By All Means

What By All Means does

By All Means is a Melbourne-based creative advertising agency operating since 2014 under a registered 'Theory of Inspiration™' methodology, with a headcount of 11–50 employees and a single headquarters at 1/361 Little Bourke Street in Melbourne's CBD. The firm is privately held and founder-controlled, co-led by Managing Partners Mat Cummings and Georgina Pownall, with no disclosed external investors, funding rounds, or parent entities.

The agency delivers full-service creative work including brand strategy, naming, visual identity, multi-channel advertising campaigns (TV, digital, social, outdoor, print, radio), film production, experiential marketing, website design and build, and PR. Its client base spans roughly nine industries—government (City of Melbourne, Racing Victoria), legal (Gordon Legal, Macpherson Kelley), real estate (REA Group, Lifestyle Communities), insurance (RACV), technology (MYOB, Fiverr), hospitality (Old Mates, Bubba Pizza), food and beverage (Bridge Road Brewers, Always Fresh), retail (Clarks), and healthcare/disability services (Hearth, My Plan Manager). Notable engagements include a City of Melbourne campaign credited with $57 ROI per $1 spent and $66.5m in economic impact, an ASX-listed Lifestyle Communities brand repositioning ('Way to Live'), and the technology-integrated Homelessness Happns campaign with dating app Happn.

Revenue is generated through project-based fees and retainer arrangements on undisclosed commercial terms. Distribution is direct-to-client consultative sales supported by an Instagram presence and a portfolio website, with client acquisition heavily reliant on referrals and demonstrated case studies. The firm supplements commercial work with pro-bono social initiatives (Counter Covid 2020, Locktown 2021, Homelessness Happns 2023) that double as brand-building exercises. Geographic operations are concentrated in Victoria with documented activity in New South Wales and project-level reach into the US (New York).

Name

By All Means

Legal name

By All Means

Website

https://byallmeans.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

By All Means is a Melbourne-based, founder-controlled creative advertising agency (11–50 employees, est. 2014) that delivers brand strategy, multi-channel campaigns, film production, and experiential marketing to enterprise clients across government, real estate, legal, F&B, and healthcare sectors in Australia.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

Keywords

• Creative advertising services
• Brand strategy consulting
• Visual identity design
• Campaign development
• Experiential marketing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: By All Means generates revenue through providing creative advertising services including brand strategy, branding, visual identity, campaign development, film production, and experiential marketing. Revenue is generated through project-based fees and retainer arrangements with clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

By All Means is a Melbourne-based creative company that delivers full-service creative advertising, brand strategy and visual identity development, multi-channel advertising campaigns (TV, digital, social, outdoor, print, radio), film production, experiential marketing activations, and website design and build. The agency serves enterprise brands, consumer brands, and government/public-sector clients across Australia with project-based and retainer engagements.

Product overview

By All Means is a creative advertising agency based in Melbourne, Australia, operating since 2014. The company functions as a unified creative company offering ad agency services, strategic consultancy, production, and design studio capabilities. Their core offerings include brand strategy and identity development, multi-channel advertising campaigns (digital, social, OOH, print, TV, radio), experiential marketing activations, and pro-bono social initiatives. They work with diverse clients across government, retail, hospitality, legal, and nonprofit sectors, creating campaigns that span brand films, outdoor advertising, content marketing, and digital experiences. The agency also develops proprietary brand platforms for clients and runs social impact initiatives including Counter Covid and Homelessness Happns.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy and Visual Identity Comprehensive branding services including brand strategy, naming, visual identity development, style guides, and collateral design for new and existing brands. Deliverables span brand naming, full visual identity systems, style guides, and ongoing collateral.
• Creative Advertising Services Full-service creative advertising including strategic consultancy, campaign development, and design services delivered across TV, digital, social, outdoor, print, and radio channels for clients across enterprise, consumer, and government sectors.
• Film Production Film production services spanning brand films, content films, TV commercials, BVOD advertising, and promotional video content for brand campaigns.
• Experiential Marketing Experiential marketing activations and brand experiences, including promotional stunts and live brand activations such as campaigns for Bubba Pizza and Fiverr.
• Website Design and Development Website design and build services as part of integrated brand identity and campaign projects, including sites for Hearth (disability services) and Conlan Cummings law firm.
• Public Relations (PR) Services Public relations support delivered alongside brand and campaign projects to drive earned media and communications outcomes for clients.

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• HappnminorStrategic or Co-development Partner · 1 January 2023By All Means partnered with dating app Happn for the Homelessness Happns campaign. The partnership used Happn's geolocation technology to show users real stories of homelessness at the locations where they occurred, creating an innovative awareness campaign.
• The Council to Homeless PersonsminorOthers · 1 January 2023The Homelessness Happns campaign partnered with The Council to Homeless Persons, directing campaign traffic and attention to their cause for addressing homelessness in Melbourne.
• Beyond BlueminorOthers · 1 January 2021By All Means partnered with Beyond Blue, Australia's mental health organization, for the Locktown initiative. The pro-bono project raised $45,000 for Beyond Blue during Melbourne's extended COVID lockdown.
• Moon DogminorStrategic or Co-development Partner · 1 January 2020During the COVID-19 pandemic, By All Means partnered with Moon Dog brewery for their Counter Covid initiative. Moon Dog provided free tinnies for customers who ordered takeaway pub meals, helping Melbourne pubs survive the lockdown crisis.
• Flemington and Caulfield Racing ClubsminorStrategic or Co-development Partner · 1 January 2019By All Means worked with Victoria's major racing clubs (Flemington and Caulfield) alongside Racing Victoria to create unified brand positioning for the Spring Racing Carnival.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Thinkerbell: Independent Melbourne-based creative agency offering brand strategy, creative, PR, and experiential work across Australia. Closely comparable in size, model, and Melbourne market positioning to By All Means.
• The Monkeys (Deloitte Digital): Australian independent creative agency known for brand strategy, campaigns, and design. Comparable in offering (full-service creative, brand-led storytelling) and in serving enterprise and government clients.
• Special Group: Independent creative agency operating across Australia and New Zealand with integrated brand, digital, and experiential capabilities. Closely matches By All Means' full-service creative model and cross-Tasman ambition.
• The Works (part of Capgemini Invent): Sydney-based independent creative agency with strong brand and campaign credentials. Comparable in offering (creative, brand strategy, integrated campaigns) and customer base (enterprise, consumer brands).
• Bullfrog: Melbourne-born independent creative agency focused on brand strategy, design, and integrated campaigns. Direct comparable in scale, geography, and brand-led creative philosophy.
• We Are Social Australia: Social-first creative agency with strong digital, content, and campaign capabilities. Comparable to By All Means on the social, digital, and content production side of the offering.

Broad incumbents

• Clemenger BBDO Melbourne: Network-affiliated Melbourne creative agency serving major enterprise and government clients. Overlaps significantly with By All Means' enterprise/government work but operates with far greater scale and resources.
• M&C Saatchi Australia: Global network agency with Australian operations offering brand strategy, advertising, and creative services. Comparable in service mix but with broader geographic reach and network resources.
• Ogilvy Australia: Global network agency operating in Australia across advertising, brand strategy, PR, and digital. Comparable in offering but with significantly larger scale, multi-market reach, and enterprise client roster.

Emerging players

• Hardhat: Australian digital creative and technology agency with capabilities in digital experience, content, and creative technology. Partially overlapping with By All Means' digital/web/experiential work, particularly on tech-enabled campaigns like Homelessness Happns.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/byallmeansagency

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 By All Means