Salmat
Salmat is an Australian advertising and marketing-services agency headquartered in North Sydney, founded in 1979, that helps brands reach consumer audiences. The firm previously traded on the ASX (now delisted) and built scale via acquisitions in 2010–2013.
- Company typePrivate
- Founded1979
- HeadquartersNorth Sydney, Australia
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What Salmat does
Salmat is an Australian advertising and marketing-services company headquartered in North Sydney, founded in 1979. It positions itself as an agency that helps brands reach their desired consumer base, indicating a B2B services model serving brand advertisers (likely across retail, financial services, telecommunications, and other consumer-facing sectors typical of the Australian market). The firm previously traded on the ASX under the ticker SLM and is now delisted; ownership structure post-delisting is not determinable from the available data.
Salmat pursued an active inorganic growth strategy in the early 2010s, completing five acquisitions across 2010 and 2013: Messagenet, Be.interactive, and C4 Communication Pty Limited on 2010-12-22; Netstarter on 2013-11-14; and MicroSourcing on 2013-12-19. The target profile — digital agencies, communications firms, and an offshore BPO (MicroSourcing) — indicates the firm was broadening from traditional advertising into digital marketing, communications, and offshore delivery. The stated headcount band of 5,001–10,000 employees makes Salmat one of the larger agency groups in Australia by workforce.
The firm is co-founded by Peter Mattick and Phil Salter (both referenced as co-founders, with Mattick also serving as board member/director), with Chris Pattas in a sales director role. No information is available on current executive leadership, recent product launches, partnerships, pricing, revenue, or AI/technology capabilities specifically attributable to Salmat. A portion of the aggregated data describes WordPress.com products (AI Website Builder, hosting, themes, etc.); this content pertains to Automattic/WordPress.com, not Salmat, and is excluded from the assessment.
Salmat firmographics
Firmographics- Name
- Salmat
- Website
- https://salmat.com.au
- Company type
- Private
- Founded year
- 1979
- Headcount range
- 5,001–10,000 employees
- Short description
- Salmat is an Australian advertising and marketing-services agency headquartered in North Sydney, founded in 1979, that helps brands reach consumer audiences. The firm previously traded on the ASX (now delisted) and built scale via acquisitions in 2010–2013.
- Ownership category
- akta.pro rank
Salmat industry classification
Industry- Product category
- Advertising Services
- NAICS
- Advertising, Public Relations, and Related Services (5418), Direct Mail Advertising (54186), Advertising Material Distribution Services (54187)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- Field Sales & Brand Ambassador Programs (MPAAAJAG)
Keywords
Where Salmat is headquartered
LocationHeadquarters
- HQ city
- North Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Salmat business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Salmat product offering
Product offeringCore offering
Salmat is an advertising agency that helps brands reach their desired consumer base. The company has expanded through acquisitions into digital communications, marketing services, and offshore business process outsourcing, offering integrated advertising and customer engagement solutions.
Product overview
WordPress.com is a platform-plus-services ecosystem offering a unified website building and hosting platform with AI-powered website creation capabilities. The core offering consists of WordPress Hosting paired with the AI Website Builder and Website Builder tools, supplemented by specialized solutions including WordPress for Agencies (multi-client site management), Domain Names, Professional Email, and Website Design Services. Additional modules include WordPress Themes, Plugins, and Patterns for customization, while WordPress Studio provides developer tools and Enterprise WordPress serves large organizations. The platform is operated by Automattic.
Differentiator
Problem solved
Functional benefit
Products and services
- Advertising and Brand Marketing Services
- Digital Communications Services
- Marketing Communications Services
- Business Process Outsourcing
Companies that use Salmat
Customer profileIdeal customer profiles1 record
Salmat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Salmat partnerships and signals
Strategic signalRecent moves3 records
Expansion highlights2 records
Salmat competitors and assessment
Company assessmentBroad incumbents
- Epsilon (Publicis): Global marketing services and customer engagement platform owned by Publicis. Overlaps with Salmat across direct marketing, data, and outsourced customer engagement, but at significantly greater scale and with broader omnichannel capabilities.
- Ogilvy Australia (WPP): Australian arm of global creative and integrated marketing network. Comparable to Salmat as a full-service marketing services provider to enterprise brands in Australia, though operating at a much broader portfolio scale.
- M&C Saatchi Australia: Australian creative and advertising agency network. Comparable to Salmat as a domestic full-service marketing services provider to enterprise brands, though more weighted to creative/advertising than field activation.
- RR Donnelley (LSC Communications / Donnelley Financial Solutions): Historic US direct-marketing and communications services group. Comparable to Salmat in its combined direct marketing, print, and customer communications heritage, though at much greater scale and now operating across multiple listed entities.
- Concentrix: Global customer experience and BPO company. Comparable to Salmat's MicroSourcing-acquired BPO/customer engagement capabilities at a global scale, particularly in outsourced customer contact and back-office services.
- Dentsu Australia: Australian operations of global advertising and marketing services group. Comparable in serving large enterprise advertisers with integrated creative, media, and customer engagement services across Australia.
Direct peers
- Harte Hanks: US-listed direct marketing and customer experience company. Comparable to Salmat in its combination of direct marketing heritage and CX/data-driven customer engagement services, with a similar pivot story from offline to digital.
- IVE Group: Australian marketing communications and print/direct-mail group. Closely comparable to Salmat's legacy catalogue distribution, direct mail, and customer communications business, and a domestic rival in Australian marketing services.
- CPM Group (Australia): Australian field marketing and sales activation agency. Directly comparable to Salmat's Force/brand-ambassador field sales business and competes for the same retail and CPG activation budgets.
Emerging players
- Spot Check: Australian field marketing and mystery shopping services provider. Directly comparable to Salmat's field/brand-ambassador business in the Australian retail and CPG activation segment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
Salmat social profiles
Digital presenceSalmat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salmat leadership team
Management profileNumber of profiles
Profiles3 records
Salmat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salmat M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Salmat
What does Salmat do?
Salmat is an advertising agency that helps brands reach their desired consumer base. The company has expanded through acquisitions into digital communications, marketing services, and offshore business process outsourcing, offering integrated advertising and customer engagement solutions.
Is Salmat a public or private company?
Salmat is a private company. It is classified as unknown.
When was Salmat founded?
Salmat was founded in 1979. It employs 5,001 to 10,000 people.
Where is Salmat based?
Salmat is headquartered in North Sydney, Australia, in the Oceania region.
Who are Salmat's main competitors?
Broad incumbents on record are Epsilon (Publicis), Ogilvy Australia (WPP), M&C Saatchi Australia, RR Donnelley (LSC Communications / Donnelley Financial Solutions), Concentrix and Dentsu Australia. Direct peers are Harte Hanks, IVE Group and CPM Group (Australia). Spot Check is listed as an emerging player.
Does Salmat have an API?
No public API is recorded for Salmat.
What industry is Salmat in?
Salmat's product category is Advertising Services. Its primary akta.pro industry code is MPAAAJAG, Field Sales & Brand Ambassador Programs. Its NAICS code is 5418 and its SIC code is 7311.