Spending power
TheGrid Corporate Spending Power index would rate purchasing capacity from registry, scale and activity signals.
Spending power
Key facts
Counted staff
1
self-reported band not used
Founded
2000
26 years
Registry matches
9
ABR
Office countries
1
2 addresses
Funding rounds
None on record
Company type
Privately Held
self-reported
Legal entities
1 brand → 9 possible registrationsThese are name matches on ABR. 9 registrations share this brand's name; which one you contract with is a question for the register.
SMART CORPORATION PTY LTD
ABN19084487301
SMART & CO. PTY LTD
ABN52614043104
SMART AUSTRALIAN PTY LTD
ABN26666334265
SMART (AUSTRALIA) PTY LTD
ABN36074651595
Smart & Co Pty Ltd
ABN37136447240
AUSTRALIA SMART PTY. LTD.
ABN46662955035
AUSTRALIAN SMART GROUP PTY LTD
ABN64168712534
SMART PTY LTD
ABN36136264170
SMART GROUP AUSTRALIA PTY LTD
ABN99625739871
Legal entities
Show as table · SMART: 9 registry entities
| SMART CORPORATION PTY LTD | ABN 19084487301 |
|---|---|
| SMART & CO. PTY LTD | ABN 52614043104 |
| SMART AUSTRALIAN PTY LTD | ABN 26666334265 |
| SMART (AUSTRALIA) PTY LTD | ABN 36074651595 |
| Smart & Co Pty Ltd | ABN 37136447240 |
| AUSTRALIA SMART PTY. LTD. | ABN 46662955035 |
| AUSTRALIAN SMART GROUP PTY LTD | ABN 64168712534 |
| SMART PTY LTD | ABN 36136264170 |
| SMART GROUP AUSTRALIA PTY LTD | ABN 99625739871 |
| Confirmed matches | 0 of 9 |
A candidate is a name match on the registry, not a confirmed identity, and two candidates are ambiguity rather than a corporate structure.
Description
SMART, now part of HERO Australia, was launched as a creative independent in 2000 by creatives Ben Lilley, Paul Findlay and John Mescall.
The agency began life as a boutique creative agency of five, working with a handful of clients from a drafty church in Melbourne. SMART quickly grew though, to become Australia’s largest independent, with over 100 staff across Melbourne, Sydney, Queensland and New Zealand.
The founding vision was “a smarter strategic and creative alternative to traditional agency thinking”; for clients and staff alike. Because its management team worked in multinationals prior to launching SMART, they were dedicated to creating something different. The kind of agency they’d always wanted to work in, but could never find.
SMART received significant recognition in the press and award shows the world over. Described by AdNews as “one of the best known independent advertising success stories in Australia” and “the new age ad agency” by B&T Magazine, SMART was recognised in the AdNews, B&T and Campaign Brief Agency of the Year awards, as well as local and global creative and effectiveness award shows including the Effies, Cannes Lions, New York Festivals and One Show. Its clients included adidas, ANZ Bank, Coca Cola, Ferrero, Levi’s, Mambo, McDonald’s, News Limited, Specsavers, Unilever, Volvo and Vodafone.
In 2011, SMART was acquired McCann Worldgroup in a ‘reverse takeover’ that saw its leadership take over the managed of McCann across Australia and New Zealand. It was a successful merger that soon saw McCann Australia become the most awarded agency in the world, creating globally recognised work like the iconic Dumb Ways Today, still the most awarded campaign in advertising history.
In 2020, both the McCann Australia and SMART businesses were sold to Ben Lilley. Today, SMART continues to operate independently, working alongside McCann as part of local Australian creative independent HERO.
Locations
Country footprint
Show as table · Offices in 1 country
| Countries | 1 |
|---|---|
| Primary country | AU |
All codes: AU
Addresses
- AU32 Grosvernor St; Sydney, NSW 2000Primary
- AU574 St Kilda Rd; Level 7; Melbourne CBD, Victoria 3000
Grid intelligence Members
Signals & hiring
Hiring, headcount and registry-change signals, streamed to members.
Latest signal
Hiring activity
Headcount trend
Financials
Registry-filed capital and financial indicators, standardised by TheGrid.
Paid-up capital
Fiscal period
Registered charges
Revenue
Profit / loss
People & contacts
1 employee profiles on record · names withheld.
Names and titles are intentionally absent from this page. The source relation carries no consent record across the privacy regimes this directory spans, so it is never requested and never stored. Search engines see exactly what you see here.
Counts only. No names are stored here, and none are served.
FAQ
Which legal entities operate under SMART?
nine registrations match the name SMART: SMART CORPORATION PTY LTD (ABN 19 084 487 301), SMART & CO. PTY LTD (ABN 52 614 043 104) and SMART AUSTRALIAN PTY LTD (ABN 26 666 334 265).
How many people work at SMART?
The record holds 1 counted staff profiles at January 2026. Its self-reported band sits above that count and is not published as a headcount.
Where does SMART have offices?
Two addresses on record, Australia only. Primary: 32 Grosvernor St, Sydney, NSW 2000.
Has SMART raised funding?
None linked to this brand.
Which companies are listed alongside SMART?
4 profiles list SMART as a peer — 77th percentile in Advertising Services. It lists ten peers of its own. Hero Group Services and Aquila Creative Agency list it back.