By Sam Petrusma, Co-Founder, Advantage Agency
When Kev and I founded Advantage, our shared vision was to build an agency that could truly help businesses grow – from brand to marketing to digital. Over the years, we’ve been proud to deliver on that promise for clients across industries, blending strategy, creativity, and technology into one offering.
But like any great business story, ours is one of evolution.
The Next Step Forward
We’re excited to share that Advantage is evolving into two highly focused, specialist agencies – each dedicated to what they do best.
Our web design, development and support services will now be delivered under a new specialist website agency: Beings. I’ll continue to lead this side of the business with our Creative Director, Cameron Knight, and the same talented team our web clients know and trust.
Meanwhile, Kev will lead Advantage forward with a sharpened focus on marketing strategy, performance marketing, brand positioning and business growth services. He will continue to work closely with business leaders to clarify their vision, position their brand in a competitive market and create marketing strategies that drive meaningful and measurable growth. Kev’s background in leadership, strategic marketing and entrepreneurship means he’s uniquely placed to guide businesses from big-picture planning through to execution, helping them not just attract attention, but convert it into long-term success.
Why This Change – and Why Now
In recent years, Kev and I have had many conversations about where we see our industry heading, where we personally find the most energy and how we can best serve our clients into the future. Those conversations have been full of respect, insight and optimism – and ultimately, they’ve led us to the same conclusion: the time is right to sharpen our focus.
For Kev, that means doubling down on the strategic marketing and growth space, where he thrives. For me, it means building on our reputation for high-quality, high-performance websites and support, with the creative and technical leadership of Cameron.
And while our service areas are becoming more specialised, we’ll still be collaborating on projects. We’re still here together in the same head office, vibing and working as a team. This is about efficiency, simplification and specialisation – creating clearer pathways for our clients while ensuring both teams can work at their peak.
Kev puts it well:
“Advantage has always been about helping clients grow. This change allows us to go further in the areas we’re strongest, while ensuring that our clients’ web needs are in the hands of a team who live and breathe it every day.”
Staying Close to the Technology
Leading a full-service agency in the pre-AI era was a privilege – the pace of change was significant, but manageable. Now, with the speed at which AI and web technologies are evolving, it’s clear that to stay at the forefront, I need to be much closer to the technology itself.
Beings will lean heavily into AI solutions, not just as an add-on, but as a core capability that underpins our other services. From high-technical consulting to intelligent automation, our goal is to help businesses not only adapt to change, but use technology to get ahead of it. This proximity to the tools, platforms and code allows us to deliver faster, smarter and more innovative solutions for our clients.
Where the Industry is Heading
Our decision isn’t just personal – it reflects where the industry is going.
Once upon a time, it wasn’t unusual to hear, “You’re good with IT – can you help with our website?” But those days are gone. Today, websites are a specialist craft combining strategy, design, coding, performance, integrations and ongoing optimisation, among other things. All of which require expert knowledge to implement successfully.
It’s the same story in other industries. You rarely see a “full-service” trade business employing builders, plumbers, electricians, gyprockers and landscapers all under one roof. That model still exists in Tier 1 and Tier 2 construction, but even then, much of the work is handled by specialist contractors and subcontractors.
Our industry is heading in the same direction, and that’s a good thing. It means clients get the best in each field and agencies can partner together to deliver more.
What This Means for Our Clients
For our web clients, the change is seamless:
- All current projects and website engagements will continue without interruption
- The same team will continue delivering your work, with the same quality and care
- You’ll simply see the Beings name going forward, and for web-only clients, this is who your engagements will be with
In fact, this renewed focus will allow us to deliver even better service, innovation and attention to detail in the web space.
Our Focus Going Forward
Beings will specialise in:
- Website design and development
- Ongoing hosting, support and maintenance
- Technical consulting & strategy
- AI & Automation
- High-end Creative, branding and design
And while our focus is narrower, our reach will be greater – thanks to ongoing partnerships with our other specialist agencies such as SBM and DBC2, and continued collaboration with Advantage in areas like big-picture strategy & marketing.
Closing Thoughts
This change isn’t about stepping away from something – it’s about leaning further into what we love, and what our clients need most from us.
I’m grateful to Kev for the partnership we’ve shared, to our team for their professionalism and passion, and to our clients for trusting us on their journeys. The next chapter is already being written, and I couldn’t be more excited for what’s ahead.
Sam Petrusma
Co-Founder, Advantage Agency | Director, Beings
