Spinach

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.

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

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

• Integrated advertising agency
• Media planning buying
• Creative campaign development
• Brand identity services
• Data driven marketing

Headquarters

HQ city

Saint Kilda

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, Infrastructure

Revenue model

1. Creative and Campaign Services: Full-service creative campaign development, brand identity, content production, and digital production services billed as project-based or retainer engagements
2. Media Planning and Buying: Media channel strategy, planning and buying across broadcast, print, OOH, digital, social and search channels
3. Brand and Strategy Services: Integrated growth strategy, brand identity development, measurement and reporting, data and analytics services

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core 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

Named customers19 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Sonder.iominorOthersSpinach 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 EngineminorStrategic or Co-development PartnerPartnership 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

Direct 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

• Xx.com/SpinachAus
• Facebookfacebook.com/SpinachAustralia
• LinkedInlinkedin.com/company/spinach-advertising
• Instagraminstagram.com/spinachaustralia

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Spinach