You're not just a number. Your numbers matter.
smL is an independent performance marketing and media agency, founded in Australia, with global teams and clients across several markets. Senior strategists plan and run the work, from search, social and analytics to media buying in each market. Every recommendation is tied to revenue, margin or customer value.
Brands our team has worked with
Senior people. Real accountability.
We started smL after years of watching agencies win clients with senior people, then hand the work to juniors. At smL, the people who win the work do the work. Before we spend a dollar, we audit the business to find what will grow it on the budget it actually has. We sit in our clients' offices, go to their conferences and are involved in their business strategy planning, so we know their customers first-hand. We don't run set-and-forget campaigns and we don't spend a budget just because it's there.
90%+
client retention
50+
brands grown by our team
57
years of combined partner experience
23
specialists
2,400+
campaigns delivered
Giving back
Profits from our work fund the education of 34 girls each year through IIMPACT India, at our learning centre in Prayagraj, Uttar Pradesh.
Where we come in
The problems we're hired to solve
What we do
ADVISORY AND AI
Senior counsel on strategy, media and AI operations.
Working together
A rhythm built for decision-makers
Weekly
In-flight optimisation, with a short note on what changed and why.
Monthly
Performance against agreed KPIs and the priorities for the month ahead.
Quarterly
A business review with leadership on contribution, payback and where budget should move next.
Selected work
G.J. Gardner Homes
AUSTRALIA AND USA
Full-year media strategy across brand and performance for a national franchise network, with territory-level lead tracking and budget allocation.
Vinod Patel Group
FIJI
Paid search, paid social and SEO across two retail brands, with GA4 and Google Merchant Centre built from a standing start and run from Australia.
AMA Products
AUSTRALIA
Search, SEO and analytics for one of Australia's leading medical supplies businesses.
Independent evidence before the first dollar is committed
Google and Meta data is built to sell more Google and Meta. We plan with licensed audience, competitive and behavioural research, then use platform tools to execute.
Offline media
Every offline channel, planned and bought with performance discipline.
We plan and buy across the full offline mix in metro and regional markets and hold it to the same standard as digital: reach against the right audience, rates negotiated hard and impact measured through search and site lift, brand tracking and sales.
Broadcast
Metro and regional TV, BVOD, radio, streaming audio and podcasts.
Out of home
Billboards, digital screens, transit, airports, retail and ambient placements.
Print and direct
National, metro and regional press, magazines, letterbox and direct mail.
Cinema and partnerships
Cinema, sponsorship, events, experiential and in-store media.
Agency fees and media costs reported separately.
Placements, rates and spend open to your review.
Channel choices made on the brief and the audience.
Latest thinking
One team accountable for the whole number.
Brands lose money in the gaps between specialist agencies, where every channel reports its own version of success. smL's 23 specialists run search, social, media, data and web as one team, reporting against one set of commercial numbers agreed with your finance team.