White Space Concepts is an independent advertising agency based in Sydney, Australia.

Making space for big ideas

Making space for your specific needs

As communication has become more complex, our antidote has been to simplify.

So we’ve taken the agency model and stripped away the hand-holders, coffee-makers, powerpoint-jockeys, message-passers and babysitters.

The result is an agency that fuses research, strategy and creative together seamlessly, enabling our clients to move further, faster, and with greater focus. 

  • Insight development 

    Qualitative research

    Online surveys

    Brand architecture

    Brand strategy  

    Product development

    Customer experience

  • Concept development

    Advertising

    Design

    Copywriting

    Photography

    Script writing

    Video Content

  • Digital media audit

    Social media strategy

    Social media content

    Social media buying

    SEO/SEM

    Web design

    Web developmenttext goes here

Behind the scenes on a film shoot: a crew filming a woman and a man in business wear in front of a green screen

Making space for collaboration

We believe that collaboration breeds creativity, so we team with the best talent for each project.

  • After an award-winning career as creative director in agencies such as Ogilvy, Publicis Mojo and BWM,
    I joined independent agency Ursa as creative partner. 

    Over the following 13 years I helped build 5 communications businesses that employed 70 staff across health and property advertising, shopper marketing, digital, CRM and graphic design. In 2010,
    we sold Ursa to BBDO.

    As CEO at White Space Concepts, I work closely with our clients and their multiple communications partners to turn the most complex marketing problems into simple, inspirational and successful solutions.

  • Yes, I’m one of the few female advertising creatives who will admit to over 30 years experience in the industry. During that time I’ve worked for mainstream agencies, direct marketing agencies, healthcare agencies, property agencies and new product development agencies. 

    I’ve worked in Sydney, Hong Kong, London and was regularly seconded to New York. Over the years I’ve created campaigns and written copy for almost every conceivable product and service under the sun in almost every medium. 

    At the end of the day it doesn’t matter whether you’re creating a TVC, a social post, a print ad or POS, there is only one thing that counts. Does it have a big idea? Will that idea cut through the clutter, capture your target's imagination and compel them to act?

  • With over 25 years of global communication experience I've worked across most categories and continents.

    I started my career at Ogilvy & Mather Sydney, and went on to work with Ogilvy in Africa and North America.

    On returning to Australia I joined Millward Brown, the global research company specialising in Brand Communication research, as Managing Director. 

    I started Through the Looking Glass in 2008, with the desire to provide an important and relevant offering that combines these related but very different skill sets.

    Collaborating with White Space Concepts has allowed us to combine our strategic and creative talents to create seamless campaign development from the earliest stages of new product development through to research, final messaging and execution.

The crew

Helen Shortis

Art Director

John Agapitos

Video Editor

Mark Rodgers

D.O.P

David Spinner

Sound Technician

Alastair Johnston

Graphic Designer

Joshua Dasey

Photographer

Strategic alliances


  • For too many years media has been separate from creative.

    As with our campaign development, we believe media should be in the first conversations and part of the research and insight discovery.

    In Adenium, WSC has found a trusted partner in digital media and marketing.

    Together, we work strategically and creatively to ensure our messaging inspires the right audience and helps grow your business.

    Adenium is a certified partner of Google and Meta Marketing and member of the Independent Media Association of Australia.

    WSC and Adenium can cover all aspects of digital marketing including:

    Google Ads (including the full suite of Google products)
    YouTube Advertising
    Microsoft Ads - Bing
    Social Media Marketing
    Search Engine Optimisation (SEO)
    Programmatic Display, Audio & Video
    LinkedIn
    TikTok

  • For over 10 years, P&L Corporate Communications has partnered blue chip Australian and global clients, raising their profile and enhancing their corporate reputation.

    Based in Sydney, P&L Corporate advises a wide selection of companies, regulators, and industry groups.

    P&L provides sharp and tailored strategies to executives, managers and other industry leaders, developing concise messages for delivery to media, key stakeholders and employees.

    WSC has worked with P&L for over 8 years and is a trusted partner for their creative, social media and video content. For our clients, working with P&L can bring the boardroom and marketing areas closer together in campaign and corporate communications.

Make space in your diary ;-)

Contact us to see how we can make space for your product or service to stand out in this increasingly cluttered world.