SMART

SMART is a full-service Australian advertising agency with offices in Sydney, Melbourne, Gold Coast and Brisbane. SMART is an independently managed business within McCann WorldGroup, part of the Interpublic Group of Companies. Launched in 2000 as a boutique creative agency, SMART was established by a group of ex-multinational agency professionals seeking to create "a strategic and creative alternative to traditional agency thinking". The company's business model has been described as a "borderless" approach, bringing together specialists from various locations and disciplines to service its clients' needs. The firm was originally positioned as a specialist in youth advertising, partly due to the age of its founding partners who were each under thirty when they set up the agency. Marketing magazine B&T named SMART "the New Age ad agency" in its Agency of the Year awards in 2003. It has since been more broadly noted as part of a new breed of agencies who are "breaking away from traditional advertising models".