Metropolis

Property Marketing Servicesmetropolis.com.au

Metropolis Agency is a Sydney- and Melbourne-based integrated marketing consultancy serving property developers, place-makers, and destination operators with brand, digital, and media services.

Company typePrivate
Founded2005
HeadquartersSydney, Australia
Headcount11–50
GTM typeB2B
OfferingServices

What Metropolis does

Metropolis Agency Pty Ltd is a privately-held, integrated marketing agency founded in 2005 and headquartered in Sydney with a secondary office in Melbourne. The firm serves enterprise clients in three interconnected verticals: Property (residential, commercial, build-to-rent, house and land, industrial), Place (mixed-use precincts, urban regeneration, heritage projects), and Destination (hotels, resorts, retail, hospitality, city branding). Its 60+ person multidisciplinary team is organised around three service pillars: Brand (strategy, positioning, naming, identity, placemaking, content, brand experience), Digital (UI/UX, website and mobile app development, software, CMS implementation, EDM), and Media (performance media buying, lead nurturing, CRM integration, SEO, analytics, data warehousing).

The company generates revenue through professional-services fees on a mix of project-based engagements and retainer arrangements with property developers, REITs, and destination operators. Pricing is quote-based rather than publicly disclosed, and the go-to-market motion is direct enterprise sales supported by a portfolio-driven website, LinkedIn, Instagram, and Vimeo presence. Technology delivery relies on standard web development frameworks, content management systems, and performance media analytics platforms rather than proprietary platforms or AI/ML systems.

Metropolis positions itself as Australia's leading buyer of real estate media, with marquee mandates including Mirvac's national Media agency appointment and a client roster spanning CBus Property, Villawood, Colliers, Aqualand, Centuria, Sekisui, Abadeen, Third.i Group, and GAW Capital. The agency is founder-led (James Cooper, Founder and Director; Mei-ling Billing, Managing Director), privately held with no disclosed external investors or parent company, and recently celebrated its 20-year operating milestone in 2025-2026 alongside a 2024 Urban Developer Award for Excellence in Marketing Innovation.

Metropolis firmographics

Firmographics

Name: Metropolis
Legal name: Metropolis Agency Pty Ltd
Website: https://metropolis.com.au
Company type: Private
Founded year: 2005
Operating status: Operating
Headcount range: 11–50 employees
Short description: Metropolis Agency is a Sydney- and Melbourne-based integrated marketing consultancy serving property developers, place-makers, and destination operators with brand, digital, and media services.
Ownership category
akta.pro rank

Metropolis industry classification

Industry

Product category: Property Marketing Services
NAICS: Advertising Agencies (54181)
SIC: Services-Advertising Agencies (7311)
akta.pro industry: PRIMARYBPAJAGAO
Specialty & Entertainment Venue Property Management
Business & Public Services/Real Estate Services (Brokerage, Property Management)/Commercial Property Management

Keywords

Property marketing services
Integrated brand agency
Place marketing consultancy
Real estate media buying
Destination marketing agency

Where Metropolis is headquartered

Location

Headquarters

HQ city: Sydney
HQ country: Australia
HQ region: Oceania

Offices2 records

Markets served

Metropolis business model

Business model

GTM type: B2B
Offering type: Services
Cost components: Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

Integrated Marketing Services: Agency fees for integrated brand, digital, and media services. Revenue appears to come from project-based engagements and retainer arrangements with property developers and related clients. Services span from brand strategy and identity through to digital development and media buying.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Metropolis product offering

Product offering

Core offering

Metropolis Agency is an integrated marketing agency that delivers brand, digital, and media services to property developers, real estate groups, and destination/hospitality operators across Australia. Its core work spans brand strategy and identity, UI/UX and website/app development, and performance media buying with lead generation, supported by CRM integration, SEO, and analytics. The agency is organized around three specialized vertical markets: Property (residential, commercial, build-to-rent, house and land, industrial), Place (mixed-use precincts and urban regeneration), and Destination (hotels, resorts, retail, hospitality, and city branding).

Product overview

Metropolis Agency operates as an integrated marketing agency offering three interconnected core service pillars: Brand (strategy, identity, placemaking, content, brand experience), Digital (UI/UX, website/app development, software, CMS implementation), and Media (performance media, lead nurturing, CRM integration, SEO, data warehousing). These services are applied across three specialized vertical markets: Property (residential, commercial, build-to-rent, industrial), Place (mixed-use precincts, urban regeneration), and Destination (hotels, hospitality, city branding). The agency positions itself as a fully integrated offering where brand, digital, and media work holistically to deliver marketing outcomes for clients in the property and place development sector.

Differentiator

Problem solved

Functional benefit

Products and services

Brand Services
Digital Services
Media Services
Property Marketing
Place Marketing
Destination Marketing

Quantifiable outcome

$140 million in first weekend sales for Putney Wharf Stage One
+1 more outcomes

Companies that use Metropolis

Customer profile

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Metropolis technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Metropolis partnerships and signals

Strategic signal

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Metropolis competitors and assessment

Company assessment

Broad incumbents

M&C Saatchi Australia: Global creative network with a substantial Australian footprint and property/destination client work. Larger and broader portfolio than Metropolis, competing for the same enterprise property marketing mandates.
DDB Group Australia: DDB Worldwide affiliate in Australia offering brand, digital, and media services. Larger and broader portfolio, competing for the same property and destination briefs.
Leo Burnett Australia: Publicis-owned creative network with Australian operations active in property, retail, and destination categories. Competes for the same enterprise brand and media mandates.
Ogilvy Australia: WPP-owned global agency network with deep Australian operations across brand, digital, and media. Overlaps with Metropolis' integrated offering for large property developer accounts.
VMLY&R (Australia): Global marketing network with Australian operations active in brand experience, digital, and media. Comparable integrated offering competing for enterprise property clients.

Direct peers

Thinkerbell: Independent Australian creative and integrated agency of comparable size, known for full-service brand-plus-media work. Comparable challenger profile for mid-market and enterprise property clients.
RE Sydney: Sydney-based independent creative and brand agency of comparable size, active across property, hospitality, and destination clients. Closely comparable independent-agency competitor for enterprise property work.
Frost* Collective: Independent Australian brand and design agency with comparable mid-size scale. Direct overlap in brand strategy, identity, and place/destination work for property developers.
Bastion Collective: Australian independent full-service agency with comparable size and integrated brand/digital/media offering. Direct competitor for property and destination sector RFPs in Sydney and Melbourne.

Regional players

The Brand Agency (Perth/Sydney): Mid-size independent Australian brand and integrated agency. Comparable in service mix and target market, with primary strength in Western Australia and growing east-coast presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

Metropolis financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Metropolis leadership team

Management profile

Number of profiles

Profiles11 records

Metropolis funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Metropolis M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Metropolis

What does Metropolis do?

Is Metropolis a public or private company?

Metropolis is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Metropolis founded?

Metropolis was founded in 2005. It employs 11 to 50 people.

Where is Metropolis based?

Metropolis is headquartered in Sydney, Australia, in the Oceania region.

How does Metropolis make money?

One revenue line is on record: integrated Marketing Services.

Who are Metropolis's main competitors?

Broad incumbents on record are M&C Saatchi Australia, DDB Group Australia, Leo Burnett Australia, Ogilvy Australia and VMLY&R (Australia). Direct peers are Thinkerbell, RE Sydney, Frost* Collective and Bastion Collective. The Brand Agency (Perth/Sydney) is listed as a regional player.

Does Metropolis have an API?

No public API is recorded for Metropolis.

What industry is Metropolis in?

Metropolis's product category is Property Marketing Services. Its primary akta.pro industry code is BPAJAGAO, Specialty & Entertainment Venue Property Management. Its NAICS code is 54181 and its SIC code is 7311.