The Royals appointed as Smartpay’s first creative agency

Eftpos provider Smartpay has appointed independent agency The Royals as its creative agency, making it the first appointed agency partner for Smartpay.

The Royals’ remit will include brand strategy and creative, with an integrated campaign to be launched in the coming months.

Marty Pomeroy, CEO at Smartpay, said: “We were impressed with The Royals’ understanding of the payments category, the competitive landscape and our unique business challenges. This is an important next stage for the Smartpay brand as we capitalise on our steady momentum for SME merchants looking for a better alternative to a bank’s payment solution. We have big ambitions for the year ahead and we believe The Royals are the right partner to help us achieve them.”

The Royals managing partner Dan Beaumont added: “As an agency, we thoroughly enjoy working with clients who are ambitious and enthusiastic for change, so we’re looking forward to working with Marty and his team to develop a whole new communication strategy. The payments category has exploded in the post-cash economy, so we’ll need to bring our A-Game to take on the much bigger and dominant players.”

Smartpay adds to The Royals’ client portfolio, which includes Ivory Coat, Prospa, MYOB and Open Universities.

Smartpay entered the Australian market in late 2017, having originated in New Zealand.