tone down overly promotional text, add categories, decapitalize to align with articles title
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{{Use dmy dates|date=October 2020}} |
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{{Use dmy dates|date=October 2020}} |
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{{Infobox company |
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{{Infobox company |
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| name = SMART |
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| name = Smart |
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| logo = SMART-LOGO.jpg |
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| logo = SMART-LOGO.jpg |
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| size = |
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| size = |
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| type = Independently Owned Creative Agency |
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| type = [[Privately held company|Private]] |
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| foundation = [[Sydney]], Australia (2000) |
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| foundation = 2000 |
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| founders = Ben Lilley, Paul Findlay and John Mescall |
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| founders = Ben Lilley
Paul Findlay
John Mescall |
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| location_city = [[Melbourne]] |
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| location_city = [[Melbourne]] |
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| locations = 3 |
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| locations = 3 |
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| industry = [[Advertising agency]]
[[Marketing]]
[[Brand]]ing |
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| industry = [[Advertising]] |
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| services = Brand Advertising, Communication Strategy, Social Media and Digital Services |
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| services = Brand Advertising, Communication Strategy, Social Media and Digital Services |
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| homepage = {{url|smartinc.com}} |
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| owner = Ben Lilley |
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| homepage = {{url|smartinc.com}}}} |
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}} |
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'''Smart''' is an Australian [[advertising agency]] with offices in [[Sydney]], [[Melbourne]] and [[Brisbane]] launched in 2000. Over the next decade the business grew to become Australia's largest independent agency. |
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'''SMART''' is an independent [[Australia]]n [[advertising agency]] with offices in [[Sydney]], [[Melbourne]] and [[Brisbane]]. SMART was launched in 2000 as a boutique creative agency. Over the next decade the business grew to become Australia's largest independent agency [{{Cite web |last=Burrowes |first=Tim |date=2010-06-16 |title=Smart acquires The Foundry to become Australia’s biggest independent agency |url=https://mumbrella.com.au/smart-acquires-the-foundry-to-become-australias-biggest-independent-agency-28271 |access-date=2023-02-11 |website=Mumbrella |language=en}}] and was described by AdNews Magazine as "one of the best known independent advertising agency success stories in the country".[{{Cite web|date=2008-04-04|title=Your next target|url=https://www.adnews.com.au/yafNews/F7C9D135-B9DE-4C28-AC69B8239E507B85|access-date=2023-02-11|website=AdNews|language=en}}] SMART's founders created the most awarded campaign in the history of the [[Cannes Lions International Festival of Creativity]],[{{cite news|url=https://www.reuters.com/article/us-australia-advertising-die-idUSBRE95N03L20130624 |title=Quirky 'Dumb Ways to Die' campaign sweeps advertising awards |date=24 June 2013 |work=Reuters |access-date=11 Feb 2023}}] ''[[Dumb Ways to Die]]''. |
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==Overview== |
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==Overview== |
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SMART was established by a group of ex-multinational agency professionals seeking to create "a strategic and creative alternative to traditional agency thinking".[{{Cite web|date=2004-04-20|title=They've got the look|url=https://www.theage.com.au/national/theyve-got-the-look-20040420-gdxpg0.html|access-date=2021-06-28|website=The Age|language=en}}] He was named one of ''AdNews's'' forty top industry professionals under forty and his agency became the most awarded in the world.[{{Cite web|last=Murphy|first=Paige|date=2020-02-03|title=Ben Lilley is the new owner of McCann Australia|url=https://www.adnews.com.au/news/ben-lilley-is-the-new-owner-of-mccann-australia|access-date=2023-02-11|website=AdNews|language=en}}]
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Smart was established by a group of ex-multinational agency professionals.[>{{Cite web|date=2008-04-04|title=Your next target|url=https://www.adnews.com.au/yafNews/F7C9D135-B9DE-4C28-AC69B8239E507B85|access-date=2023-02-11|website=AdNews|language=en}}> The agency's founding partners were [[creative director]]s Ben Lilley, Paul Findlay and John Mescall. Lilley is a media commentator, particularly in the area of [[youth marketing]],.][{{Cite web|date=2004-04-20|title=They've got the look|url=https://www.theage.com.au/national/theyve-got-the-look-20040420-gdxpg0.html|access-date=2021-06-28|website=[[The Age]]|language=en}}] He was named one of ''AdNews's'' forty top industry professionals under forty and his agency became the most awarded in the world.[{{Cite web|last=Murphy|first=Paige|date=2020-02-03|title=Ben Lilley is the new owner of McCann Australia|url=https://www.adnews.com.au/news/ben-lilley-is-the-new-owner-of-mccann-australia|access-date=2023-02-11|website=AdNews|language=en}}] |
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The founding partners 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.[{{Cite web|title=]B&T - Australia's leading title for the advertising, marketing, media and PR industries|url=https://www.bandt.com.au/|access-date=2021-06-28|website=B&T|language=en-US}} |
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The founding partners were each under 30 when they set up the agency. Marketing magazine ''B&T'' named Smart the New Age ad agency in its Agency of the Year awards.[{{Cite web|title=???|url=https://www.bandt.com.au/|access-date=2021-06-28|website=B&T|language=en-US}}] |
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In 2011, [[McCann Worldgroup]] acquired SMART and replaced the management of McCann Worldgroup Australia with the management team from SMART.[{{Cite web|last=Hicks|first=Robin|date=2011-09-28|title=McCann confirms Smart acquisition, Lilley to replace Mort as CEO|url=https://mumbrella.com.au/mccann-confirms-smart-acquisition-lilley-to-replace-mort-as-ceo-59321|access-date=2021-06-28|website=Mumbrella|language=en-US}}] In 2020, SMART was reacquired back from McCann Worldgroup by Ben Lilley, who runs it as an independent advertising agency once again today.[{{Cite web|last=Wilkinson|first=Zoe|date=2020-02-03|title=Former CEO Ben Lilley to acquire McCann Australia|url=https://mumbrella.com.au/former-ceo-ben-lilley-to-acquire-mccann-australia-615471|access-date=2021-06-28|website=Mumbrella|language=en-US}}] |
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In 2011, [[McCann Worldgroup]] acquired Smart and replaced the management of McCann Worldgroup Australia with the management team from Smart.[{{Cite web|last=Hicks|first=Robin|date=2011-09-28|title=McCann confirms Smart acquisition, Lilley to replace Mort as CEO|url=https://mumbrella.com.au/mccann-confirms-smart-acquisition-lilley-to-replace-mort-as-ceo-59321|access-date=2021-06-28|website=[[Mumbrella]]|language=en-US}}] In 2020, Smart was acquired back from McCann Worldgroup by Ben Lilley, who runs it as an independent advertising agency once again today.[{{Cite web|last=Wilkinson|first=Zoe|date=2020-02-03|title=Former CEO Ben Lilley to acquire McCann Australia|url=https://mumbrella.com.au/former-ceo-ben-lilley-to-acquire-mccann-australia-615471|access-date=2021-06-28|website=Mumbrella|language=en-US}}] |
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==Clients== |
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==Clients== |
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SMART was appointed by Australian brand [[Mambo Graphics|Mambo]],[{{Cite web|date=2004-06-17|title=Mambo farewells its flatulent pooch|url=https://www.smh.com.au/business/mambo-farewells-its-flatulent-pooch-20040617-gdj515.html|access-date=2021-06-28|website=]The Sydney Morning Herald|language=en}} a client who had previously refused to work with advertising agencies. It has also undertaken several unconventional stunts, including sending dwarves to the headquarters of [[Peugeot]] in an effort to secure a spot on the car maker's agency pitch list. A stunt that involved agency staff disguising themselves as takeaway delivery drivers to post recruitment advertisements inside competing agencies also raised eyebrows.
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Smart was appointed by Australian brand [[Mambo Graphics|Mambo]],[{{Cite web|date=2004-06-17|title=Mambo farewells its flatulent pooch|url=https://www.smh.com.au/business/mambo-farewells-its-flatulent-pooch-20040617-gdj515.html|access-date=2021-06-28|website=[[Sydney Morning Herald]]|language=en}}] a client who had previously refused to work with advertising agencies. It has also undertaken several unconventional stunts, including sending dwarves to the headquarters of [[Peugeot]] in an effort to secure a spot on the car maker's agency pitch list. A stunt that involved agency staff disguising themselves as takeaway delivery drivers to post recruitment advertisements inside competing agencies also raised eyebrows.{{cn}} |
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==Awards== |
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==Awards== |
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SMART was named ''B&T Agency of the Year'''' ''Fast100'' list of Australia's fastest growing businesses.[{{Cite web|title=Careers] {{!}} Latest News & Analysis {{!}} The Australian Financial Review {{!}} AFR|url=https://www.afr.com/work-and-careers/careers|access-date=2021-06-28|website=Australian Financial Review|language=en}} The agency is known for taking a selective approach to its clients, focusing on "blue-chip" creative advertisers.
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Smart was named ''B&T Agency of the Year''[{{Cite web|title=Careers|url=https://www.afr.com/work-and-careers/careers|access-date=2021-06-28|website=[[Australian Financial Review]]|language=en}}] The agency is known for taking a selective approach to its clients, focusing on blue-chip creative advertisers.[> Smart's founders created the most awarded campaign in the history of the [[Cannes Lions International Festival of Creativity]], ''[[Dumb Ways to Die]]''.][{{cite news|url=https://www.reuters.com/article/us-australia-advertising-die-idUSBRE95N03L20130624 |title=Quirky 'Dumb Ways to Die' campaign sweeps advertising awards |date=24 June 2013 |work=Reuters |access-date=11 Feb 2023}}>] |
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==References== |
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==References== |
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{{Reflist|2}} |
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{{Reflist}} |
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==External links== |
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==External links== |
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*[http://smartinc.com/ Official Website] |
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*[http://smartinc.com/ Official website] |
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*[https://searchscope.com.au/ Digital Marketing] |
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{{Authority control}} |
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{{Authority control}} |
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[[Category:Privately held companies of Australia]] |
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[[Category:Advertising agencies of Australia]] |
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[[Category:Advertising agencies of Australia]] |
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[[Category:Companies based in Melbourne]] |
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[[Category:Privately held companies of Australia]] |
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[[Category:2000 establishments in Australia]] |
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