An A to Z of the 70+ AUNZ Indies You Need To Know About
The indie agency landscape in Australia and New Zealand is teeming, with small studios attracting big clients -- and now plenty of high-powered, highly-respected execs are setting up their own shops.
This year alone, new entrants like Kerfuffle, Princess, Hellions, and Tightknit launched; brands such as Myer, Vodafone, Snackbrands, Lipton, and Anytime Fitness opted for indie creative agencies; and shops like Bear Meets Eagle on Fire and Motion Sickness swept local and international awards circuits.
This is LBB's essential list of AUNZ creative agency indies.
2045
Melbourne
Former Hero MD and Ogilvy Australia digital strategy director Tim Evans founded 2045 two years ago with a mission to deliver "big ideas with semi-automatic execution" by incorporating AI into its workflow, keeping creatives and strategists "focused on what matters": clients.
ABEL
Sydney
The Nicole Jauncey and Simon Fowler-fronted studio has continued to grow this year: launching a major brand platform for Just Eat Takeaway across Europe -- featuring zany, Inside-Out-esque characters driving people's food choices -- and making work for brands as varied as MILKRUN, Cannabis Clinic, and Coates.
Akcelo
Sydney, Melbourne, Vancouver, LA, London
Experience agency Akcelo collaborated with Wieden+Kennedy Sydney on its Christmas Grinch campaign, as well as with MotoGP, The Victorian Transport and Accident Commission, VB, Gatorade, and the AFL. Plus it acquired mobile-first agency, POPULA, and won Anytime Fitness -- a big year indeed.
alt/shift/
The creative comms, content, and experiential agency made technology the star in 2025 with 'Chatbot Comedy', a category-bending live show for Buddy Telco, in which an award-winning comedian performed alongside a custom-built chatbot. Led by group CD Anna Fullerton, the indie also produced stand-out work for TAC, Leggo's, Intrepid Travel, and Melbourne Food & Wine Festival.
Amplify
Sydney, London, LA, Paris, New York
Globally, Anthony Freedman's Common Interest acquired a 51% stake in Amplify in April. It set the creative and brand experience agency up for a big year that included becoming Netflix Australia's lead creative agency, building Canva's WorldPride float, and continuing to work with the likes of Nike. “We're not particularly pitching against like-for-like” competitors, founder Jonathan Emmins told LBB on a trip to Sydney in August. “We're a bit like Avengers Assemble, we take a little bit from all of those things.”
Apparent
Sydney
The full service indie kicked off 2025 by adding Tip Top Australia, Vanuatu Tourism Office, World Surf League, and Rhythm Japan to its client roster, and brought Indigenous mental health into the spotlight with the Warwick Thornton directed ‘Change Direction’. It was the first full year in the role for CCO Hamish Stewart, and he made his biggest hire yet in October, when he appointed ex-Tribal DDB ECD David Jackson as ECD, promising to "orchestrate brand experience without silos".
AW
Sydney
Formerly Archibald Williams, AW launched its new name this year, along with an experiential division, extending brand stories beyond the screen. In just three months, the agency also delivered 15 events for Mastercard across Australia and New Zealand.
Bastion
Sydney, Melbourne, Brisbane, Canberra, Gold Coast, Auckland, Wellington, LA, New York
Bastion has racked up some big headlines this year. It promoted Cheuk Chiang to group CEO as Jack Watts stepped back into an executive director position, acquired corporate affairs firm Daymark, launched specialist unit DBX, added Penny Fowler to its advisory board, hired new leaders, opened a new Brisbane office with one eye on the Olympic Games, and launched work for TAB, Sunrice, and Kellogg's.
Bear Meets Eagle On Fire
Sydney
The studio has become world-famous for its brand work for Telstra and Bankwest, winning just about every award in 2025, including a Cannes Grand Prix and becoming AWARD's Agency of the Year. The agency also had five projects chosen by The Immortal Awards' AUNZ jury to progress to the final global judging round, and amassed six LBB AUNZ Work of the Week wins.
Berlin
Perth
The west coast indie partnered with The Mental Health Commission and Cancer Council WA on ‘Amazing’, empowering women to say no to alcohol during pregnancy, plus made work for The Australia Institute and WA Music Week.
Block
Perth, Sydney
West Australian stalwart Block went national in 2025, opening its first Sydney office, (Eastern)Block in September, headed up by Bear Meets Eagle on Fire co-founder and ex-Revolver EP and partner Josh Mullens. The agency told LBB it plans to "do a lot" on the east coast with Perth-sized budgets.
Born
Sydney, Adelaide
In addition to a client roster including Yo-Chi, Dymocks, and Unity Bank, the agency's 'Born This Way' low-bono initiative, supporting LGBTQI+ communities by offering branding, advertising, and design services at reduced rates, sets it apart. Plus, the Surry Hills-based shop expanded to Adelaide.
BRX
Sydney, Melbourne
A partnership between Ted Horton, Bridget Cleary, and Marty Hungerford, BRX has a mission to deliver "better ownable brand platforms" to accelerate brand growth. Most notably, it won a spot on Optus' agency village when the telco appointed Droga5, Accenture Song, Apparent, and BRX.
Bureau of Everything
Sydney
The relative newcomer, set up by former M+C CCO and CSO, Cam Blackley and Emily Taylor, has built momentum this year, winning energy firm Amber Electric and MCo Beauty. But its Australian Music Month campaign, 'Ausify Your Algo', was the jewel in the crown.
Bursty
Melbourne
The Melbourne-based agency connects brands with sports codes and athletes. It won Gold at the Global Clio Sports Awards for its PR work connected to Nedd's Uncomfortable Challenge.
By All Means
Melbourne
The agency's work for Lifestyle Communities, City of Melbourne, and Hamish and Andy's Old Mates Pub led its creative portfolio this year. Other clients include Gordon Legal, San Churro, and Elmo Software.
Cassette
Sydney, Melbourne
The indie known for its 'Remixed Thinking' added former Clems exec Stuart Shepherd as its first ever CCO this year, as it looks to gear up for a big 2026.
Chapter
Perth
The WA shop calls itself a brand leadership agency for brands that play the long game. Strategist Hannah Muirhead and creative Dean Hunt set up the indie in late 2024 after long stints at The Brand Agency, and have spent their first year in business making diverse work for clients like Frontline Fire & Rescue, Complete Home FIitration, and The Volte.
Cocogun
Sydney
Not content with sending its young creatives to represent Australia at the Young Lions in Cannes, the agency also launched creative work for Mirabel and the Australian Institute of Business in 2025, and gained global attention for its LLM-proof 'am dash'.
Common Ventures
Sydney, Darwin
Under the leadership of founders James Crawley, Jane Burhop, and Brian Merrifield, in 2025, Common Ventures worked on anti-terrorism campaigns for the Federal Government and reinvented charity brand Meals on Wheels. Breville and Bank Australia are also on the agency's roster.
Communicado
Melbourne
Tassal-branded Budgy Smugglers and work for Country Club Tasmania stood out in 2025 for Communicado, which also counts BabyLove as one of its clients.
cummins&partners
Sydney, Melbourne, New York
Cummins' highlights reel included the appointment of Ben McCallum as CEO and Callum Walker as GM. Plus it won Snackbrands, whose portfolio includes Kettle and Cheezels, and launched campaigns for Leapmotor and the Road Safety Advisory Council.
Daylight
Auckland
Daylight partnered with The Fiji Sun, Fair Food, and The Spinoff in 2025, launching a podcast on vinyls with the latter called 'The Long Play'. The agency also sent art director Conal Wilson to represent Aotearoa at the Young Lions competition, after he won the local Young Lions film challenge for his short film, ‘A Ball Has No Bias'.
DO.AGENCY
Sydney, Singapore, London, Tokyo, Manila, Bangkok, Kuala Lumpur
The agency dialled up its global ambitions to 'Defy Ordinary' in 2025, expanding its European capabilities in a deal with London creative agency The Elephant Room, promoting Tom Ormesto group CCO and adding Neale Horriganas ECD, focusing on Southeast Asia, winning PRIMO Foods, and partnering with LBB on a CMO lunch series.
Emotive
Sydney
2025 was the year Emotive turned 10. In September, the Coogee-based shop appointed Gavin McLeod as its first-ever chief creative officer. It also hired Jessica Cluffas head of earned creative, debuted its first brand incubator play (partnering with Australian cricketing icon Adam Gilchrist to launch his new tequila, El Arquero), won North, and launched a new visual identity.
Engine
Brisbane
Among the Sunshine State's most prolific agencies, Engine launched work for Queensland Global Business Brand, Tourism Noosa, and Queensland Hydro in 2025.
Enigma
Sydney, Newcastle
It's been an important year for Enigma; it added CCO and partner Simon Lee, CSO Dom Hickey, executive strategy director Jenna Russell, head of creative services Clare Yardley, and Joanna Lilley as Sydney MD. It also impressed with its Work of the Week-winning bus stop installations with MobileMuster.
Federation
Auckland, Wellington, Melbourne
From the new DoorDash creative platform to category-breaking new work for The Co-operative Bank, it was another big year for Federation. In 2025, the indie launched work for St Pierres Sushi behaviour-change campaigns for Auckland Transport’s Needy Speedy and Maritime New Zealand’s Bouy Boy. The agency also expanded its client roster, with wins including Rebel Sport. Oxfam, Epic Beer, Eden Park, and Auckland Rugby.
Fenton Stephens
Melbourne
The agency helped Isuzu launch its first new range in 17 years by teaming up with Shane Jacobsen, and pulling off the biggest-ever redesign of the auto brand's online experience.
Five by Five
Sydney, Los Angeles, London, Southampton
The international indie's local MD Mark Anderson turned the agency's focus to local marketing activities focusing on local clients in 2025 -- his first full year at Five by Five. The agency also picked up Surf Life Saving Australia's creative account, with work already on the way for 2026.
Frame
Adelaide, LA
The full-service creative studio partnered with local artists, chefs, musicians, and winemakers to create a new platform for the South Australian Tourism Commission, celebrating creativity, capturing the state's beauty, and boosting the economy across both tourism and the arts. It took two years to make.
CEO Tim Pearce set up Frame with his brothers in 2013, after a career spent in traditional agencies like Clems. It now has a Hollywood office that works with Harry Styles’ brand, Pleasing, designed the credits for Mortal Kombat II, and worked on Khloe Kardashian’s ‘Khloewood’-themed 40th birthday party.
Fuller
Adelaide, Sydney
The brand agency kept it local in 2025, with work for 'Australian Bitters' growing its footprint nationally. It also launched brand work for the Adelaide Football Club and Caravan and Camping SA.
Fuse
Brisbane
Based in Brisbane, but with a presence in the U.S. and New Zealand, Fuse's major clients include Carls Jr. and Harcourts.
Gemba Group
Sydney, Melbourne, London
Toyota’s ‘Legendary Moments’ returned after nine years as part of its partnership with the AFL, in a year Rob Mills was also appointed Gemba's global CEO.
Hellions
Melbourne
At the very start of the year, LBB revealed Elle Bullen and Mike Doman were setting up their own agency to get back on the tools and find the extraordinary in every problem. They added Daniel Sparkes as a third partner soon after, and spent the rest of the year busily making work. We particularly loved its Work of the Week-winning clever Christmas campaign for Typo.
Hello
Sydney
Hello Social became Hello this year, unveiling a full-service offering spearheaded by Sam Kelly, who was made CEO in September. The agency spruiked work for Oppo, Paramount+, Lynx, Petbarn, Uber, and Budget Direct.
HERO
Sydney, Melbourne, Brisbane
HERO turned five years old in 2025 and had a strong year: adding Paul Binikos as head of client services, nabbing Chemistry founding partner Susan Young, and bolstering its creative team. The agency’s stunt-heavy spot for Toyota’s GR Yaris pushed the car to its physical limits in ‘It's Nice to Know it Could’, and the AI-powered ‘Transit Tales’ for Mastercard turned commutes into storytime. HERO also added superannuation company Commonwealth Superannuation Corporation to its roster.
Howatson+Company
Sydney, Melbourne
Named the third best Australian start-up by LinkedIn, Howatson+Co won Myer, Vodafone, and the AFR in 2025, and produced category-defining work for gardening brand Yates and a bespoke brand, 'Incommon', for the Sydney Jewish Museum.
Hypnosis
Perth
In the business of "empathy and entertainment", Hypnosis launched work for Perth Festival, Liquor Barons, and green tech company Iren in 2025. More recently, the agency founded by Wieden+Kennedy and The Works alum led the 2026 West Australian Ballet campaign.
jnr.
Auckland, Sydney
It was another strong year for the trans-Tasman agency, whose founders John Marshall and Ryan O'Connell hired creative partner Jenny Mak to join them as ECD and partner. The indie won a Gold Effie this year for its first-ever piece of work, launched projects for Muffin Break and RotoruaNZ, and won Pizza Hut Australia.
Kerfuffle
Melbourne
Last year, LBB revealed Ant Keogh, Paul McMillan, and Michael Derepas were leaving The Monkeys to set up their own shop. In May, Kerfuffle was born, with five initial hires and nine, as of yet undisclosed, clients. Its launch work for Picklebet grabbed attention and set the pace early.
Khemistry
Brisbane
Whether it's an activation, digital campaign, or a product, every solution starts with the science of human behaviour at Khemistry. In 2025, the Brisbane agency delivered behaviour-first solutions to brands including Queensland Reconstruction Authority, the Department of Energy and Climate, and the National Heavy Vehicle Regulator.
KWP+Partners
Adelaide, Darwin, Fremantle
It was another strong year for KWP in 2025, with major work for clients including Ashley Martin, Flinders University (the agency's recent campaign encouraged students to pursue passions in spite of scepticism), and a beautiful piece of work in Perth traced the winding path of homelessness in a mural.
Moonsail
Perth
The four-year-old agency has worked with the State Library of WA on a new identity, launched a poetic ode to WA soil for Baileys, and helped Transperth open the Thornlie-Cockburn line with a campaign that experimented with wordplay.
Motion Sickness
Auckland, Sydney
A big 2024 rolled into a mammoth 2025 for Motion Sickness, with category-leading creative work for Whānau Ora (Maori Roll Call), Les Mills, Social Value Aotearoa (No Blanket Value), Karangahape Road, The Heart of the City, and Kathmandu. But it was the Global Immortal Awards-shortlisted 'Make New Zealand The Best Place in the World to Have Herpes' that shone brightest for the indie in 2025, taking home a Cannes Grand Prix, among a slew of other wins. The agency also won Effective Agency of the Year at the NZ Effies, and LBB AUNZ's Work of the Week five times.
Nani Creative
Perth
The Aboriginal-owned and led creative agency specialises in intersectionality. In 2025, it supported brands including Wear It Purple, Perth Symphony Orchestra, and the West Coast Eagles.
NATION
Adelaide
A national advertising agency based in Adelaide, the aptly named NATION prides itself on making "employees feel like citizens". Its major clients include South Australia Police, Country Fire Service, and the Adelaide Festival.
Noisy Beast
Melbourne
A major brand repositioning for Sushi Sushi, Australia’s leading sushi retailer, was the headliner for Noisy Beast in 2025, following the agency's recent merger with communications agency iD Collective.
Orphan
Sydney
‘Donate Your Age’ urged people to donate a dollar for every year they've lived to the Children’s Cancer Institute, a simple and powerful fundraising idea. It is also continuing to run Givewrap -- a gift wrapping paper that gives to charity, set up by the agency's founders Ant Hatton, Hans Berents, and Michelle Tirtabudi.
Paper Moose
Sydney
The indie B-Corp agency adopted its ‘Wildly Effective’ positioning in 2025 shortly after unveiling ‘Moose Review', an AI tool that uses synthetic personas to focus test work. It also earned a spot on travel platform Klook's all-indie agency village.
Pembleton
Melbourne
The 'ideas clubhouse' debuted a brand campaign for Belong, and has ended the year by launching the first brand to come out of a new arm called Pembleton Ventures. Evil Ray is a sunscreen brand with a logo designed by Reg Mombassa and a mission to convince people around the world the sun is out to kill them.
Poem
Sydney
The 10-year-old earned creative agency repositioned this year, promising to 'earn attention'. It added CD Tom Manning to the team and delivered work including sunrise pop-ups for Nespresso and a Cody Simpson-fronted clothing drive for Uber.
Princess
Sydney
The incipient indie, founded by Droga5 and CHEP alumni, came out of the gate strong, impressing with its very first project, 'A Lifetime in the Making' for MLC, anchored by British comedian Matt Berry.
Rare
Melbourne
WA's largest independent creative agency is run by Callum Mackenzie, an Ad Council board member and the WA chair. This year, Rare partnered with WA's Department of Health to spread the word of gonorrhoea, notoriously difficult to spell, in a lighthearted OOH campaign. It also won big at shows including the PADC Skull Awards, where it picked up six golds. Plus it offers media planning and buying through a partnership with Hearts & Science.
Rick Barry
Sydney
Alex Derwin and Hugh Munro kept their heads down in 2024, and emerged after a year building Rick Barry with a portfolio of work for Pirtek, Toby's Estate, and Lark. This year, it added a brand platform for Bond University and an action-movie real estate spoof for Ray White, featuring Richard Roxburgh, to the reel.
Showpony
Adelaide, Melbourne, Hobart
Boasting a client list that includes La Casa Del Formaggio and the government, the agency's love letter to Adelaide's Rundle Mall and tactile ceramic mugs to help with breast cancer awareness were true stand-outs.
SickDogWolfMan
Melbourne
SDWM started the year by launching Australian SPF brand SLATHER with a spot made in collaboration with Aunty Donna. The agency also launched work for Deakin University, Drumstick, and Maxibon; hired Laura Agricola-Moss as strategy director; and debuted a gorgeous, Italian-inspired campaign for Connoisseur.
Special
Sydney, Melbourne, Auckland, Wellington, LA, New York, London, Tokyo
Globally renowned indie network Special is best known for its Uber work. 'Get Almost, Almost Anything' platform grew thanks to clever ads starring Cher and Shania Twain this year, but the indie has also impressed with work for Kitchen Warehouse, Airwallex, Bonds, and Metcash.
Sunday Gravy
Melbourne
Flagship work for Saporro and Didi marked a strong year for Sunday Gravy, which also added Sorbent and Taubmans to its client roster. In November, the agency appointed Sarah Raine as managing director, and its recent work for Coopers, in which Aussie musos lament ageing, has been well-received.
Supermassive
Sydney
Supermassive turned two in 2025, and celebrated with a Titanium Lions shortlist at Cannes for its work on 36 Months. The agency led a national experiential campaign for Taco Bell on National Taco Day, won Cover More and launched its first work for the travel insurance brand, and created a hip-hop radio station designed for young people in detention.
Supersolid
Sydney
Appointing new business development director Robbie Wood and fintech and FMCG specialist Georgina Butterworth, Supersolid's 2025 was characterised by growth. It positioned itself as a "force multiplier" for in-house creative teams, and devised a scavenger hunt to launch the Hyatt's newest Sydney hotel. Plus, it debuted work with a cause: a documentary about stem cell donation shot on a phone.
Taboo
Melbourne
Celebrating 25 years of unconventional creative, Taboo has gone from an industry OOH disruptor to a major Australian indie, with clients now including BYD and the Victorian Transport and Accident Commission. Just last week, LBB revealed founder Andrew Mackinnon is stepping down, handing the business over to the next generation of leaders.
The General Store
Sydney
In Sharon Edmondston's first full year as ECD, Genevieve Read joined as design director, as did Droga NZ's Craig McLeod as strategy director. The General Store also made other key hires, acquired research company Cognition Research, and launched work for Rebel Sport, Hamilton Island, and Aquila.
The Hallway
Sydney
Dan Saunders returned to the agency as ECD, filling the vacancy created by Simon Lee's departure. Former UM strategic lead Phoebe Keogh also joined as head of media and connections. The Hallway also put a fat cat on a boardroom table to call out corporate greed for B Corp, and launched WebJet's most significant brand transformation in its 27-year history.
The Many
Sydney, LA
The arrival of LA-based indie The Many in Australia, under the leadership of Aussie co-founder Damien Eley, was big news in 2025. The office followed up in October with its first work in partnership with Movember, Gillette, and Australian men's cricket captain Pat Cummins.
Think HQ
Melbourne, Sydney
Kicking off the year by winning the Lipton Tea portfolio, Think HQ went on to develop a steady stream of work for Bushells, PUKKA, and Lipton in 2025. The agency was also named Philippine Airlines' Australian agency partner, and launched the striking animated spot ‘Do It, After You Do It’ for Emen8. Plus, there were the strong appointments of Sarah Wood as Sydney director and Charmaine Griffith as head of growth.
Thinkerbell
Sydney, Melbourne, Auckland
Long-time indie leader Thinkerbell had yet another year of prolific output for brands such as Australian Mangos, Vegemite, GWM, Toohey's, and Vodafone. It also debuted a large-scale, AI-powered campaign for Menulog before the food delivery platform shuttered its Australian operations. In Aotearoa, Thinkerbell worked with tourism operator RealNZ, SquareOne, Jetstar, and local favourite Muzza’s Pies.
Those That DO
Sydney
Renaming itself from DO Collective to Those That DO this year, the agency also welcomed managing director Nathan Quailey, as well as a new-look production team. Those That DO also partnered with Dublin-based platform Gladcloud to launch a hyperlocal social platform in Australia.
Tightknit Studio
Sydney
Former TBWA CCO Evan Roberts and whiteGREY CEO Lee Simpson launched Tightknit Studio in September, LBB revealed. The shop has been on a winning streak since, adding social impact brand Thankyou and Mint Payments to its burgeoning roster.
Today The Brave
Sydney
What a year it's been for the edgy indie, winning Wendy's joint Australian account, launching Mat Baxter's "punk healthcare startup" TMRW, acquiring independent retail, shopper, and experiential agency The Zoo Republic, and moving to the iconic Hibernian House. The office move allowed it to take over a ground-floor retail space and convert it into a gallery called Gallery Brave, which has since hosted multiple exhibitions and is currently acting as an experimental Christmas gift emporium.
True
Auckland
The Kiwi indie won Flight Centre in 2025, and launched its first work for Kiwi Mobile after winning the account in 2024. Notably, it released a beautifully touching film for Qantas, and developed a sustainable fashion brand identity in partnership with a new label, Longform.
We Are Social
Sydney
The socially-led creative agency became the social agency of record for Lion and KFC this year, and launched reputation practice We Are Social Reputation. Kelly Spencebecame managing director in June, while former Australia CEO Suzie Shawbecame We Are Social's Asia-Pacific CEO.
Wellcom Worldwide
Sydney
Proudly non-traditional, Wellcom is an agency and a production company rolled into one. Aside from delivering work for Uber Eats' 'Democracy Sausage', Wellcom also promoted Marnie Darren to AUNZ MD.
Wieden+Kennedy
Sydney, Portland, Amsterdam, New York, Tokyo, London, Shanghai, Sao Paulo, Mexico, Toronto
The U.S. indie stormed into the Australian market in January, with LBB revealing it was setting up a Sydney outpost after winning McDonald's Australia, an account that hadn't shifted in 53 years. The agency impressed with campaigns including its Wingdings OOH, 'Brekkie Comes First', and the 18-film Monopoly campaign. The agency won LBB AUNZ's Work of the Week in November for 'I’m Ruinin’ It', the latest collaboration between the fast-food giant and the Grinch. With Nike on the books and a team having fun on Instagram and in a decked-out office, we're excited to see what 2026 has in store for W+K Sydney.
Wildlings
Perth
Another West Coast darling, 2025 saw Wildlings launch hard-hitting creative work for clients including Perth Wildlife Hospital, Little Home Bakery, and GambleAware.
Yarn
Auckland
The Kiwi shop launched a new brand platform for HELL Pizza featuring a ventriloquist puppet and the ashes of a beloved family pet to win LBB AUNZ's Work of the Week. It went on to launch a brand platform for Bargain Chemist, win and make work for insurer MAS, release campaigns for Bargain Box and business association EMA, and make a hydroponic billboard for HELL.
--
Read more: A Year of AUNZ Leading the “Independent Revolution”
