sourced products from top suppliers, and shown that promo items can be premium.
What are some of the most significant changes you’ve seen in the promotional products industry since Sourcey.M was founded?
The industry has come a long way since we started in 2013. One of the biggest shifts is the focus on sustainability. When we first started, eco-friendly options were limited—now, they’re everywhere, and brands actually care about choosing them. That’s a win.
Another big change? Good design is finally getting the spotlight it deserves! More businesses are realizing that just slapping a logo on something doesn’t cut it—it takes thought, purpose, and solid execution to create real branded merch.
That said, I’ve noticed a lot of companies jumping on the DIY, online-only merch bandwagon, and honestly, I don’t think that’s the way to go. We saw this at AIME, where hundreds of marketing pros were looking for expert advice. They don’t have the time to keep up with the latest trends or figure out the best branding techniques—that’s where we come in. At Sourcey.M, we don’t just hand clients a catalogue and say, “Good luck.” We dive into their brief, offer smart recommendations, and take care of all the details to deliver top-notch merch.
Can you share a standout project or milestone that has been pivotal to Sourcey.M’s success?
One of our biggest game-changing moments happened about eight years ago. I got a call from a marketing manager at Southern Cross Austereo (SCA)—they had just completed a rebrand and needed giant PMS colour-matched beach balls for the launch.
They had reached out to multiple agencies, but no one could meet their timeline or colour requirements. For most, it was too hard. But we have a never-say-die attitude at Sourcey.M. We made the impossible happen, delivering exactly what they needed, on time, and in their brand colours.
That project turned into a long-standing partnership, and to this day, we’re merch besties with SCA. We’ve collaborated on countless projects and advertised on their stations, which has fueled our growth over the years.
What key values and practices have helped build strong client relationships and establish the Sourcey.M brand?
At Sourcey.M, we’re not just a merch supplier—we’re a merch partner. Our clients trust us because we bring innovation, expertise, and a whole lot of heart to every project.
Our values are the foundation of everything we do:
As Sourcey.M looks to the future, what’s next for the business, and how do you see the industry evolving?
While the industry is leaning towards digital self-service solutions, we’re all about going back to basics with top-notch customer service. And not just any customer service—the absolute best! Because at the end of the day, it’s all about building relationships, not just making transactions. We don’t just sell merch; we partner with brands to bring their vision to life.
So, what’s next for Sourcey.M? We’re focused on more innovation, more premium and sustainable merch, and finding new ways to make branded products really work for brands—not just sit in a drawer gathering dust.
When the going gets tough, we’ve got our merch besties’ backs. That’s what makes us stand out, and it’s what’s going to keep us thriving for the next decade and beyond!
