TotallyAwesome hires industry expert Tom Simpson as Non-Executive Chair

Tom Simpson, Non- Executive Chair at TotallyAwesome

TotallyAwesome, Australia’s advanced digital advertising network for kids, teens, and families, today announced the appointment of Tom Simpson as Non- Executive Chair. The hire comes just weeks after the company announced that it successfully raised $10m in seed funding from Partners for Growth and Yefira Group to invest in product development, onboard sales, data science and machine learning talent; and explore strategic mergers and acquisitions.

What does Simpson bring to Totally Awesome?

Simpson, who will be based in Singapore, will work closely with the TotallyAwesome leadership team as the firm scales its marketplace and builds the first YouthSafe Desk and YouthSafe Tag certification products to offer marketers ultimate brand safety online.

Simpson has over 18 years’ industry experience, most recently as SVP APAC with AdColony, the global in-app marketing platform. Simpson is also a board member of the Mobile Marketing Association APAC and strategic advisor to, an in-game mobile ad firm.

Tom Simpson, Non-Executive Chair of TotallyAwesome said: “Youth-safe advertising is an exciting opportunity, with a market of stakeholders in brands, parents, and young people.”

“I’m delighted to join TotallyAwesome and work closely with them to provide a clear and ethical youth-safe advertising alternative to the current crop of behaviour-modification machines offered by big tech – which pose such a risk for the next generation of children.”

What is the market offering of TotallyAwesome?

Will Anstee, Chief Executive Officer of TotallyAwesome

Will Anstee, TotallyAwesome CEO said: “Surveillance advertising has become normalised by the big tech platforms, but it can be extremely damaging for young lives. TotallyAwesome is in a unique position to provide our partners with tech to create a youth-safe advertising ecosystem and Tom will be an integral part towards delivering on the promise.”  

TotallyAwesome enables a youth-safe digital ecosystem by curating media inventory for brands to engage safely with over 500 million monthly active under 18-users in APAC.

In July TotallyAwesome launched TotallyPlay, the industry’s largest brand safe gaming platform for brands to engage with under-18 gamers through in-game marketing, rewarded video in mobile games, pre-rolls around popular gaming YouTubers, custom integrations within a virtual world, or an in-stream placement during a gaming tournament.

TotallyAwesome is compliant with both COPPA and GDPR data privacy guidelines and regulations, and the company is a member of the kidSAFE Seal Program.