Independent creative agency By All Means (BAM) is celebrating its 10-year anniversary with a year-on-year 15% revenue increase and five new client wins - the City of Melbourne, Riviana Foods, Macpherson Kelley, Tas Networks, and one other that remains confidential. 

BAM was established by brothers Toby and Mat Cummings, and Ed Howley, as an alternative to traditional multinational agency structures. The agency began with a strategic and creative account win for sports betting company, BetEasy. Over the years, BAM has worked with high-profile clients such as Fiverr, Lifestyle Communities, MYOB, Clarks Shoes, RACV, Bendigo Bank, McCormick, Bridge Road Brewers, Gordon Legal, Nutrien Ag Solutions, and the University of Melbourne.

"These days you read about a new indie agency every second week, but it just wasn’t a thing 10 years ago. We’re proud of the trail we’ve blazed for so many of our peers, and we’re super excited about where the industry is heading," said Ed Howley, Co-Founder and Creative Partner at BAM.

The agency was recently appointed by the City of Melbourne as lead creative agency and also won strategy, creative, production and implementation duties for law firm Macpherson Kelley. BAM achieved 15.6% year-on-year growth in 2024, following 30% year-on-year growth in 2023. The agency's growth has allowed for team expansion, including the addition of former McCann and Publicis Managing Director Georgina Pownall as an equity partner and co-Managing Partner in 2022.

"This is no mean feat for an indie agency that began with no capital injections, no safety net, or backing from any major consultancies, just great work straight out of the blocks," said Mat Cummings, Co-Founder and Managing Partner at BAM.

BAM has a commitment to giving back to the community through its 'Creativity For Good' initiative, supporting charitable organisations such as the Council to Homeless Persons, Polished Man and Dying with Dignity. During the pandemic, BAM developed a not-for-profit fundraising initiative for Beyond Blue, 'Greetings From Locktown', which raised $45,000 to support Melburnians suffering lockdown-induced mental health issues.

"During the pandemic, we developed a not-for-profit fundraising initiative for Beyond Blue, ‘Greetings From Locktown’, a range of lockdown-related apparel that was so successful it allowed us to donate $45,000 to Beyond Blue, helping to support Melburnians suffering lockdown-induced mental health issues," said Howley.

As it approaches its 11th year, BAM is focused on ambitious 2025 growth objectives and efforts to become B-Corp certified.