Co-founder and chief executive, Anthony "Tony" McAleer, was a national business manager for an Australian oil company when he considered outdoor advertising as supplemental advertising. Noting the high cost of bus advertising and the even higher cost of bus shelter advertising, Tony determined to reinvent the old wooden ad benches whose remains were occasionally seen scattered here and there throughout the suburbs. Together with Ray Purcell (Katsis Purcell Anthony Attorneys at Law), they designed a new bench. The result was a design that was durable, could be changed in appearance to meet any cities color scheme, was virtually vandal proof and required almost no maintenance.

Tony and Ray approached a local municipal body with the reworked bench ad design constructed of high grade steel and recycled timber. The offer to the City was to install and maintain the benches, and to find advertisers to occupy the advertising space. The City accepted the offer and within one month the first fifty benches were installed with advertisements generating more than $10,000 per month. 

The part-time bench ad business developed quickly within the year forcing Tony to give up his cushy oil company job, his company car, his expense account and Wednesday golf days to further grow the bench business.

Tony has not looked back since.