Howatson Company

What Howatson Company does

Howatson+Company is an Australian full-service creative and advertising agency headquartered in Surry Hills, Sydney, with a second office in Windsor, Melbourne. Founded and led by Chris Howatson, the firm operates as one of Australia's recognized independent creative agencies, serving enterprise clients across financial services, telecommunications, retail, FMCG, media, automotive, and the public sector. Its client roster includes Allianz Australia, Vodafone, Honda, Myer, Bundaberg Rum, Domain, Petbarn, Selleys, MYOB, The Guardian, Qantas, UNSW, Mastercard, Vanguard, the Australian Financial Review, the ABC, DoorDash, and UNICEF, among more than thirty named accounts. The agency has won multiple industry awards including Mumbrella Emerging Agency of the Year (2022), AdNews Independent Agency of the Year, Campaign Asia Agency of the Year, Spikes Asia (2022), D&AD (2022), and recognition at Cannes Lions and AGDA.

The agency's core offering spans integrated advertising campaigns, brand identity and rebranding, data-driven media planning (via an in-house platform branded MOVE), social media content, and film and video production delivered through its in-house studio arm, Plus Also Studios. Technical differentiation is concentrated in (a) a proprietary data-driven media planning product (MOVE), (b) an algorithmic visual identity system deployed for the Triple J rebrand, and (c) generative-AI creative work exemplified by 'Exhibit A-i' for Maurice Blackburn. The agency also markets accessible content solutions and holds GDPR, ISO/NPP Australian Privacy Act, and Climate Active Carbon Neutral certifications, the latter achieved in partnership with Pathzero.

The business model is professional services B2B, monetized through a mix of project-based fees and retainer engagements with enterprise clients. Go-to-market is enterprise sales, leveraging founder relationships, agency-of-the-year positioning, and a portfolio of award-recognized case studies to compete against both network holding companies and other independents for national brand mandates. Operational footprint expanded in 2023 with a new Sydney office named Bundarra, supplementing the existing 479 South Dowling Street headquarters and the Melbourne office.

Name

Howatson Company

Legal name

Howatson+Company

Website

https://howatsonco.com.au

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Howatson+Company is an Australian independent full-service creative agency with offices in Sydney and Melbourne, delivering advertising, brand identity, media planning, social content, and in-house film production to enterprise clients across financial services, retail, FMCG, media, and the public sector.

Ownership category

akta.pro rank

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Integrated Creative Agency Services: Howatson+Company operates as a full-service creative agency generating revenue through project-based client engagements and retainer mandates. Their scope spans campaign strategy, film production, brand identity, OOH, social content, digital, and PR — delivered as an integrated service offering rather than discrete deliverables.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Howatson+Company is a full-service Australian creative agency that delivers integrated advertising campaigns for enterprise clients. Their work spans campaign strategy, brand identity and rebranding, film and video production, out-of-home, social media content, digital, and PR — delivered end-to-end through in-house capabilities including Plus Also Studios.

Product overview

Howatson+Company is a full-service advertising and creative agency offering integrated marketing campaigns across multiple channels including film, social media, out-of-home advertising, digital, radio, and PR. The agency provides brand identity and rebranding services, social media content creation, and in-house production capabilities through Plus Also Studios. Their portfolio spans diverse client sectors including retail, telecommunications, insurance, automotive, government, and non-profit organizations, delivering campaigns that range from local brand platforms to international Super Bowl activations.

Differentiator

Problem solved

Functional benefit

Products and services

• Integrated Advertising Campaigns Full-service creative campaign delivery spanning film, social media, out-of-home (OOH), digital, radio, and PR channels for enterprise client brands across diverse sectors.
• Brand Identity & Rebranding Design and brand identity solutions including visual identity systems, animated brand elements, and comprehensive brand platform development for enterprise clients.
• Social Media Content Creation Platform-specific content development for TikTok, Instagram, Facebook and other social channels, including series content, influencer campaigns and community activations.
• Plus Also Studios Film & Video Production In-house film and video production through Plus Also Studios based in the Melbourne office, producing TV commercials, digital video, cinematic content, and in-house campaign content.
• Accessible Content Solutions Specialised content creation for accessibility, including audio-described cinema experiences and inclusive creative work for clients such as MasterCard's Touch film for the blind and low-vision community.
• Data-Driven Media Planning Technology-enabled media measurement and planning capability (MOVE) for outdoor media, mapping human mobility data to provide accountability for advertising exposure.

Quantifiable outcome

• $1,007,113 raised for Australian Museum Giving Day (doubled the $500K target)
• +4 more outcomes

Named customers35 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• PathzerocoreStrategic or Co-development PartnerHowatson+Company partners with Pathzero, a leading carbon advisory firm, to thoroughly assess and understand their environmental impact. Pathzero conducts full audits at the close of each financial year, allowing the agency to accurately track and manage its carbon footprint. This partnership underpins the agency's Climate Active carbon neutral certification.
• New Leaf Carbon Project (Tasmania)supportingOthersOne of the APAC Climate Active and Australian Government certified projects that Howatson+Company invests in to offset its carbon emissions. Located in Tasmania, this is part of the agency's offset portfolio.
• April Salumei Rainforest Conservation (Papua New Guinea)supportingOthersAPAC Climate Active and Australian Government certified rainforest conservation project in Papua New Guinea used by Howatson+Company to match and offset its carbon emissions.
• Thiaki Rainforest Restoration (Queensland)supportingOthersAPAC Climate Active and Australian Government certified rainforest restoration project in Queensland used by Howatson+Company to offset its carbon emissions through meaningful local action.

Scale indicators1 record

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• TBWA Australia: Australian operations of Omnicom-owned TBWA global disruption network; competes with Howatson+Company for enterprise brand platform briefs with the backing of a global holding company network.
• Ogilvy Australia: WPP-owned global agency network's Australian operations; competes with Howatson+Company for the same enterprise brand strategy, creative, and PR briefs with the advantage of global scale and integrated media-buying.
• Droga5 (Accenture Song): Globally recognized creative agency (now part of Accenture Song); competes with Howatson+Company for premium creative briefs and is the acquirer of The Monkeys, a comparable Australian independent — illustrating the consolidation threat to mid-sized independents.
• Leo Burnett Australia: Australian arm of Publicis-owned Leo Burnett global network; offers broader portfolio (creative, media, digital) at scale and competes with Howatson+Company for the same enterprise CMO briefs, often with bundled media-buying leverage.

Direct peers

• Thinkerbell: Australian independent creative agency offering integrated brand strategy, creative, and production services to enterprise clients. Comparable size, award profile, and customer segments (insurance, retail, FMCG) to Howatson+Company.
• M&C Saatchi Australia: Australia arm of the global M&C Saatchi network offering full-service creative across strategy, advertising, and digital; comparable enterprise client base and integrated campaign capabilities.
• Special Group: Sydney-based independent creative agency with comparable full-service integrated offering across film, OOH, social, digital, and brand identity. Competes head-to-head for the same Australian enterprise briefs with similar relationship-led positioning.
• BMF: Award-winning Australian creative agency with similar integrated capabilities and enterprise client mix; both agencies compete for the same brand platform and campaign briefs in the Australian market.
• Cummins&Partners: Australian independent creative agency offering integrated advertising and brand strategy services to enterprise clients; comparable scale, independent positioning, and customer segments to Howatson+Company.
• The Monkeys (now Droga5 / Accenture Song): Australian independent full-service creative agency with comparable enterprise client roster and integrated campaign model; both target the same enterprise CMO pool with similar 'no house style' creative philosophy. Acquired by Droga5/Accenture Song in 2024, illustrating the competitive and consolidation pressure Howatson+Company faces.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/howatsonco

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Howatson Company