Smart Creative takes on the big guys

By AdNews | 6 February 2000
MELBOURNE: Creative shop Smart Creative has catapulted itself into the agency scene with dot-com accounts, strong contacts in MelbourneÕs business community and former George Patterson Bates senior writer, Ben Lilley, at the helm as company director. For its latest dot-com acquisition, the agency teamed up with boutique media shop, Frank Media, to beat Samuelson Talbot & Partners, Spin Communications and The Reality Group in a pitch for Sinewave, an online strategy development company which has the Top100 and Hitwise web sites. Lilley, who joined the agency last Friday, said: ÒWe donÕt just go in with a creative idea for an ad campaign, we find ways to make that idea work across everything. ÒThere is no great secret to making an idea work across different mediums. Larger agencies often refuse to do it because they want to specialise where the money is, which is mainstream advertising, but weÕre different because weÕre media neutral.Ó Smart Creative launched in 1990 as a design studio, but now handles advertising for David MarrinerÕs Lindrum and Westin hotels, Seek, as well as work for online retailer Wishlist, which it won in March from Whybin TBWA & Partners.

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