The Royals
The Royals is an Australian independent creative advertising agency (founded 2011) serving enterprise brands across automotive, FMCG, financial services, and nonprofit verticals with integrated strategy, creative, and delivery services from Melbourne and Sydney offices.
- Company typePrivate
- Founded2011
- HeadquartersCremorne, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Royals does
The Royals (legal entity The New Royals Pty Ltd) is an Australian creative advertising agency founded in 2011, operating from headquarters in Cremorne, Melbourne and a regional office in Surry Hills, Sydney. The firm organizes its offering around three integrated service pillars: Context (business strategy, brand positioning, content strategy, media planning, experience architecture, research and insight), Creative (integrated campaigns, visual design, brand identity, retail activation, digital content, on-ground activation), and Delivery (360 production, experiential, CRM, interactive experiences, social and influencer marketing, and measurement/reporting). It serves enterprise brands across automotive (Mercedes-Benz, Mercedes-Benz Vans, Coates Hire), FMCG (Dairy Farmers, Coopers Brewery, CC's, Papa Giuseppi's, DON Smallgoods), financial services (Athena, MyState Bank, McMillan Shakespeare/Oly), telecommunications (More, Tangerine), media (News Corp, NGV), nonprofit (Beyond Blue, Brain Cancer Centre), and consumer products (Koala, Wild Secrets).
The business operates as a B2B professional services firm with no proprietary technology platform. Revenue is generated through project fees and retainers under formal Scope of Work agreements, with 30-day payment terms and additional billing for sundry expenses. New business is sourced via direct enterprise field sales, with new enquiries directed to a dedicated email. The agency reports quantifiable campaign outcomes for clients, including $345m in mortgage-application pipeline within two weeks for Athena, 165% sign-up uplift for Spotify Premium Student Store, 250M+ earned media impressions for Dairy Farmers' Scrolling Girl, and 30%-174% conversion lifts for Coates Hire during Covid-19. The Royals self-describes as 'the most interested agency in the world' and has participated in the National Gallery of Victoria's 2022 Rigg Design Prize, with a stated service territory covering Australia and New Zealand. No external parent company, PE backing, or institutional investor ownership has been disclosed.
The Royals firmographics
Firmographics- Name
- The Royals
- Legal name
- The New Royals Pty Ltd
- Website
- https://theroyals.com.au
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Royals is an Australian independent creative advertising agency (founded 2011) serving enterprise brands across automotive, FMCG, financial services, and nonprofit verticals with integrated strategy, creative, and delivery services from Melbourne and Sydney offices.
- Ownership category
- akta.pro rank
Where The Royals is headquartered
LocationHeadquarters
- HQ city
- Cremorne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
The Royals business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Creative Agency Services: Professional services revenue generated through strategic creative consulting, integrated campaign development, brand design, and production services. Clients pay fees for services rendered plus sundry expenses including travel, external costs, and delivery charges. Engagements operate on project fees or retainer arrangements with payment terms of 30 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom professional services engagements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
The Royals product offering
Product offeringCore offering
The Royals is an Australian creative advertising agency that delivers end-to-end brand and campaign solutions for enterprise clients. Its offering spans three integrated service pillars: Context (business strategy, brand positioning, content strategy, media planning, experience architecture, and research/insight), Creative (integrated campaigns, visual design, brand identity, retail activation, and digital content), and Delivery (360 production, experiential, CRM, interactive experiences, social/influencer marketing, and measurement/reporting). Engagements are sold on a project or retainer basis, with sundry expenses billed additionally on 30-day payment terms.
Product overview
The Royals is a creative advertising agency operating as a single unified service offering rather than a platform-plus-modules architecture. The company provides three integrated service pillars: Context Services (strategic consulting including business strategy, brand positioning, content strategy, communications and media planning, experience architecture, and research/insight), Creative Services (integrated campaigns, visual design, brand identity and naming, retail activation, digital content, and on-ground activation), and Delivery Services (360 production, experiential, CRM, interactive experiences, social and influencer marketing, and measurement/reporting). These services work together to deliver end-to-end creative solutions for clients across various industries.
Differentiator
Problem solved
Functional benefit
Products and services
- Context Services
- Creative Services
- Delivery Services Production and campaign execution services including 360 Production, Experiential, CRM, Interactive Experiences, Social and Influencer Marketing, and Measurement and Reporting. Sold to enterprise clients as part of an integrated creative engagement.
Quantifiable outcome
- 165% uplift in sign ups for Spotify Premium Student Store
- +9 more outcomes
Companies that use The Royals
Customer profileNamed customers23 records
Segments3 records
Ideal customer profiles3 records
The Royals technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Royals partnerships and signals
Strategic signalScale indicators15 records
Recent moves6 records
Expansion highlights4 records
The Royals competitors and assessment
Company assessmentDirect peers
- Thinkerbell: Award-winning ANZ independent creative agency offering brand strategy, creative, PR, and experience-led work. Comparable in size, independence positioning, and target enterprise client base.
- Cummins&Partners: Independent Australian creative agency operating across brand, advertising, and digital. Comparable in independent structure, ANZ focus, and integrated campaign offering for enterprise brands.
- Special Group: Independent ANZ creative agency with offices in Australia and New Zealand, focused on brand-led creativity for enterprise clients. Closely comparable in geography, independence model, and creative award positioning.
- The Monkeys: Independent Australian creative agency (now part of Accenture Song) operating with similar enterprise-client focus and integrated campaign model. Direct competitor for ANZ brand strategy and creative mandates.
Broad incumbents
- McCann Australia: Australian arm of McCann Worldgroup, a global advertising network. Competes for ANZ enterprise creative and brand strategy mandates with the backing of a large holding-company network.
- Leo Burnett Australia: Australian operation of Leo Burnett Worldwide (Publicis), a major global creative network. Direct competitor for ANZ enterprise brand and campaign work with significantly larger parent resources.
- M&C Saatchi: Global creative network with strong ANZ presence (M&C Saatchi Australia). Competes for the same enterprise brand strategy and creative mandates as The Royals but with broader geographic reach and network resources.
- BBDO Australia: Australian arm of BBDO Worldwide, a top global creative network. Competes for the same ANZ enterprise creative and brand strategy engagements as The Royals, backed by global network infrastructure.
- TBWA Australia: Australian arm of global TBWA network, offering brand strategy, creative, and media services. Competes in the same ANZ enterprise pitch landscape but with global network affiliation.
- DDB Australia: Australian operation of DDB Worldwide (Omnicom), one of the largest global creative networks. Competes for enterprise creative mandates in ANZ with deeper media and production resources.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
The Royals social profiles
Digital presenceThe Royals compliance and trust
Trust signalCompliance2 records
The Royals financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Royals leadership team
Management profileNumber of profiles
The Royals funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Royals M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Royals
What does The Royals do?
The Royals is an Australian creative advertising agency that delivers end-to-end brand and campaign solutions for enterprise clients. Its offering spans three integrated service pillars: Context (business strategy, brand positioning, content strategy, media planning, experience architecture, and research/insight), Creative (integrated campaigns, visual design, brand identity, retail activation, and digital content), and Delivery (360 production, experiential, CRM, interactive experiences, social/influencer marketing, and measurement/reporting). Engagements are sold on a project or retainer basis, with sundry expenses billed additionally on 30-day payment terms.
Is The Royals a public or private company?
The Royals is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Royals founded?
The Royals was founded in 2011. It employs 51 to 100 people.
Where is The Royals based?
The Royals is headquartered in Cremorne, Australia, in the Oceania region.
How does The Royals make money?
One revenue line is on record: creative Agency Services.
Who are The Royals's main competitors?
Direct peers on record are Thinkerbell, Cummins&Partners, Special Group and The Monkeys. Broad incumbents are McCann Australia, Leo Burnett Australia, M&C Saatchi, BBDO Australia, TBWA Australia and DDB Australia.
Does The Royals have an API?
No public API is recorded for The Royals.