Nighttime view of a building entrance with a neon sign reading "HERO" above a bright orange and red illuminated interior.
Orange lightning bolt icon on a black background.
Orange lightning bolt symbol on a transparent background.

HERO WAS DESIGNED TO BE A CREATIVE AGENCY WHERE OUR PEOPLE AND OUR PARTNERS CAN DO THE BEST WORK OF THEIR CAREERS.

Orange lightning bolt symbol on a black background
Orange lightning bolt symbol on a black background.

- BEN LILLEY, FOUNDER

Brand Creativity

That Connects

Logic With

Lightning

HERO was built on a belief that local creativity, in a local voice, is what connects brands with Australian audiences. It can even shape culture. But it takes a journey.

At the heart of our end-to-end model is a strategic brand process that you could almost call a superpower. We call it The HERO's Journey.

It's a model that connects brand strategy, creativity and execution across channels and disciplines, using data and creativity to deliver outstanding marketing effectiveness.

The HERO's Journey pairs Ehrenberg-Bass marketing science with distinctive creativity to build Distinctive Brand Assets that drive long-term salience.

Evidence-based strategy. Human-led creativity. Designed for Australian audiences, by people who understand them.

That’s how We Turn Brands into HEROES.

Orange circular logo with the word 'HERO' in the center, surrounded by the words 'BRAND,' 'MEDIA,' and 'TECHNOLOGY.'

FROM ZERO TO HERO

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Creativity is the hero of effectiveness and marketing performance. That's why our globally recognised campaigns and enduring brand platforms are created to deliver outstanding marketing effectiveness. HERO has been named Agency of the Year by the Effies, New York Festivals, Campaign Brief, WINA (World Independent Advertising Awards), Mumbrella, AdNews and B&T, alongside global recognition at Cannes Lions, The One Show, London International Awards, D&AD and Spikes Asia. Our work has been recognised not just for creative excellence, but for its ability to make a meaningful difference for the brands we partner with.

HERO Globally Awarded Independent Creative Advertising Agency
Various design and advertising awards, including a lion statue, a black and gold pencil, a gold bar, a globe-shaped award, a pyramid, a winged statue, and a stylized building trophy.

WE CAN BE HEROES

Great work starts with great people. HERO brings together respected industry leaders and capability specialists across brand strategy, creative, design, production, social, PR, data and analytics, technology and AI. We work closely and collaboratively with our clients to create distinctive work that builds enduring brand platforms and delivers marketing effectiveness.

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  • A passionate advocate for creative effectiveness, Ben’s a regular speaker and mentor on creativity and effectiveness, including as a Creative LIAisons Coach and Copyschool tutor. And as a judge at local and global award shows, including most recently at the Cannes Lions, London International Awards and Jury President at the World Independent Advertising (WINA) Awards.

    Ben started his career as a creative with Australia's leading agencies before launching SMART, his own independent. SMART was eventually acquired by IPG and Ben named CEO of McCann Australia, which under his leadership became the world's most awarded agency, achieving global acclaim for campaigns including Dumb Ways to Die, the most awarded campaign in advertising history and the only Australian campaign to win the Cannes Lions Grand Prix for Creative Effectiveness.

    Ben was subsequently appointed McCann Worldgroup Asia Pacific Creative Leadership Chair, overseeing creative excellence across twelve markets including Australia, China, Japan, India and South Korea.

    In 2020 Ben launched HERO as a new independent, built on the belief that local creativity in a local voice is what genuinely connects with Australian audiences and shapes Australian culture.

    Since its launch, HERO’s been named Australia's #1 independent at both the Australian and APAC Effies, Agency of the Year at the New York Festivals, WINA, Campaign Brief, Mumbrella, AdNews and B&T, and recognised at Cannes Lions, D&AD and the One Show.

A black and white close-up portrait of HERO Creative Director Andrew Woodhead with short, styled hair, slight facial hair, and wearing a denim jacket, looking confidently at the camera.

  • Andrew "Woody" Woodhead cut his creative teeth at Leo’s Melbourne, graduating from mid-weight writer to Creative Director and picking up over 350 global award nods in the process, including Cannes, D&AD, Clio, Spikes, One Show and AWARD. Most notably, "See the Person" for Scope, which won the Cannes Grand Prix for Good.

    Since joining HERO, Woody has kept the momentum going creating work internationally recognised, for both creativity and effectiveness. A highlight being his Grand Prix winning campaign "Through Their Eyes" for Maybelline New York, inspired by the fact that 83% of female-identifying gamers in Australia have experienced online abuse, put male gamers directly in the shoes of their female counterparts, earned the brand their first ever Cannes Lion, with UN Women celebrating the work on International Women's Day.

    AWARD School-trained, arts and journalism-educated, Woody’s served as an AWARD School tutor and regular international award-show judge. He’s also been known to mix up a mean taco spread for HERO’s Friday office lunches.

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  • An experienced marketing and communications professional with a passion for strategic, well-planned and effective work, Richard has an in-depth knowledge and understanding of brand, government and youth communications with an agency pedigree, business management acumen and strategic mindset.

    Specialising in agency management, brand strategy, digital and social media marketing, Richard has overseen some of HERO's most awarded and acclaimed work, for both its creativity and effectiveness. Richard's prior experience included leadership roles at CHEP and media platform Lifelounge. He now leads both HERO's Melbourne operation as well as our Toyota business.

HERO Creative Director Sue Young, a woman with light-colored, shoulder-length hair wearing glasses and a dark top, standing in front of a brick wall.

  • With a career that’s taken her from Johannesburg to London to Auckland and now Australia, Sue’s led creative teams, built her own agency, and shaped brand storytelling for some of the world’s biggest names. She’s worked across both B2C and B2B in global markets, with brands including IAG, AIA, Sony, Unilever, McDonald’s, Pfizer, ANZ, Disney, Volkswagen, and Cancer Research UK.

    Sue rose through the ranks at top agencies in the UK including RAPP, Draft FCB and Iris Worldwide, before moving to RAPP/DDB in New Zealand, where she hit the ground running with a Cannes Lion, a Gold International ECHO Award and a Silver Caples within six months of joining, with the agency taking out AdMedia Interactive and Direct Agency of the Year shortly after. She then co-founded independent powerhouse Chemistry in Auckland, serving as Executive Creative Director for over a decade and seeing it grow into one of New Zealand's most respected independents. Trophies included Spikes, Caples, Adfest, AXIS and five International ECHOs in a single year.

    Sue also lectured in advertising creativity at AUT and sat on the Executive Jury of the Gerety Awards, a long-running commitment to championing female creative leadership made official.

    Now at HERO, Sue brings that global craft and commercial instinct to bear, crafting award-winning work that drives outstanding marketing performance and turns our clients’ brands into HEROES. Affectionately known as The Swan for her calm presence and relentless energy under the surface, Sue brings deep strategic thinking, a passion for inclusivity, and a belief in creativity as a force for change.

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  • With 15+ years of experience across Australia and the UK, Bec brings together brand strategy, communications, customer experience, CRM, lifecycle and growth strategy. She’s worked agency-side and client-side, helping some of Australia’s biggest brands work out where growth can come from. And what their brands need to do to unlock it.

    Her career has taken her through agencies including Ogilvy, AJF, CHE Proximity and M&C Saatchi, as well as senior consulting work with NAB. Along the way she’s worked with brands including BMW, Cadbury, AAMI, BWS, Origin Energy, Telstra, Samsung, FlyBuys, Officeworks, RACV, Porsche and World Vision.

    She excels at turning customer insight into a sharper proposition. Turning a business challenge into a creative opportunity. Turning a complicated journey into a simple one. And making sure the strategy doesn’t just look clever in a deck, but gives people something useful to do.

    That commercial instinct is backed by a strong effectiveness pedigree. Bec’s worked on award-recognised campaigns, including Officeworks’ EOFYthing, which picked up multiple Effie awards, and has completed the IPA’s Advanced Certificate in Effectiveness. She’s also brought deep customer and experience strategy into the mix, from segmentation and personalised lifecycle journeys to proposition development, brand transformation and go-to-market strategy.

    At HERO, Bec leads our strategy discipline, partnering with clients and our creative teams to turn complex brand, customer and growth challenges into clear strategic direction.

    And ultimately, into ideas with the power to make a difference in the real world.

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  • Well-connected and results-driven, Loreen brings extensive public relations and strategic marketing experience working on some of Australia's most high-profile brands. Adept at aligning business objectives with concepts that tap into current culture to reach and positively influence target audiences, Loreen prides herself on creating reputation-building campaigns that deliver measurable results.

    A dynamic and creative communications professional specialising in tech PR, strategic communications, campaign planning, and stakeholder relations, Loreen’s experience spans both agency and in-house settings, as well as providing freelance services. She has a deep understanding of diverse work environments. Backed by a proven ability to develop effective communication strategies, simplify complex messages, and enhance brand visibility.

    Loreen’s German upbringing instilled a love of bold ideas, brilliant execution and a secret appreciation for Eurovision. She brings the same show-stopping energy to every HERO campaign.

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  • Clodagh is a creative and results-driven social media manager with extensive experience shaping content and strategies that drive engagement and impact.

    She began her career running social platforms for the Daily Mirror in the UK, where she honed her skills in real-time storytelling and high-volume content production.

    Since then, Clodagh has worked across major global clients including Microsoft, Fujifilm and Hawaii Tourism, developing and executing social strategies that cut through the noise and spark meaningful connection.

    Passionate about using social media for brand storytelling, she brings a sharp editorial eye and a deep understanding of audience dynamics to every brief.

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  • Kate is a unique individual with expertise in the use of analytics and performance measurement in creative businesses. A PhD in Marketing Research, Kate also lectures at the University of Sydney on Marketing Research, Analytics & Insights

    A strong believer in balancing long term and short term goals Kate is also actively involved in academic research to improve accountability of advertising and demonstrate the value of creativity. With over 20 years’ experience in marketing research, media and analytics Kate has worked for a diverse range of agencies and clients, including as General Manager of Annalect where she was responsible reporting, analytics, planning tools and training programmes on data driven decision making.

Black and white portrait of Paul Binikos, a bearded man in a suit, smiling.

  • Paul brings over 20 years of industry experience from across the globe, having worked in leadership roles at TBWA, DDB and Mirium. Throughout his career, Paul has worked across market-leading clients including McDonald’s, Unilever, BMW, Kellogg’s, and South Africa’s biggest telco provider, MTN.

    Bringing a sharp strategic skillset, Paul is a key leader in delivering our HERO philosophy of turning Brands Into Heroes by seamlessly integrating all channels and disciplines through the application of data and creativity. Having led global teams to deliver Cannes award-winning work, Paul’s passion for people and creativity has seen him rise into top roles at leading agencies across South Africa and Australia.

    Paul is passionate about innovative, integrated communications through the power of brand. He believes that through strong client relationships, brands can absolutely become heroes in the hearts and minds of their customers and key stakeholders.

    South African born, Greek by heritage and now a Sydney-sider, Paul brings a truly global perspective to HERO. Plus some expert pointers on what makes both a superb souvlaki and brilliant batch of biltong.

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  • We HERO diversity of every kind, this includes being a dog-friendly business. And this is Tiger, our agency dog.

    Yes we know, he isn’t a ‘real’ dog. But he used to be and Tiger was a true HERO of a dog. In fact, he was so irreplaceable that when his time was up, well we just couldn’t replace him. So here he is now, sort of.

    Of course we do welcome real dogs too. Even if they aren’t all as quiet and as calm as Tiger.