HBK

What HBK does

HBK Agency (legal entity Hayes Berry Kelly Pty Ltd) is a Melbourne-based, full-service advertising agency operating in Australia since 2004 from its headquarters at 20 Hill Street, Cremorne. The agency produces fully integrated marketing campaigns in-house across advertising (TV, radio, digital, out-of-home), brand and graphic design, website development, digital marketing (SEM, SEO, CRM, social), content and video production, photography, and point-of-sale materials. Its client base consists of Australian national businesses and includes Dulux Group (20+ year relationship spanning Dulux, Dulux Trade, Dulux Powder Coatings, Cabot's, Intergrain, and Feast Watson), STIHL (600+ dealer network with a proprietary marketing platform), SKYN, LifeStyles, Mutual Trust, Tintern Grammar, and Zeal Fine Foods.

Beyond traditional campaign execution, HBK builds and operates proprietary client technology platforms — notably the Dulux Powder Portal (a web-based accreditation and warranty management system) and the STIHL Dealer Marketing Platform (managing 1500+ live ads across 600+ dealers) — embedding the agency into clients' operational marketing stacks and creating a more recurring-revenue structure than pure project work. The agency has also orchestrated strategic cause-marketing partnerships, including the LifeStyles + Teach Us Consent collaboration (consent messaging on packaging) and the STIHL + Royal Botanic Gardens Victoria alliance.

The business model is professional services: HBK sells integrated campaign retainers and project fees to enterprise clients, with no publicly disclosed pricing. It is privately held under founder/management ownership, has 11-50 employees, operates exclusively from Australia, and shows no signs of external investment, M&A activity (an unrelated US accounting firm "Hill, Barth & King" shares the HBK name but is a separate entity), or geographic expansion.

Name

HBK

Legal name

Hayes Berry Kelly Pty Ltd

Website

https://hbk.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

HBK Agency (Hayes Berry Kelly Pty Ltd) is a Melbourne-based, full-service advertising agency producing integrated in-house campaigns in advertising, design, web, digital marketing, and content for Australian national enterprises including Dulux, STIHL, SKYN, and Mutual Trust.

Ownership category

akta.pro rank

Product category

Advertising and Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Campaign & Integrated Communications Agencies (MPAAAAAC)

akta.pro secondary industry

B2B/ABM Creative Agencies (MPAAAAAI)

Keywords

• Integrated advertising services
• Creative campaign development
• Digital marketing solutions
• Brand design services
• Website development services

Headquarters

HQ city

Cremorne

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. Advertising and Creative Services: Full-service advertising agency providing integrated campaigns including advertising, design, website development, digital marketing, social content, out-of-home (OOH), and point-of-sale materials. Revenue is generated through professional service fees for creative and marketing campaigns.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

HBK Agency is a full-service advertising agency producing fully integrated marketing campaigns in-house for Australian national businesses. Core deliverables span creative advertising (TV, radio, digital, out-of-home), brand and graphic design, website development and tech solutions, digital marketing (SEM, SEO, CRM, social), content creation, photography, and point-of-sale materials. The agency connects creativity, technology and data through a single in-house team to deliver cohesive multi-channel campaigns.

Product overview

HBK Agency (Hayes Berry Kelly Pty Ltd) is a full-service advertising agency offering integrated marketing and creative services. The agency's core offering consists of advertising, design, website development, tech solutions, digital marketing, social content, out-of-home (OOH), and point of sale services. Key product offerings include the Dulux Powder Portal (a web-based accreditation and warranty management system), the STIHL Dealer Marketing Platform (managing 600+ dealer sites and 1500+ live ads), and the Tintern Grammar Website Platform (dynamic website with user-based content). Services are delivered in-house across strategy, content creation, photography, and web development.

Differentiator

Problem solved

Functional benefit

Products and services

• HBK Agency Services Full-service advertising agency providing integrated marketing and creative services including advertising, design, website development, tech solutions, digital marketing, social content, out-of-home (OOH), and point of sale, delivered in-house for Australian national businesses.
• Advertising Services Strategic and creative advertising campaigns across multiple channels including TV, radio, digital, and outdoor advertising for national brand clients.
• Website Development In-house web builds and development services creating substantial websites and digital platforms for clients across consumer, dealer, and education use cases.
• Digital Marketing Multi-channel digital marketing services including SEM, SEO, CRM, and social media campaigns managed across platforms for client brands.
• Design Services Brand design, identity design, collateral creation, vehicle signage, uniforms, packaging architecture, and visual design across all client work.
• Content Creation Video content, social content, influencer-created content, and marketing materials produced across various platforms for client campaigns.
• Photography Services Professional photography services supporting marketing and advertising campaigns for client brands.

Named customers7 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• Royal Botanic Gardens VictoriacoreStrategic or Co-development Partner · 1 January 2019HBK initiated and manages the STIHL Australia + Royal Botanic Gardens Victoria partnership launched in 2019, driving ongoing success for both partners through insightful communications and content strategy.
• Teach Us ConsentcoreStrategic or Co-development PartnerHBK initiated a partnership between LifeStyles and Teach Us Consent organization for sexual consent education, resulting in the first major global player to feature consent messaging on condom packaging.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Clemenger BBDO Melbourne: Melbourne-based full-service creative agency operating as part of the Clemenger Group network, providing integrated advertising, digital and design services for major Australian enterprise brands—directly competing for the same national-business integrated campaign mandates as HBK.
• M&C Saatchi Australia: Australian arm of the global M&C Saatchi network, delivering integrated brand, digital and communications campaigns for national Australian clients—a direct peer given overlapping integrated campaign offering and target enterprise client base.
• DDB Group Australia: Melbourne-headquartered creative network (part of DDB Worldwide) producing integrated advertising and digital work for major Australian brands including consumer products and financial services; directly comparable given shared full-service enterprise model and geographic footprint.
• Leo Burnett Australia: Australian office of Leo Burnett Worldwide offering brand campaign and integrated communications services for national clients. Competes for the same Melbourne-anchored enterprise mandates as HBK with a parallel full-service creative model.
• BWM Dentsu: Independent Melbourne creative agency aligned with Dentsu International, providing integrated brand and digital campaigns for Australian national brands—closely comparable on geography, integrated offering and enterprise client focus.
• Thinkerbell: Independent Australian creative agency known for its 'measured magic' model spanning creative, PR, social and experiential for major national brands. Direct peer as a mid-sized independent with integrated-channel capabilities targeting enterprise Australian clients.
• Whybin\TBWA: TBWA's Australian operations providing integrated creative, brand and digital work for national enterprise accounts. Directly comparable on integrated service offering, Melbourne base and pursuit of national brand mandates.

Broad incumbents

• Ogilvy Australia: Australian operations of Ogilvy (WPP) offering integrated brand, advertising, PR and digital services across verticals including consumer goods and financial services. Comparable as a broadly scoped incumbent often competing for the same Dulux/Mutual Trust-tier enterprise mandates as HBK.
• McCann Australia: Australian arm of McCann Worldgroup providing integrated advertising, brand and digital services for major Australian brands. Competes with HBK for national-business integrated mandates and shares the full-service creative agency value proposition.

Emerging players

• The Monkeys (Droga5 Australia): Australian creative agency now part of Droga5/Accenture Song, delivering award-winning integrated brand campaigns for major Australian clients. Comparable as a creative-led peer with strong national brand credentials but a different scale and ownership backdrop.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hbkagency
• LinkedInlinkedin.com/company/hbt-agency
• Instagraminstagram.com/hbk_agency

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 HBK