Draft:Spinach advertising agency
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Spinach is an independent integrated advertising agency headquartered in Melbourne, Australia. The company provides creative and media advertising services.
'''HISTORY'''
Spinach was founded by Craig Flanders and Frank Morabito in Melbourne, Australia, in 1999{{Cite web |title=Spinach under new management as founders step aside - AdNews |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au |language=en}}.
The pair had worked together at FCB Melbourne prior to starting their own agency. Spinach’s founding clients included Heinz, Scholl, Durex, Converse, Melbourne Airport and Renault{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}}.
To broaden the agency’s expertise and knowledge with data, in 2023, the agency purchased digital analytics and optimisation consultancy Digital Balance{{Cite web |title=Spinach acquires Digital Balance |url=https://www.mediaweek.com.au/spinach-acquires-digital-balance/ |access-date=2026-04-23 |website=www.mediaweek.com.au}} from consultancy Ebiquity. Richard Taylor, Digital Balance managing director, continued to oversee the business until it was subsumed into Spinach.
In 2024, Spinach was appointed by Viva Energy Retail{{Cite web |url=https://www.adnews.com.au/campaigns/coles-express-becomes-reddy-express-with-brand-transition-by-spinach |access-date=2026-04-23 |website=www.adnews.com.au}} to help manage the transition from Coles Express to Reddy Express covering brand strategy, creative comms development and campaign production. The same year, the agency was also appointed lead communications partner for Haymes Paints following a competitive pitch{{Cite web |title=Spinach to brush up Haymes Paint's comms strategy as agency of record {{!}} Mi3 |url=http://www.mi-3.com.au/13-08-2024/spinach-brush-haymes-paints-comms-strategy-agency-record |access-date=2026-04-23 |website=www.mi-3.com.au |language=en}}.
In 2025, founders Craig Flanders and Frank Morabito stepped back from the business{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}} and handed over the reins to a new leadership team. Nicole Miranda, a former head of marketing at Coles Liquor, became Managing Director. Ben Willee, who had been with the business for 13 years stepped up to the role of Executive Director of Media and Data. Dom Megna, formerly of CHEP, became Executive Creative Director.
'''OPERATIONS'''
Spinach provides services including growth strategy, brand strategy, creative campaign development, media planning and buying, channel and audience strategy, brand identity, digital production, content strategy and production, data and analytics, testing and optimisation{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}}.
As of March 2026, the agency’s client list includes Viva Energy retail brand Reddy Express (part of OTR Group){{Cite web |url=https://www.adnews.com.au/campaigns/coles-express-becomes-reddy-express-with-brand-transition-by-spinach |access-date=2026-04-23 |website=www.adnews.com.au}}, Haymes Paint, Baby Bunting{{Cite web |url=https://www.adnews.com.au/news/spinach-wins-baby-bunting-media-account |access-date=2026-04-23 |website=www.adnews.com.au}}, Drummond Golf{{Cite web |last=Wilkinson |first=Zoe |date=2019-06-30 |title=Drummond Golf appoints Spinach to its strategic planning and creative account |url=https://mumbrella.com.au/drummond-golf-appoints-spinach-to-its-strategic-planning-and-creative-account-586634 |access-date=2026-04-23 |website=Mumbrella |language=en-US}}, Homebuyers Centre, Black Swan dips{{Cite web |url=https://www.adnews.com.au/campaigns/black-swan-dips-swan-dive-in-via-spinach |access-date=2026-04-23 |website=www.adnews.com.au}} and NutriV.
== References ==
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Spinach is an independent integrated advertising agency headquartered in Melbourne, Australia. The company provides creative and media advertising services.
'''HISTORY'''
Spinach was founded by Craig Flanders and Frank Morabito in Melbourne, Australia, in 1999{{Cite web |title=Spinach under new management as founders step aside - AdNews |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au |language=en}}.
The pair had worked together at FCB Melbourne prior to starting their own agency. Spinach’s founding clients included Heinz, Scholl, Durex, Converse, Melbourne Airport and Renault{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}}.
To broaden the agency’s expertise and knowledge with data, in 2023, the agency purchased digital analytics and optimisation consultancy Digital Balance{{Cite web |title=Spinach acquires Digital Balance |url=https://www.mediaweek.com.au/spinach-acquires-digital-balance/ |access-date=2026-04-23 |website=www.mediaweek.com.au}} from consultancy Ebiquity. Richard Taylor, Digital Balance managing director, continued to oversee the business until it was subsumed into Spinach.
In 2024, Spinach was appointed by Viva Energy Retail{{Cite web |url=https://www.adnews.com.au/campaigns/coles-express-becomes-reddy-express-with-brand-transition-by-spinach |access-date=2026-04-23 |website=www.adnews.com.au}} to help manage the transition from Coles Express to Reddy Express covering brand strategy, creative comms development and campaign production. The same year, the agency was also appointed lead communications partner for Haymes Paints following a competitive pitch{{Cite web |title=Spinach to brush up Haymes Paint's comms strategy as agency of record {{!}} Mi3 |url=http://www.mi-3.com.au/13-08-2024/spinach-brush-haymes-paints-comms-strategy-agency-record |access-date=2026-04-23 |website=www.mi-3.com.au |language=en}}.
In 2025, founders Craig Flanders and Frank Morabito stepped back from the business{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}} and handed over the reins to a new leadership team. Nicole Miranda, a former head of marketing at Coles Liquor, became Managing Director. Ben Willee, who had been with the business for 13 years stepped up to the role of Executive Director of Media and Data. Dom Megna, formerly of CHEP, became Executive Creative Director.
'''OPERATIONS'''
Spinach provides services including growth strategy, brand strategy, creative campaign development, media planning and buying, channel and audience strategy, brand identity, digital production, content strategy and production, data and analytics, testing and optimisation{{Cite web |url=https://www.adnews.com.au/news/spinach-under-new-management-as-founders-step-aside |access-date=2026-04-23 |website=www.adnews.com.au}}.
As of March 2026, the agency’s client list includes Viva Energy retail brand Reddy Express (part of OTR Group){{Cite web |url=https://www.adnews.com.au/campaigns/coles-express-becomes-reddy-express-with-brand-transition-by-spinach |access-date=2026-04-23 |website=www.adnews.com.au}}, Haymes Paint, Baby Bunting{{Cite web |url=https://www.adnews.com.au/news/spinach-wins-baby-bunting-media-account |access-date=2026-04-23 |website=www.adnews.com.au}}, Drummond Golf{{Cite web |last=Wilkinson |first=Zoe |date=2019-06-30 |title=Drummond Golf appoints Spinach to its strategic planning and creative account |url=https://mumbrella.com.au/drummond-golf-appoints-spinach-to-its-strategic-planning-and-creative-account-586634 |access-date=2026-04-23 |website=Mumbrella |language=en-US}}, Homebuyers Centre, Black Swan dips{{Cite web |url=https://www.adnews.com.au/campaigns/black-swan-dips-swan-dive-in-via-spinach |access-date=2026-04-23 |website=www.adnews.com.au}} and NutriV.
== References ==
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