About Us

SmithAssociates excels in strategic brands and creative campaigns that inspire change. We are public education and community engagement specialists.

Distilling often complex issues and science into meaningful simplicity, projects for Australian and global clients have created unprecedented connection and response from the public, employees, shareholders, investors, interest groups, management, partnerships and government stakeholders.

We have transformed the relationship clients have with their audiences in diverse sectors including for industry, resources, children’s health, road safety, education, tourism and finance.

Our key services are:

  • Communications strategy and understanding for complex and difficult social issues at the national, state and community level/li>
  • Brand strategy, creation, rejuvenation
  • Mindful community engagement and measurable outcomes

Read what our clients say about our work together >

Our own company brand's twenty year journey

Rowan Smith founded Coo’ee Tasmania in Hobart in 1999, as part of the independent Australian agency network, the Coo’ee Network.

Coo’ee Tasmania became Green Team Australia in 2007, in a new partnership with Green Team USA, based in New York. Experts in the area of corporate sustainability since the early nineties, this partnership came about following Rowan's decision to focus on a commitment to helping clients on their journey for sustainability. Green Team was Australia’s first advertising agency dedicated to this cause.

In 2011, we became SmithAssociates. SmithAssociates remains at the forefront of social issues and change strategies for leading companies and organisations.

Milestones, Results

A turnaround in community support for Australia's largest aquaculture company - Tassie's Tassal
Reputational change brand for the City of Port Pirie, South Australia - Port Pirie, Come See Change
First Australian agency appointment for the world's largest and Top 100 chemistry company - BASF
Created an accommodation property that Virgin listed as a Top 5 Australian new getaway - Library House
Global brand refresh and community engagement for Nyrstar, the world’s largest producer of Zinc and other metals, working across global operations on five continents." - Nyrstar
Campaign to lower children’s blood lead levels in regional South Australia, described by the state's Health Minister as, “The best results I have witnessed from a health campaign." - TenBy10 Campaign
A road safety brand and campaign for Tasmania which resulted in unprecedented success reducing the state’s road toll significantly across all measures. It was also used by other state jurisdictions based on its creativity and success - 'Just Like That' Road Safety Campaign

Awards

Our work and brands have won many international and national awards for creative, innovation and business success.

Infrastructure Partnerships Australia (IPA) (2019)
Winner - TasWater 24glasses

Virgin (2014)
One of Australia’s Top 5 new getaways, Library House

Stayz Group Awards (2014)
Winner – Best Luxury Accommodation Tasmania, Library House 

Gruen Transfer (2012)
Winner – The Pitch

Summit International Creative Awards (2012)
Silver – Community Website, Nyrstar

Summit International Creative Awards (2012)
Bronze – Corporate Website, Nyrstar

AbaF National SME Award (2010)
Festival of Voices

Summit International Creative Awards (2009)
Gold – Collateral Redesign, OZ Minerals
Silver – Brand Redesign, OZ Minerals
Silver – TV Campaign, Nyrstar
Bronze – Sustainable Marketing Campaign, Nyrstar

Summit Summit International Creative Awards (2008)
Gold – Corporate Announcement, Zinifex
Silver – Speciality Item, Zinifex

Summit International Marketing Effectiveness Awards (2007)
Winner – Brand Awareness/Public Education Campaign, Zinifex

Summit International Creative Awards (2006)
Gold – Political Collateral
Gold – Campaign, Fruit Property
Silver – Sales Kit, Fruit Property
Silver – Brochure, Deacons Lawyers
Bronze – Corporate Identity, Jaws Architects
Bronze – Annual Report, Department of Education

Summit International Creative Awards (2004)
Gold – Radio, Strudels
Silver – Brochure, Islandstate Credit Union
Bronze – Annual Report, Port Arthur Historic Site
Bronze – Television, Road Safety Task Force
Bronze – Outdoor, Road Safety Task Force

Summit International Creative Awards (2003)
Bronze – Television, Road Safety Task Force

Summit International Creative Awards (2002)
Silver – Television, Road Safety Task Force
Silver – Brochure, Strahan Village
Bronze – Press, Pura Milk

PICA Awards (2001)
Gold – Stickers, Gordon River Cruises
Gold – Corporate Design, Jaws Architects
Gold – Corporate Collateral, Jaws Architects
Silver – Corporate Design, Blanch Consulting
Silver – Corporate Collateral, Blanch Consulting
Silver – Posters, Tourism Tasmania

PICA Awards (2000)
Gold – Illustration, State Library
Gold – Posters, State Library
Silver – Promotional Kit, Heritage Highway

PICA Awards (1999)
Gold – Brochure, Strahan Village
Gold – Design Collateral, Strahan Village
Silver – Corporate Collateral, Strahan Village
Silver – Promotional Kit, Strahan Village

Summit International Creative Awards (1999)
Gold – Brochure, Strahan Village

PICA Awards (1999)
Best of Show – Graphic Design, Wooden Boat Festival

Melbourne Art Directors’ Club (1999)
Gold – Illustration, Grand Hyatt Melbourne

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