Josh Israeli and Dean Gruskin.
Sydney-based social creative agency Swan Studio has landed Canva, Channel 9 and Hungry Jack’s accounts in one month.
Co-founded by Josh Israeli and Dean Gruskin in 2023, the agencies remit is to use paid social as an effective acquisition engine.
“We hold ourselves accountable to performance and real business results, not vanity metrics. Paid social is a distinct discipline,” Swan Studio co-founder, Josh Israeli told AdNews.
“It rewards creative that is native, fast, and built to perform inside algorithms that evolve constantly. That is what we have built Swan around, and that is what we plan to deliver for our clients.”
The agency has set its sights on the top end of the market, building a creative offering sharp enough to compete with longer-running agencies.
They aim to be “the most respected social agency in the world.”
“We’ve always wanted to be the best. That is the number one pursuit,” said Swan Studio co-founder, Dean Gruskin.
“We want to be the best and known by the best, and we’ve been working hard towards this. It’s such a strong sign of our momentum, but it doesn’t stop here. We keep pushing on.
“This is the moment we’ve been building towards, but it’s also just the beginning. The clients we’ve won, the recognition we’ve earned, it all just raises the bar for what we go after next.”
The team has utilised Claude code to create a suit of tools as part of an end-to-end platform.
“We’re constantly testing AI in production across images, video, voice, and audio, but where we’re seeing the most impact is in the tools and systems we’re building around the work,” said Israeli.
“These are designed to support creatives by reducing admin, strengthening research and consumer understanding, and enabling more effective creative testing.”
Israeli said that winning these clients in the same month wasn’t a coincidence. It’s a reflection of the work they've put in, the creative, the strategy, the relationships.
“These are brands that could go anywhere. The fact that they chose us says everything,” he said.
“When we started Swan, we knew the only way to build something real was to do great work and let the results speak.
“We never wanted to be the agency that talks about being great. We wanted to actually be it. That’s still the standard we hold ourselves to every day.”
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