Avant Card was an influential Australian advertising company that helped define a generation of print-led, design-driven marketing through its free postcard format. Founded in 1992 by Pat Mackle, the company emerged at a moment when advertisers were searching for alternatives to traditional media and consumers were increasingly resistant to overt advertising.
Mackle’s idea was both practical and inventive: create visually striking postcards, distribute them free of charge in high-traffic lifestyle venues, and allow advertising to feel more like a cultural artifact than a sales pitch. Cafés, bars, cinemas, galleries and universities became the natural homes for Avant Card’s now-iconic wire display racks, which soon spread across major Australian cities.
Throughout the 1990s and early 2000s, Avant Card grew into a national network and became a staple of urban life. The postcards promoted films, music, theatre, fashion labels, tourism campaigns and government initiatives, often featuring bold graphic design or provocative imagery. Many cards were collected, pinned to walls or shared among friends, giving campaigns a longevity rarely matched by flyers or newspaper ads. The format also provided valuable exposure for designers, illustrators and photographers, helping to blur the line between advertising and creative expression.
Avant Card’s success lay in its understanding of the audience and context. By placing advertising in social spaces where people lingered, the company created a medium that encouraged engagement rather than interruption. At its peak, millions of postcards were distributed annually, and the brand became synonymous with smart, youth-focused marketing.
By the mid-2010s, however, the rapid rise of digital media, social platforms and mobile advertising significantly reduced demand for physical print campaigns. Changing consumer habits and rising production costs further eroded the model's viability.
In 2017, Avant Card ceased operations, but was bought by Mr Moto Media and rebranded as Drawcard
Read More at The World in a Postcard
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