A "non-traditional" Creative Agency
SMART was established by a group of ex-multinational agency professionals seeking to create "a strategic and creative alternative to traditional agency thinking". The company's business model has been described as a "borderless" approach, bringing together specialists from various locations and disciplines to service its clients' needs.
The firm was originally positioned as a specialist in youth advertising, partly due to the age of its founding partners who were each under thirty when they set up the agency. Marketing magazine B&T named SMART "the New Age ad agency" in its Agency of the Year awards in 2003. It has since been more broadly noted as part of a new breed of agencies who are "breaking away from traditional advertising models".
The media interest in SMART's "non-traditional" model is typical of a broader industry trend being observed in most developed advertising markets, with independent agencies like TAXI and StrawberryFrog experiencing similar recognition for their unconventional business models.
Read more about this topic: SMART (advertising Agency)
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