The BBE Best: The Top Creative Leaders of Australian Advertising Agencies in 2026
The Best Australian Agency Leaders Delivering Better Brand Experiences
We’ve been fortunate to partner with the very best creative advertising agency leaders across Australia, in our work to Build Better Brand Experiences. And we’ve seen first-hand how a high-performing creative agency leadership plays a crucial role in driving business success and enhancing the performance marketing impact of our clients’ brands, campaigns and initiatives.
After all, Australia's leading creative advertising agencies boast world-class leaders who hero agency creativity, award-winning campaigns and integrated marketing solutions that drive measurable business growth. So we’ve compiled our top 10 list of the best creative, brand and strategy agency leaders in Australia, as judged by the world’s top award shows.
From Sydney to Melbourne, Brisbane and beyond, this is the most comprehensive list of the top creative, brand and strategy agency leadership in Australia, including the standout independent leaders we’ve partnered with. And our criteria for what we believe sets each of them apart from the rest.
Today we shine a light on leadership of Australia’s Best Advertising Agency, HERO. Read on to see why this leadership team is the reason HERO is Australia’s best creative advertising agency right now, consistently producing award-winning campaigns recognised globally for their creativity and effectiveness.
The HERO of Australian Creativity
Year on year HERO continues to rank at the top of Australia'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.
True to their mantra “We Turn Burn Into HEROES,” HERO continues to produce groundbreaking work recognised for both its world-class creativity and effectiveness. 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.
Over the past year alone, HERO 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.
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. Commenting on the win, HERO Executive Creative Director Shane Geffen said, “We’re proud to be recognised for our client’s brand campaigns that not only win awards but also deliver measurable growth and demonstrable performance marketing impact for our clients.”
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.
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.
Being named Campaign Brief’s top agency is especially meaningful because of the rigorous and comprehensive selection process behind the ranking. The methodology used by Campaign Brief 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 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.
Award-Winning Ad Industry Leadership
HERO is led by seasoned professionals with a proven track record, including its founder and industry veteran Creative Chairman Ben Lilley.
Ben Lilley, Founder & Creative Chairman
A creative by trade, Ben Lilley started out with some of Australia’s leading agencies, including George Patterson Y&R (now VML), McCann and DDB, before launching independent agency SMART. Described by AdNews as “one of the best known independent advertising success stories in Australia”, SMART was acquired by IPG in 2011. The agency was merged into McCann, where Lilley was installed as Australian Chairman CEO and then Creative Leadership Chair for McCann Asia Pacific, overseeing creative excellence across Australia, China, Hong Kong, India, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan and Thailand. In 2020 he acquired McCann Australia, along with his first agency SMART, back from IPG and launched HERO as a creative independent.
A passionate advocate for creative effectiveness, Lilley’s agencies HERO, SMART and McCann Australia have consistently achieved local and global accolades for their creativity and effectiveness, including at the Cannes Lions and Agency of the Year at D&AD, New York Festivals, APAC and Australian Effies, London International, Spikes Asia, Campaign Asia, Campaign Brief, Mumbrella, AdNews, B&T and AWARD. McCann made history as the world's most awarded agency for campaigns including the globally acclaimed "Dumb Ways to Die" and is the only Australian agency to have ever been awarded the Cannes Lion Grand Prix for Creative Effectiveness. While today HERO consistently ranks as Australia's top agency for both creativity and effectiveness, including Agency of the Year at the APAC and Australian Effies, New York Festivals, Campaign Brief, WINA (World Independent Advertising Awards), Mumbrella, AdNews and B&T.
Lilley has been recognised in the MediaWeek 50 Power List, Ernst & Young Entrepreneur of the Year Awards, AdNews’ Forty Under Forty, as well as CEO of the Year and Mumbrella Agency Leader of the Year Awards. A regular media commentator and industry mentor on creativity and effectiveness, he also judges at local and global award shows, including the London International Awards and as Jury Chair at the WINA (World Independent Advertising Awards) and is a Copyschool creative tutor. Outside of the industry, Lilley is involved in the broader community through the Young Presidents (YPO) Organisation, the Australian charity Igniting Change and Richard Branson’s foundation Virgin Unite, and has served on the board of the Advertising Federation of Australia.
Susan Young, Creative Director
Boasting a global body of work that's as commercially sharp as it is creatively recognised, Sue’s career has spanned the world. From South Africa, the UK, New Zealand and now Australia, Sue filled senior creative leaderhips roles at some of the world's leading network agencies before she co-founded one of New Zealand's most respected independents, Chemistry.
Susan's professional foundations were built as a copywriter across top network agencies in Johannesburg, London and Auckland, rising from senior writer to Creative Group Head to Head of Copy across creative shops including Draft FCB, RAPP and iris Worldwide. During her time at iris, the agency grew into one of the world’s largest independent agency networks, seeing Sue run creative across a client list that included Sony, Disney, Diageo and Unilever. At DDB/RAPP New Zealand, the wins followed: within six months of joining she had picked up a Cannes Lion, a Gold International ECHO Award and a Silver Caples Award, and the agency was named AdMedia Interactive and Direct Agency of the Year.
Sue then co-founded Chemistry in Auckland alongside three partners, serving as Executive Creative Director for over a decade. Under her leadership, Chemistry grew into one of New Zealand's most respected independent agencies. Her work across that period was recognised at Cannes, Caples, ECHOs, Adfest, Eurobest, the Aerials, DMAs and the TVNZ Marketing Awards, among others, with the Chemistry team taking home five International ECHO Awards in a single year. She also served as a visiting lecturer in advertising creativity at Auckland University of Technology, and was selected for the Executive Jury of the Gerety Awards, a role she described as a natural extension of her long-running commitment to championing female creative leadership.
Sue’s deep brand experience across her career spans McDonald's, ANZ, Sony, Ericsson, Disney, Volkswagen, Westpac, Diageo, Unilever and Pfizer, among other local and global blue-chip brands. It's a client list that reflects genuine range across B2C and B2B, and genuine experience making work that has to actually perform, not just win trophies. Now at HERO, she brings that global craft and commercial instinct to a national team and the kind of briefs she's always done her best work on.
Andrew "Woody" Woodhead, Creative Director
Woody’s spent more than two decades building a body of work that blends world-class creative leadership with craft and cultural relevance. He came up through Leo Burnett Melbourne, rising steadily over eight years from mid-weight writer to Creative Director, earning recognition at every major international show, from Cannes and Spikes Asia to D&AD, Clio and AWARD. By the time he reached Creative Director, he'd accumulated more than 200 global accolades, including the Cannes Grand Prix for Good for Scope's "See the Person".
"See the Person" was built around the band Rudely Interrupted and a music film called "Eyes Closed", challenging how Australians saw people with disability. It remains one of the most awarded pieces of purpose-led work to come out of this country. Since joining HERO, Woody’s run as Creative Director has continued to see him produce some of Australia’s most talked-about work including Maybelline New York's "Through Their Eyes" campaign. This Cannes Lion-winning campaign was inspired by the insight that 83% of female-identifying gamers in Australia have experienced offensive behaviour online. The work put male gamers into the female experience through voice-modification software and earned Maybelline their first ever Cannes Lion, with UN Women celebrating it globally in the lead-up to International Women's Day.
Woody’s HERO leadership spans Toyota, Bakers Delight, Mastercard and state and federal government communications, reflecting the kind of integrated CD output you'd expect from someone with deep expertise across film, digital and earned-first social and PR creativity. AWARD School-trained, with a broader academic background across arts, journalism and business communications, Woody’s also served as an AWARD School tutor and global award-show judge.
The BBE Best List
The BBE Best List recognises the organisations we believe demonstrate an exceptional standard of quality, capability and reputation within their category. Our listings reflect considered editorial judgement informed by publicly available work, press coverage, trade awards, industry standing and direct discussions with each organisations listed. While some BBE Best organisations may have separate commercial relationships with BBE, these do not influence editorial selection or recognition.
