Background
Background: Creative + Culture is a Sydney-based, privately held creative consultancy that mobilizes a global network of diverse creators to deliver brand consulting, creative counsel and special projects for enterprise clients across technology, luxury, beverage and sports.
- Company typePrivate
- Founded2017
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Background does
Background: Creative + Culture is a Sydney-headquartered, privately held creative consultancy founded in 2017 that provides brand consulting, creative counsel, cultural concierge services and special project execution to enterprise clients. The firm operates as a talent mobilization network rather than a traditional agency: for each engagement it assembles custom-built teams drawn from a self-described global network of "diverse makers, shapers and creators" who actively participate in culture, rather than relying on permanent creative staff. Its publicly named client roster spans major technology platforms (Google, Facebook, Instagram, YouTube), consumer electronics (LG Electronics, SONOS), luxury and athletic fashion (Moncler, Mulberry, Under Armour), beverage (Asahi, Pernod Ricard), gaming and sports (EA Sports), editorial media (The Face) and travel/hospitality (Airbnb).
The company's offering is service-based and project-delivered, with no disclosed software products, APIs, or proprietary technology platforms beyond its talent network and bespoke team-assembly capability. It has no disclosed patents, certifications, funding rounds, or named leadership team, and its online footprint is limited to a corporate website (backgroundcc.com), an Instagram handle (@background_cc), a SoundCloud channel (soundcloud.com/backgroundcc), and a single partnership contact email ([email protected]). Geographic reach is described as global, but no specific office locations or operating geographies are disclosed beyond the Sydney headquarters.
The business model is project-based creative consulting sold directly to enterprise brand teams, with pricing and engagement economics not publicly disclosed. Go-to-market is primarily direct engagement with enterprise clients, supplemented by organic social presence on Instagram and SoundCloud for cultural visibility and brand awareness. Customer segmentation targets "future minded brands" seeking authentic cultural engagement and access to diverse creative perspectives that traditional agencies are perceived to lack.
Background firmographics
Firmographics- Name
- Background
- Website
- https://backgroundcc.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Background: Creative + Culture is a Sydney-based, privately held creative consultancy that mobilizes a global network of diverse creators to deliver brand consulting, creative counsel and special projects for enterprise clients across technology, luxury, beverage and sports.
- Ownership category
- akta.pro rank
Background industry classification
Industry- Product category
- Creative & Brand Consulting Services
- NAICS
- Graphic Design Services (54143)
- SIC
- Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Event Design, Decor & Styling (HSACAAAB)
- akta.pro secondary industry
- Event Theming, Mood Boards & Concept Design (HSACAOAH)
Keywords
Where Background is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Background business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Distribution channels1 record
Marketing channels3 records
Background product offering
Product offeringCore offering
Background provides creative counsel and cultural concierge services to future-minded brands by mobilizing a global network of diverse makers, shapers, and creators. The company assembles custom-built teams to deliver special projects for enterprise clients across technology, fashion, beverage, sports, and consumer electronics categories.
Product overview
Background is a creative services company that provides creative counsel, cultural consulting, and special project services to brands. It operates as a talent mobilization network rather than a traditional product platform, assembling custom-built teams of diverse creators, makers, and suppliers to deliver creative work. The company does not offer distinct software products or modules — its offering is service-based consulting and project delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- Creative Counsel
Companies that use Background
Customer profileNamed customers15 records
Segments1 record
Ideal customer profiles1 record
Background technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Background partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- AirbnbcoreWorld-class brand partner. Background provides creative counsel and cultural insights to Airbnb for brand initiatives and special projects.
- AsahicoreBeverage industry partner. Background mobilizes cultural talent to support Asahi's brand development and marketing projects.
- EA SportscoreGaming and sports entertainment partner. Background provides cultural insights and creative talent for EA Sports brand initiatives.
- FacebookcoreTechnology platform partner. Background collaborates with Facebook on creative projects leveraging cultural perspectives.
- Ghost LabsminorCreative production partner. Collaboration on specialized creative projects and production work.
- GooglecoreTechnology platform partner. Background provides creative counsel and cultural expertise for Google's brand initiatives.
- InstagramcoreSocial media platform partner. Collaboration with Instagram on cultural content and brand partnerships.
- LG ElectronicscoreConsumer electronics partner. Background provides cultural insights for LG brand campaigns and initiatives.
- MonclercoreLuxury fashion partner. Background delivers cultural counsel and creative projects for Moncler's brand positioning.
- MulberrycoreLuxury fashion partner. Collaboration with Mulberry on brand creative initiatives and cultural projects.
- Pernod RicardcoreBeverage industry partner. Background provides creative counsel for Pernod Ricard's brand marketing initiatives.
- SONOScoreConsumer electronics partner. Background delivers cultural insights and creative projects for SONOS brand initiatives.
- The FacecoreMedia and fashion publication partner. Cultural collaboration with The Face magazine on editorial and brand projects.
- Under ArmourcoreAthletic apparel partner. Background provides creative counsel and cultural perspectives for Under Armour brand campaigns.
- YouTubecoreVideo platform partner. Collaboration with YouTube on cultural content initiatives and brand creative projects.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Background competitors and assessment
Company assessmentBroad incumbents
- Dept Agency: Global digital creative and technology agency blending marketing, design, and engineering for enterprise brands. A scaled, tech-enabled alternative that competes for similar enterprise creative mandates.
- Droga5 (Accenture Song): Acclaimed creative agency now part of Accenture Song, serving global brands with creative platforms and cultural campaigns. A scaled incumbent competing for the same enterprise brand engagements Background pursues.
- 72andSunny: Large global creative agency known for culture-first campaigns with brands like Google, Nike, and Activision. A broader incumbent alternative to Background with deeper resources but less boutique positioning.
- Wieden+Kennedy: Iconic independent creative agency with global offices producing culturally resonant work for Nike, Adidas, and other world-class brands. Represents the upper-bound independent competitor with similar cultural-creative ethos but vastly greater scale.
Direct peers
- Mother Design: Creative arm of Mother, focused on design, brand identity, and cultural design solutions for ambitious brands. Shares Background's emphasis on bespoke creative counsel and working with world-class brand partners.
- Mekanism: Independent creative agency blending brand storytelling, cultural insights, and integrated production for major consumer brands. Comparable cultural-creative positioning and similar mix of enterprise consumer clients.
- Anonymous Content: Creative production company representing directors, writers, and creators to produce brand and entertainment content. Comparable to Background in mobilizing diverse creative talent to deliver brand-facing special projects at scale.
- Anomaly: Independently-held creative agency that builds bespoke teams for brands seeking alternatives to traditional holding-company structures. Closely parallels Background's custom-team, non-traditional-agency positioning and premium-brand client base.
- Translation LLC: Independent creative and cultural strategy agency that advises global brands on culture, identity, and creative platform development. Directly comparable to Background as a boutique, culture-led creative counsel serving Fortune 500 marketers.
- Sunday Group: Boutique creative and cultural consultancy building custom teams for brands seeking cultural authenticity. Closely matches Background's model of bespoke team assembly for "future-minded" brand clients.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Background social profiles
Digital presenceBackground financial estimates
Financial estimateRevenue estimate
Valuation estimate
Background leadership team
Management profileNumber of profiles
Background funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Background 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 Background
What does Background do?
Background provides creative counsel and cultural concierge services to future-minded brands by mobilizing a global network of diverse makers, shapers, and creators. The company assembles custom-built teams to deliver special projects for enterprise clients across technology, fashion, beverage, sports, and consumer electronics categories.
When was Background founded?
Background was founded in 2017. It employs 11 to 50 people.
Where is Background based?
Background is headquartered in Sydney, Australia, in the Oceania region.
Who are Background's main competitors?
Broad incumbents on record are Dept Agency, Droga5 (Accenture Song), 72andSunny and Wieden+Kennedy. Direct peers are Mother Design, Mekanism, Anonymous Content, Anomaly, Translation LLC and Sunday Group.
Does Background have an API?
No public API is recorded for Background.
What industry is Background in?
Background's product category is Creative & Brand Consulting Services. Its primary akta.pro industry code is HSACAAAB, Event Design, Decor & Styling, with a secondary code of HSACAOAH, Event Theming, Mood Boards & Concept Design. Its NAICS code is 54143 and its SIC code is 7812.