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Builder Simonds Homes has appointed Social Garden as its above-the-line (ATL) media partner.
The appointment follows Melbourne-based Social Garden’s launch of its media services in early 2025.
The independent agency will manage the home builder’s in-home and out-of-home media across Australian markets, supporting growth in the property and housing sector.
Maxine Dare, general manager of marketing and customer experience at Simonds Homes, said Social Garden stood out during the pitch process for its sharp strategy, deep CRM and marketing automation experience, and understanding of the brand developed through its ongoing tenure as performance marketing agency.
“We went through a very thorough process to find the best partner to support our above-the-line strategy,” she said.
“Having worked with Social Garden across our digital advertising and recent CRM transition, it was a natural progression to continue our relationship into ATL media.”
George Glover, CEO and co-founder of Social Garden, said the expansion into ATL media is supported by senior media executives, publisher partnerships and advanced planning tools, enabling the agency to connect brand storytelling with measurable results end-to-end.
“We are thrilled to launch our above-the-line media services with one of Australia’s powerhouse home builders, and to continue supporting its creative and strategic marketing activity nationwide,” he said.
“As this collaboration expands into a new market with unique challenges, it presents a fantastic opportunity for us to leverage our industry-leading talent and technology. We’re eager to demonstrate our expertise, deliver measurable results, and building a long and successful partnership.”
Social Garden is expected to lead a national ATL campaign for Simonds Homes, launching in early 2026.
Founded in 2012, Social Garden is an independent performance marketing agency specialising in customer acquisition and digital marketing across the property, education and financial services sectors.
Simonds Homes was founded in 1949 and is one of Australia’s most established home builders.
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