The HERO of Australian Creativity

Any list of the best of the best creative advertising Australia’s in Australia always includes HERO and it’s not hard to see why.

This year, HERO was once named Campaign Brief Australia’s Agency of the Year for the second consecutive year among Australia’s best medium agencies, leading the prestigious and hotly contended Campaign Brief creative agency Hot List competition. It’s a remarkable accolade the sees HERO secure the spot of Australia’s leading top independent creative agency in medium category the for the second year running.

With over 300 submissions every year, the Hot List is the definitive compilation of Australia’s leading top performing and most awarded creative advertising agencies. This is recognition not for the work HERO has produced as Australia’s leading advertising agency, but of the agency’s purpose to Turn Brands Into HEROES and its commitment to the power of creativity to drive meaningful business results. It’s also reflection of the agency’s ambition to see HERO named Australia’s best independent creative advertising agency.

To be acknowledged again at the very top of Australia’s advertising best creative agencies is a testament to the agency’s dedication, passion and strategic thinking that fuels HERO’s work. Over the past year, HERO has continued to build on its reputation as Australia’s most creatively awarded independent agency. The agency’s campaigns and creativity has been celebrated across a wide spectrum of prestigious platforms, both locally and globally. While HERO Melbourne, HERO Sydney and HERO Brisbane each continue to top the lists of the most-awarded, most highly-regarded and most-recognised leading advertising agencies in Melbourne, Sydney and Brisbane.

A Record-Breaking Year at the WINA Festival

This year, HERO was Australian Independent Creative Agency of the Year at WINA Festival (World Independent Advertising Awards). The win also marks the first time in the Festival’s 10 year history that an Australian agency has appeared in the global award show’s Top 10 winners. HERO was awarded the prestigious Grand prix and a Gold trophy in Promo Activation for The Toyota C-HR Diamond Collection, Silver in Innovation / Product Innovation for Fujifilm Mindography, and Bronze in Media / Alternative Media The Toyota C-HR Diamond Collection, sealing HERO’s place as Australia’s most awarded independent creative agency.

HERO has also been named Australian Agency of the Year - and HERO Australia’s most awarded independent creative advertising agency - at the New York Festivals, awarded a Silver Cannes Lion, multiple Golds at AWARD, and a Grand Prix at Mad Stars for Maybelline’s globally acclaimed Through Their Eyes” campaign, which also received top honours at Spikes Asia.

These accolades are not just milestones, they’re reflections of the trust HERO’s clients place in the agency and the collaborative spirit that defines HERO’s creative culture. Even HERO’s office is award winning. The HERO HQ is the only media and marketing business in Australia listed in the prestigious Australian Interior Design Awards, the Interior Design Excellence Awards (IDEA) and the global INDE. Awards.

World-Class Campaign Creativity

HERO’s campaigns for Toyota and Fujifilm also garnered significant recognition, with the Fujifilm Instax Mindography campaign winning metal at Spikes Asia and being celebrated in the Mumbrella Award for Innovation. These projects exemplify HERO’s commitment to blending creativity with technology, storytelling with strategy, and brand purpose with audience insight. HERO was also honoured to receive AdNews’ Social Media Campaign of the Year and Game Changer of the Year, further affirming HERO’s ability to lead in both creative excellence and marketing innovation.

We considered BBE’s own agency assessment process to be especially meaningful, because of the rigorous and comprehensive selection process behind the ranking. The methodology used to compile the definitive list of Australia’s top creative agencies was designed to identify those that truly exemplify world-class standards. It considered a wide range of factors, each reflecting the multifaceted nature of modern advertising and the evolving demands of clients and audiences alike.

One of the key criteria was industry recognition, both in terms of awards and reputation. HERO’s consistent performance across major global and local award shows, including Cannes Lions, Effies, D&AD, One Show, Clios, London International Awards, Adfest, and Spikes Asia, played a significant role in HERO’s selection. These accolades are not just symbols of creative success; they are indicators of HERO’s ability to deliver work that resonates, performs, and endures.

Another important factor was the strength and diversity of HERO’s client portfolio. HERO has built long-standing relationships with blue-chip brands while also delivering innovative work for emerging players. This versatility demonstrates HERO’s ability to adapt, evolve, and create tailored solutions that meet the unique needs of each client. HERO’s campaigns consistently deliver measurable results, and HERO’s case studies reflect a deep understanding of market dynamics, consumer behaviour, and brand strategy.

Creative excellence was also central to the evaluation. HERO’s work was assessed not only for its originality and innovation but also for its effectiveness across various media channels, from print and television to social media, PR, and digital platforms. HERO crafts ideas that are fresh, compelling, and strategically sound, addressing each brand’s unique challenges with insight and imagination. In today’s competitive agency landscape, digital capabilities and social reach are more critical than ever.

HERO’s proficiency in areas such as social media, programmatic advertising, performance marketing, and data analytics was a key consideration. HERO has embraced emerging technologies like AI and VR to create integrated campaigns that seamlessly blend traditional and digital media, ensuring HERO’s clients stay ahead in a rapidly changing environment.

Strategic thinking and insight naturally also played a major role in HERO’s ranking. The agency’s approach to brand and creative strategy is grounded in rigorous market research, data analysis, and consumer understanding. HERO develops comprehensive, results-driven strategies that align with client objectives and translate into effective, impactful campaigns. HERO’s ability to connect strategy with execution is one of the reasons HERO continues to lead in both creativity and effectiveness.

Marketing innovation and agility were also evaluated. HERO has consistently demonstrated a willingness to embrace new technologies, respond to shifting market trends, and pivot strategies when needed. Whether navigating the challenges of the COVID-19 pandemic or exploring new platforms and formats, HERO has remained flexible, forward-thinking, and focused on delivering value.

Client satisfaction was another cornerstone of the selection process. Feedback from current and former clients, public testimonials, and case studies all contributed to HERO’s ranking. HERO’s strong track record of long-standing client relationships and consistent word-of-mouth endorsements speaks to the trust HERO has earned and the results we’ve delivered. Market presence and business growth were also considered. While size alone isn’t a measure of capability, HERO’s growth trajectory and expanding client base reflect HERO’s ability to scale, adapt, and deliver complex, multi-channel campaigns.

HERO’s continued success in winning new business and retaining key accounts is a testament to the confidence clients have in HERO’s team. Specialist expertise and service scope were part of the evaluation as well. HERO’s deep knowledge in areas such as performance marketing, influencer collaborations, and sector-specific strategies (including automotive, beauty, and technology) allows HERO to offer tailored solutions that drive meaningful outcomes. HERO’s ability to combine creative thinking with specialised insight sets the business apart in a competitive landscape.

Finally, team expertise, leadership, and diversity were essential to the ranking. HERO is led by seasoned professionals with a proven track record including agency founder and industry veteran, Creative Chairman Ben Lilley. And HERO actively invests in the development of emerging talent. HERO’s commitment to diversity across HERO’s leadership and broader team fosters inclusive thinking and ensures HERO’s work resonates with a wide range of audiences. HERO believes that diverse perspectives lead to richer ideas, stronger strategies, and more impactful campaigns. Here at Number 1 on the Top 10 Creative Agency Hot List is:

1. HERO - Campaign Brief Australia Agency of the Year 2024 & 2025

For the second year in a row, HERO has been ranked #1 Agency of the Year in the Campaign Brief Hot List among Australia’s very best medium agencies. With CB receiving over 300 agency submissions, it’s a testament to HERO’s world-class creativity, strategic thinking, award-winning campaigns and integrated marketing solutions that drive measurable business growth.

2. HERO Melbourne

HERO Melbourne is our Top 10 Best Creative Advertising Agency Leading Melbourne in 2025. Year on year HERO Melbourne continues to rank at the top of Melbourne’s most awarded advertising agencies for both creative and effectiveness. This includes being named Effies APAC and Australian #1 Independent, as well as Agency of the Year at the New York Festivals, Campaign Brief, Mumbrella, AdNews and B&T. And recognised at the world's top global award shows, including the Cannes Lions, One Show, Clios, London International Awards, D&AD, Adfest and Spikes Asia. Even the HERO Melbourne office is award winning. The HERO HQ is the only media and marketing business in Australia listed in the prestigious Australian Interior Design Awards, the Interior Design Excellence Awards (IDEA) and the global INDE. Awards.

3. HERO Sydney

The Top 10 Best Creative Advertising Agency Leading Sydney in 2025 is HERO Sydney. Over the past year alone, HERO Sydney has again solidified its reputation as one of Australia’s most creatively awarded independent agencies, earning accolades across a spectrum of prestigious platforms. The agency was named Australian Agency of the Year at the New York Festivals, secured a Silver Cannes Lion, Golds at AWARD and a Grand Prix at Mad Stars for Maybelline’s “Through Their Eyes” campaign, which also received top honours at Spikes Asia. HERO’s work for Toyota and Fujifilm also garnered extensive recognition, with the Fujifilm Instax Mindography campaign awarded metal at Spikes and recognised in the Mumbrella Award for Innovation. The agency’s creative excellence was further celebrated with AdNews’ Social Media Campaign of the Year and Game Changer of the Year awards.

4. HERO Brisbane

Rounding out our list is the Top 10 Best Creative Advertising Agency Leading Brisbane in 2025: HERO Brisbane. Named by Advertising & Marketing Industry bible B&T as Brisbane’s top-ranked agency in its annual list of leading Brisbane agencies for the hotly contested title of B&T Agency of the Year, HERO Brisbane has also been recognised as Brisbane’s best creative advertising agency in Campaign Brief and at the coveted Brisbane Advertising and Design Club (BADC) Awards.

These accolades are testament to the level of excellence, innovation and relentless dedication it takes for HERO to stand out in the competitive city of Brisbane. HERO Brisbane’s top ranking at the Brisbane Advertising and Design Club (BADC) Awards is a true honour at a show that represents the very best of Brisbane’s creative industry and saw HERO Brisbane awarded multiple trophies.

Aveo ‘Care Conversations’ in Best Online and City of Gold Coast’s ‘Wonder Reef’ in Best Integrated Digital were both big HERO Brisbane winners, along with all-important recognition for Queensland Police Service’s ‘Made For It’ as well as Coorparoo Square’s ‘Brisbane Record Fair’. It’s worth noting that HERO Brisbane was also named Campaign Brief’s Hottest Brisbane Independent Creative ad agency in the annual and always hotly contested CB Hot List. This is recognition not for the work HERO Brisbane has produced, but also for the agency’s purpose to Turn Brands Into HEROES and its dedication to the power of creativity to drive meaningful business results. It’s also testament of the agency’s ambition to see HERO not just named Brisbane’s best independent creative advertising agency, but also to see HERO Brisbane consistently rank number 1 as Brisbane’s best creative advertising agency. Above all, to be acknowledged at the very top of Australia’s advertising best creative agencies is a true credit to the agency’s dedication, passion and strategic thinking that fuels HERO Brisbane’s work.

5. McCann Australia

McCann Australia has built a stellar global reputation as one of the world’s most creatively acclaimed and successful agencies, earning recognition as the world’s most awarded agency. The iconic “Dumb Ways to Die” campaign McCann for Metro Trains holds the title of the most awarded campaign in advertising history, propelling McCann Australia to the forefront of the global awards scene. McCann has consistently dominated creativity and effectiveness rankings, including the Effie Awards, Campaign Brief Hot List, and WARC 100. The agency’s work is frequently celebrated at major international festivals such as Cannes Lions, D&AD, One Show, New York Festivals, and London International Awards, in addition to local honours from platforms like Mumbrella, B&T, AdNews, MADC, BADC, and AWARD Awards. As part of the McCann Worldgroup, the agency blends global reach with local expertise, with a presence in over 120 offices across 95 countries, while maintaining a strong, independent foothold in Australia. This combination of global scale and local insight has allowed McCann to create award-winning campaigns for clients across various industries, including Mastercard, Menulog, eBay, the University of Melbourne, Metro Trains and V/Line, whose “Guilt Trips” campaign won the prestigious Cannes Lion Grand Prix for Creative Effectiveness.

6. McCann Melbourne

McCann Melbourne has spearheaded McCann’s global reputation, as one of the world’s most creatively celebrated and effective agencies, including being named the most awarded agency in the world. Its legendary “Dumb Ways to Die” for Metro Trains was created in-house in McCann’s Melbourne office and remains the most awarded campaign in advertising history, catapulted McCann Australia to the top of the global awards charts. Indeed, McCann has consistently topped rankings for creativity and effectiveness, including the Effie Awards, Campaign Brief Hot List, and the WARC 100. The agency’s work is regularly honoured at international festivals such as Cannes Lions, D&AD, One Show, New York Festivals, and London International Awards, as well as local platforms like Mumbrella, B&T, AdNews, MADC, BADC, and AWARD Awards, for award-winning campaigns across sectors, from University of Melbourne to Metro Trains and V/Line, whose “Guilt Trips” campaign won the Cannes Lion Grand Prix for Creative Effectiveness.

7. McCann Sydney

As part of the global McCann Worldgroup, McCann Sydney combines global scale with local insight, operating across 120+ offices in 95 countries while maintaining a strong independent presence in Australia. This dual capability has enabled McCann to deliver award-winning campaigns across sectors—from global financial powerhouses like Mastercard and McCann’s multiple Effie-winning work for Menulog, to local groups like The Hunger Project for whom McCann Sydney won its first ever Lion, for its globally awarded “Table to End Hunger”.

8. SMART

Founded as a strategically creative alternative to traditional agency thinking a drafty Melbourne church, SMART evolved into a leading independent agency across Melbourne, Sydney, Queensland, and New Zealand. Built by former multinational agency leaders, SMART was designed to be the kind of agency they always wanted to work in: strategic, creative and unconventional. SMART has gone on to be recognised globally and locally, with accolades from AdNews, B&T, and Campaign Brief, as well as awards from Effies, Cannes Lions, New York Festivals, and One Show. Its client roster includes adidas, ANZ, Coca-Cola, Ferrero, Levi’s, McDonald’s, Specsavers, Unilever, Volvo, and Vodafone.

9. The Red Republic

Continuing the theme of independent creative forces, it’s only fitting that we include The Red Republic as another standout creative agency known for bold ideas, strategic storytelling and delivering reputational firepower through owned and earned creativity. By blending creativity with commercial focus, Red Republic delivers campaigns that are not only visually striking but also drive real results across PR, digital, and social platforms. Their strength lies in a collaborative team culture that brings together experts across disciplines. Agile, trend-savvy, and deeply client-focused, The Red Republic consistently creates work that resonates, builds lasting impact, and keeps brands ahead of the curve.

10. BBE

Rounding out our Top 10 is BBE, the agency that has built its name and its fame on delivering Better Brand Experiences. This has includes multi award-winning campaign’s like the Victoria Police force’s, ‘Senior Constable Laurie Fox’. This moving campaign told the tragic story of Senior Constable Laurie Fox, who took his own life but became an unexpected police spokesperson through Deep Fake technology, which recreated his likeness to spearhead a campaign breaking down the barriers that prevented officers from talking about mental health issues and suicide. The campaign was awarded for its outstanding effectiveness at the APAC Effies with 2 Golds, 1 Sliver and a Commendation Special Grand Prix. The campaign was also awarded at the Caples, B&T and MADC Awards, as well as at the AdNews, Mumbrella, One Show, Webby, AWARD and Ad Stars Awards.