Credit: The Garden
Melbourne-based independent agency Social Garden has rebranded as The Garden, citing expanded capabilities and a push into what it describes as a marketing operating system category.
The agency, founded 14 years ago, has grown from a digital performance shop into a full-service marketing and media partner across performance, creative, technology and media.
It counts financial services, property, aged care, education and automotive among its client sectors.
"The 'Social Garden' name served us well, but it no longer captures who we are or where we're going," The Garden CEO, George Glover, said.
"Over the past 14 years, we've built something rare: a truly integrated capability across intelligence, creativity, media and technology.
“The Garden reflects the business we've become and the partner we intend to be for CMOs navigating one of the biggest shifts in our industry."
The rebrand centres on the agency's pitch as a single accountable partner, replacing what it describes as fragmented agency models with an integrated system it calls The Greenhouse, an AI-assisted platform it says combines automated agents with specialist teams to drive commercial outcomes.
Chief operating officer Rebecca Tos said brands winning in the current environment had a system advantage, not a budget one.
"The brands winning right now don't have a bigger budget or more resources. They have a smarter system that removes the complexity tax and performance drag from multiple agency partners and siloed internal business units," she said.
Existing clients will continue working with the same teams.
The agency, a twice-listed Deloitte Tech Fast50 and AFR Fast100 company, is headquartered in Melbourne and operates nationally.
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