|
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".〔(AdNews, 4 April 2008 )〕 The company's business model has been described as a "borderless" approach,〔(B&T Magazine, 2 February 2004 )〕 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.〔(AdNews, 19 October 2007 )〕 Marketing magazine ''B&T'' named SMART "the New Age ad agency" in its Agency of the Year awards in 2003.〔(B&T Magazine, 17 September 2004 )〕 It has since been more broadly noted as part of a new breed of agencies who are "breaking away from traditional advertising models".〔(AdNews, 22 February 2008 )〕 The media interest in SMART's "non-traditional" model is typical of a broader industry trend being observed in most developed advertising markets,〔(USA Today, 9 October 2005 )〕 with independent agencies like TAXI and StrawberryFrog experiencing similar recognition for their unconventional business models. In 2011, McCann Worldgroup, the world’s largest marketing services company and advertising agency group, acquired SMART and replaced the management of McCann Worldgroup Australia with the management team from SMART.〔http://mumbrella.com.au/mccann-confirms-smart-acquisition-lilley-to-replace-mort-as-ceo-59321〕 The essence of SMART remains but is now connected to a world of global insights and expertise. == Clients and awards == SMART's creative work has been recognized at advertising award shows including the Cannes Lions International Advertising Festival, One Show, Clio Awards, (New York Festivals ) and local Australian advertising shows. The business was named ''B&T Agency of the Year'' in 2003〔 and was subsequently recognised in the ''AdNews Agency of the Year Awards'' in 2004 and 2005, and both the ''AdNews'' and ''B&T Agency of the Year Awards'' in 2006. SMART has also featured in the ''Business Review Weekly'' ''Fast100'' list of Australia's fastest growing businesses.〔(Business Review Weekly, 14 October 2004 )〕 The agency is known for taking a selective approach to its clients, focusing on "blue-chip" creative advertisers 〔 such as adidas, Coca Cola, Ferrero, Levi's, McDonald's, Gloria Jeans Coffees, Australand, Grocon and Unilever. SMART has been recognised for several Australian agency firsts, such as its appointment by iconic Australian brand Mambo,〔(Sydney Morning Herald, 17 June 2004 )〕 a client who had previously refused to work with advertising agencies. It has also gained infamy for 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.〔(AdNews, 23 April 2004 )〕 A stunt that involved agency staff disguising themselves as takeaway delivery drivers to post recruitment advertisements inside competing agencies attracted considerable criticism.〔(AdNews, 13 February 2004 )〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「SMART (advertising agency)」の詳細全文を読む スポンサード リンク
|