Australia is a country that takes its advertising seriously, so to be considered one of the best in the business is an extraordinary accolade. Anthony Freedman is undoubtedly among the country’s top agency leaders. Perhaps the secret to his success is a dedication to deliver solutions simply for a brand’s best interests. In doing so, he drives forward brave ideas and great strategies.
The agency’s simple statement of definition perfectly sums up Freedman’s philosophy: “We are Host. We deliver ambitious ideas for adventurous clients.” Among them: The LEGO Festival of Play to celebrate the brand’s 50th birthday in Australia with a 9-month party featuring the best of blocks; an Air New Zealand campaign that encouraged ski holidays by taking the mountain to the people with inspiring photography that interrupted commuters and resulted in the biggest day of online bookings; and Happy Banking or the Bankwest challenge to prove that banking could be a more positive experience.
Anthony founded Host in 2000, a true client-centric agency, which he describes as designed for the new world, not adapted from the old. By 2008, Host was the largest independent agency in Australia, and remained so until July 2011 when a partnership with Havas Worldwide was announced. Today Host has more than 120 people with offices in Sydney and Singapore. Clients include global brands like Coca-Cola, Lego and Sony Playstation and progressive local companies including Bankwest and Air New Zealand.
In 2007 Anthony Freedman added a partner agency by co-founding One Green Bean, focused on PR and social media agency. Again, its mission is unmistakably simple: “We create branded initiatives designed to get press coverage and spark positive conversations. We do this because we believe brands should entertain and add value to consumers’ lives.”
One Green Bean has also quickly become one of Australia’s agency darlings. In fact, the shop just led the creative for Virgin Mobile Australia’s latest efforts featuring Doug Pitt (Brad’s brother) in the highly successful s “Fair Go Bro” campaign.
Anthony Freeman began his career in advertising in London in 1990 before moving to Sydney in 1995, where he joined youth and fashion specialist, Spin Communications, before striking out on his own. In 2010, his various business endeavors were recognized in the Ernst and Young Entrepreneur of the Year awards.