Bellum Advisors

Lachlan MacDonald Partner at Bellum Advisors, based in Sydney

Updated 13 November 2026

I'm Lachlan MacDonald, a partner at Bellum Advisors. Outside Bellum I work as a marketing consultant in Sydney, and I'm a Senior Partner at Elevateo, the group Bellum belongs to.

What Bellum Advisors does

Bellum Advisors is an AI influencer agency and the luxury division of Elevateo. We design and manage AI models and influencers for womenswear, beauty and lifestyle brands. A brand that would normally hire a model or an influencer can commission a face from us. We design that face to the brand, produce its content in-house and license it to that one client alone.

The agency has six services.

• AI Influencers. AI models and influencers designed for one brand, with the stills, video and social content produced by us.
• Managed Models. For brands that want a human model or influencer. We match the person to the brief and run the vetting, contracts, scheduling and reporting.
• Website Design. Sites that are designed, built and written by one team, with the content made in-house.
• Marketing. Campaign creative and the channels it runs on, handled by the same team.
• Branding. Strategy, naming, identity, voice and guidelines.
• Consulting. Advice for founders and brands at a launch, a pivot or a move into a new market.

How Bellum works

All of the work is done in-house and nothing is outsourced. The visuals are digital, so there are no castings or shoots to schedule. Bellum takes on few clients on purpose, so each one deals with senior people. Every enquiry starts with a written brief, and you can send one from the form at the bottom of the home page.

My role

I'm one of the partners in Bellum Advisors. Most of my own work is marketing. I act as head of marketing for Clean Haven, a commercial exterior cleaning company in New South Wales, and for Stream Catcher, a live streaming company in Sydney.

Elevateo is the group behind Rosey Co (marketing), Boltloop (automation), Flooda (software), Leadzly (sales) and Blue Pillar (US). I run Boltloop.

Find me elsewhere

I also work as a residency consultant. From Sydney I run The Paraguay Plan, The Hong Kong Plan and China Plan, and I co-run The Global Plan with Allan Chan.

I have pages on Boltloop, Mentorship Ltd and Rosey Co, and I'm on LinkedIn.