Spinach
Spinach is an independent Melbourne-based integrated advertising agency combining creative, media planning and buying, brand, production, and data analytics under a single P&L for Australian brands, retailers, and select non-profits.
- Company typePrivate
- Founded2000
- HeadquartersSaint Kilda, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Spinach does
Spinach Advertising is a privately held, Melbourne-based independent advertising agency operating under a single integrated P&L that combines creative, strategy, media planning and buying, brand identity, digital production, content, and data analytics. Founded in 2000 and headquartered at Level 1, 112 Buckhurst St, South Melbourne, the agency serves Australian brands, retailers, start-ups and select non-profits across verticals including FMCG, automotive retail, real estate, government, mobility, and food/beverage. Named clients include Reddy Express, Autobarn, Haymes Paint, Mr Chen's, The Reject Shop, Linkt, the Australian Department of Health, and the Australian Conservation Foundation.
The agency's underlying technology platform includes a Data Management Platform (DMP), Demand Side Platform (DSP), real-time bidding infrastructure, real-time data visualisation and reporting tools, and cross-channel analytics and tagging, supporting a 'screen agnostic recency strategy' that combines linear TV, BVOD and social channels. Services are delivered across broadcast, print, out-of-home, digital, social and search, with the agency positioning itself as media-agnostic and channel-driven rather than siloed by discipline.
Spinach generates revenue through professional services engagements structured as project-based and retainer fee arrangements, with no public pricing. Its go-to-market is sales-led and direct-to-client, anchored by Managing Director & Co-founder Craig Flanders and Executive Director of Media & Data Ben Willee. The team comprises approximately 16 staff, and the firm operates with no disclosed institutional ownership, subsidiaries, or external funding.
Spinach firmographics
Firmographics- Name
- Spinach
- Legal name
- Spinach Advertising
- Website
- https://spinach.com.au
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Spinach is an independent Melbourne-based integrated advertising agency combining creative, media planning and buying, brand, production, and data analytics under a single P&L for Australian brands, retailers, and select non-profits.
- Ownership category
- akta.pro rank
Spinach industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty) (BPAFAAAJ)
- akta.pro secondary industries
- Marketing Automation & Lifecycle/Drip Campaign Management (MPAAAIAC), Copywriting & Editorial Production (BPAFAIAA)
Keywords
Where Spinach is headquartered
LocationHeadquarters
- HQ city
- Saint Kilda
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Spinach business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Creative and Campaign Services: Full-service creative campaign development, brand identity, content production, and digital production services billed as project-based or retainer engagements
- Media Planning and Buying: Media channel strategy, planning and buying across broadcast, print, OOH, digital, social and search channels
- Brand and Strategy Services: Integrated growth strategy, brand identity development, measurement and reporting, data and analytics services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based and retainer fee arrangements |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Spinach product offering
Product offeringCore offering
Spinach is a fully integrated advertising agency that delivers creative campaign development, media planning and buying, brand identity, digital production, content strategy and data-driven analytics to Australian brands, retailers and non-profits. It combines these disciplines under a single P&L so creative, strategy, media and production work together on each engagement, supported by an in-house programmatic and data technology stack including DMP, DSP, real-time bidding and real-time reporting tools.
Product overview
Spinach is a fully integrated advertising agency headquartered in Melbourne, Australia, with nearly 25 years of experience. The agency operates as a unified platform that brings together diverse marketing disciplines—including creative, strategy, media planning and buying, brand identity, digital production, content creation, and data analytics—in a non-siloed structure with one P&L. Their core offering combines integrated growth strategy with creative campaign development, supported by proprietary technology capabilities including a Data Management Platform (DMP), Demand Side Platform (DSP), and real-time data visualisation tools. The agency delivers services across broadcast, print, out-of-home (OOH), digital, social, and mobile channels, emphasising data-driven audience targeting and measurable campaign performance through cross-channel analytics and tagging.
Differentiator
Problem solved
Functional benefit
Products and services
- Integrated Growth Strategy Strategic consulting service that combines creative, media and production expertise to drive business growth for Australian brands, retailers and start-ups.
- Creative Campaign Development Development of bold creative ideas and attention-getting advertising campaigns delivered across multiple channels including TV, BVOD, OOH, digital and social.
- Media Planning & Buying Media channel and audience strategy, engagement planning and multi-platform media buying including broadcast, print, OOH, digital, social and search.
- Brand Identity Visual identity development, brand strategy, brandmark design and brand positioning services.
- Digital Production Website design and development, content production and digital asset creation for integrated campaigns.
- Content Strategy & Production Comprehensive content planning and creation across multiple formats and channels for paid, owned and earned media.
- Data & Analytics Data-driven insights, audience analysis, testing and optimisation, including measurement & reporting with cross-channel analytics and tagging.
- SEO & SEM Search engine optimisation and search engine marketing services delivered as part of digital strategy, planning and buying.
- Mobile App Download & Engagement Campaigns Campaign services focused on mobile app user acquisition and engagement, including Cost Per Download optimisation.
Quantifiable outcome
- Mr Chen's awareness increased 6% (39% to 45%) and consideration up 4% (30% to 34%)
- +2 more outcomes
Companies that use Spinach
Customer profileNamed customers19 records
Segments2 records
Ideal customer profiles2 records
Spinach technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Spinach partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Sonder.iominorSpinach partners with Sonder.io to provide world class care for the health, safety and wellbeing of their employees and their families. This reflects their belief that a supportive culture leads to stronger employee retention, innovative thinking and better results for clients.
- 7RED EngineminorPartnership with 7RED Engine for Australian Conservation Foundation campaign, enabling in-program integrations during AFL telecasts and news programs to amplify campaign reach.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Spinach competitors and assessment
Company assessmentDirect peers
- Thinkerbell: Australian independent integrated creative, media and PR agency headquartered in Melbourne. Closest size and structural match to Spinach's fully integrated single-P&L model serving Australian brands and retailers.
- Howatson+Co: Australian independent creative and media agency delivering integrated campaigns across creative, content, and media channels — comparable in structure, scale, and Australian-market focus to Spinach.
- BMF: Long-standing Australian independent creative agency offering integrated brand strategy, creative, and production comparable to Spinach's full-service integrated offering, with similar mid-size Australian market positioning.
- AJF Partnership: Australian independent creative agency providing brand strategy, creative campaigns, and integrated advertising work for Australian brands and retailers — directly comparable scope and market.
Broad incumbents
- Ogilvy Australia: WPP-owned global advertising network's Australian operations delivering integrated advertising, PR, and consulting spanning multiple specialisations — broader portfolio than Spinach's focused integrated offering.
- Leo Burnett Australia: Publicis-owned global agency's Australian branch delivering integrated creative, media, and production at larger scale; spans similar client verticals (retail, FMCG, government) as Spinach.
- M&C Saatchi Australia: Global creative network's Australian branch providing full-service advertising, brand strategy, and integrated media offerings comparable in scope to Spinach's integrated model.
- Dentsu Australia: Major Japanese-owned global advertising network's Australian operations offering creative, media, digital, and CXM services — directly overlapping with Spinach's integrated service portfolio but at network scale.
- McCann Australia: Australian arm of global agency network McCann (Interpublic Group) offering creative, media, and brand experience services at significantly larger scale than Spinach, with overlapping capabilities.
- VMLY&R Australia: WPP-owned global brand experience and advertising network's Australian operations offering creative, digital transformation, and commerce services — broader portfolio than Spinach's mid-sized integrated agency.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Spinach social profiles
Digital presenceSpinach financial estimates
Financial estimateRevenue estimate
Valuation estimate
Spinach leadership team
Management profileNumber of profiles
Profiles11 records
Spinach funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Spinach 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 Spinach
What does Spinach do?
Spinach is a fully integrated advertising agency that delivers creative campaign development, media planning and buying, brand identity, digital production, content strategy and data-driven analytics to Australian brands, retailers and non-profits. It combines these disciplines under a single P&L so creative, strategy, media and production work together on each engagement, supported by an in-house programmatic and data technology stack including DMP, DSP, real-time bidding and real-time reporting tools.
Is Spinach a public or private company?
Spinach is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Spinach founded?
Spinach was founded in 2000. It employs 11 to 50 people.
Where is Spinach based?
Spinach is headquartered in Saint Kilda, Australia, in the Oceania region.
How does Spinach make money?
Three revenue lines are on record. Creative and Campaign Services are the primary driver. The others are media Planning and Buying and brand and Strategy Services.
Who are Spinach's main competitors?
Direct peers on record are Thinkerbell, Howatson+Co, BMF and AJF Partnership. Broad incumbents are Ogilvy Australia, Leo Burnett Australia, M&C Saatchi Australia, Dentsu Australia, McCann Australia and VMLY&R Australia.
Does Spinach have an API?
No public API is recorded for Spinach.
What industry is Spinach in?
Spinach's product category is Advertising Services. Its primary akta.pro industry code is BPAFAAAJ, Direct Marketing, CRM & Lifecycle (Email, SMS, Loyalty), with a secondary code of MPAAAIAC, Marketing Automation & Lifecycle/Drip Campaign Management. Its NAICS code is 54181 and its SIC code is 7311.