Leonards Advertising

What Leonards Advertising does

Leonards Advertising is a privately-held, Australian-owned full-service integrated marketing communications and advertising agency headquartered in Sydney, with a secondary office in Melbourne. Founded in 1926 and operating under the legal entity FP Leonards Pty Ltd, the company employs 11-50 staff and serves local government councils, educational institutions, tourism organisations, and select private-sector clients (real estate, clubs) across NSW, Victoria, Queensland, and Northern Territory. Its primary go-to-market leverages direct enterprise field sales supported by the Local Government Procurement (LGP) Approved Contractor panel — its fifth consecutive appointment under tender LGP719 — which provides preferential access to NSW councils without full tender processes.

The company operates two distinct revenue streams. The first is a professional-services agency offering media planning and buying, creative strategy and design, digital marketing, web development, and printing management on a project, retainer, or commission basis. The second is a subscription SaaS product line under the eziSuite platform, comprising eziJob (an end-to-end e-recruitment / Applicant Tracking System with onboarding workflows) and eziAd (an ad placement and approval workflow management tool). Both modules can be deployed standalone or as an integrated suite, and are sold to government departments, corporations, and SMBs as web-based services.

Leonards' commercial proposition is anchored by its regulatory moat (LGP panel access), proprietary technology (eziSuite), and brand longevity ("one of Australia's most enduring media agencies"). Distribution combines direct sales with channel access via LGP procurement, supplemented by event-led demand generation through the annual Evolve Media Summit and content marketing via the Listening Post and Media Trends publications. The leadership team is led by CEO Kate Faithorn, supported by Commercial Director Richard Faithorn and Integrated Media & Marketing Director Geraud Montigny. Membership in the Independent Media Agencies of Australia (IMAA) provides affiliation with thenetworkone's global independent agency network.

Name

Leonards Advertising

Legal name

FP Leonards Pty Ltd

Website

https://leonards.net.au

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Leonards Advertising is a Sydney-based, Australian-owned full-service integrated marketing communications agency serving local government councils, educational institutions, and tourism organisations across NSW, Victoria, Queensland, and Northern Territory, supplemented by proprietary eziSuite SaaS products (eziJob, eziAd).

Ownership category

akta.pro rank

Product category

Integrated Advertising Agency Services

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183)

SIC

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

akta.pro primary industry

Experiential, Event & Sponsorship Marketing (BPAFAAAH)

Keywords

• Integrated advertising services
• Media planning buying
• Government marketing campaigns
• Recruitment management software
• Tourism destination marketing

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Integrated Advertising & Marketing Services: Leonards generates revenue through providing fully integrated marketing communications and advertising services including media planning and buying (campaign and non-campaign), creative strategy and design, digital services (website design, social media, digital marketing), and printing management (public notice and marketing collateral). Revenue is earned through service fees on a project, retainer, or media buying commission basis, primarily serving local government, education, and tourism clients.
2. eziSuite Software Licensing (eziJob, eziAd): Leonards licenses its proprietary eziSuite web-based platforms (eziJob for e-recruitment/ATS and eziAd for ad placement management) to organisations including government departments, corporations, and small businesses. The platforms are offered as both customised and off-the-shelf solutions. Software is delivered as a secure, web-based service.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Leonards Advertising provides fully integrated marketing communications and advertising agency services including media planning and buying, creative strategy and design, web design and development, digital marketing, and printing management, primarily for local government councils, education institutions, and tourism organisations across Australia. The company also develops and licenses the proprietary eziSuite SaaS platform, consisting of eziJob (e-recruitment and Applicant Tracking System) and eziAd (advertising workflow management) modules, sold as standalone or integrated solutions to organisations including government departments, corporations, and small businesses.

Product overview

Leonards Advertising operates eziSuite as its core software platform, comprising two integrated modules: eziAd for advertising management and eziJob for recruitment management. Both modules can operate as standalone functions or together as part of the complete eziSuite system. The company also provides full-service integrated marketing communications and advertising agency services including media planning and buying, creative development, web services, and integrated advertising campaigns across print, digital, social, outdoor, and broadcast channels.

Differentiator

Problem solved

Functional benefit

Brands

• eziSuite: A family of web-based tools providing collaboration and process improvement for recruitment and advertising management, consisting of eziAd and eziJob modules.
• eziJob
• eziAd

Products and services

• Media and Strategy Services Research-driven media planning and buying services providing critical oxygen for every campaign, informing strategic planning with rich and data-driven insights across campaign and non-campaign advertising for local government, education, and tourism clients.
• Creative Services
• Web Design and Development
• Integrated Advertising Campaigns
• eziSuite Platform
• eziAd
• eziJob
• Video Message Packages Video Message Packages designed to help clients reach digital audiences across social media, email, and website channels, including setup of easy-to-use video technology, training, and generic video library creation.

Quantifiable outcome

• Barrington Coast campaign: 75,179 microsite users, 113,250 page views, 90,821 campaign clicks
• +6 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Noble UniversalcoreChannel Partner/ Reseller/ DistributorNoble Universal specialises in promotion within the Chinese community both locally and abroad. Leonards collaborates closely with Noble Universal on campaigns for the City of Sydney, particularly for ethnic community publications (Sing Tao, Sunrise Daily, Rham Thai, HanHo Korean Daily) and targeted outreach to Chinese and Asian communities within the LGA. Noble Universal is listed as a registered subcontractor in Leonards' tender submissions.
• Destination Marketing Store (DMS)coreStrategic or Co-development PartnerAustralia's leading expert in destination branding, strategic tourism planning, experience development and marketing. Leonards partners with DMS for complete brand refresh projects, drawing on DMS expertise in destination branding to complement Leonards' media and campaign execution capabilities. Worked together on Jenolan Caves brand strategy and various council destination campaigns.
• Local Government Procurement (LGP)coreChannel Partner/ Reseller/ DistributorLGP is the NSW Local Government Procurement body that manages procurement panels for councils. Leonards holds approved contractor status under LGP719 Media, Advertising and Creative Services — the fifth consecutive appointment. This panel appointment allows Leonards to provide advertising services to NSW councils without those councils needing to run full tender processes.
• thenetworkoneminorStrategic or Co-development Partnerthenetworkone is the world's largest independent agency network. IMAA membership provides Leonards access to this global network of independent agencies, enabling shared intelligence, collective voice, and enhanced servicing of Australian businesses.
• Independent Media Agencies of Australia (IMAA)coreStrategic or Co-development PartnerNational not-for-profit organisation established in February 2020 to act as the industry's body promoting 100% Australian-owned advertising businesses. Leonards joined as one of nine initial member agencies. IMAA provides formalised network of industry leaders, code of conduct, staff training, pitch support, certification, and access to publishers including television, radio, print and digital.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Thinkerbell: Australian independent full-service agency founded in 2018 with measured creative, media, and PR capabilities. Comparable as an emerging independent competitor pursuing brand, tourism, and government accounts.
• Bastion Collective: Australian-owned independent agency collective offering integrated advertising, media, PR, and digital services. Directly comparable as an independent multi-service agency network pursuing similar government and mid-market clients.
• Atomic 212°: Australian independent media agency and fellow IMAA founding member. Directly comparable as an IMAA-affiliated independent media buying and planning agency competing for the same independent-leaning client mandates.
• BMF Advertising: Independent Australian full-service advertising agency headquartered in Sydney. Comparable as a domestically-owned creative and media agency of similar scale competing for the same brand, government, and tourism client pool.
• M&C Saatchi Australia: Australian arm of the M&C Saatchi global independent agency network. Operates as a full-service creative and media agency in Sydney and Melbourne, competing head-to-head with Leonards for independent mid-market and government clients.
• Cummins&Partners: Independent Australian advertising agency with offices in Melbourne and Sydney offering creative, media, and digital services. Comparable independent agency competing for similar mid-market and government clients.

Broad incumbents

• TBWA Australia: Australian operations of global Omnicom-owned TBWA creative network. Comparable as a full-service creative and media agency with broader geographic reach and holding-company resources that compete with Leonards for major tourism and government accounts.
• Ogilvy Australia: WPP-owned full-service advertising and media network with offices across Australia. Comparable as a broad incumbent offering integrated services to government and enterprise clients, but operating at significantly larger scale than Leonards.
• Publicis Groupe Australia: Australian arm of Publicis Groupe, offering media, creative, digital, and PR services across multiple agency brands. Comparable broad incumbent that competes with Leonards for major accounts but at vastly greater scale and breadth.

Emerging players

• Hall & Partners Australia: Market research and brand consultancy with Australian presence serving government and consumer clients. Comparable as a research-driven partner that occasionally collaborates with or competes against Leonards on destination-marketing and government strategy engagements.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Leonards Advertising