The New Wave ~ Thinkerbell
The New Wave is Campaign Brief’s Q&A series spotlighting the next generation of independent creative companies and exploring how the indie model is evolving. From structure and speed to culture and capability, we unpack where these businesses are finding their edge and what’s driving client decisions today. Next up is Thinkerbell.
1. Give us the elevator pitch – who are you and what do you do?
It’s Thinkerbell with an H, and we’re an integrated creative company that represents the coming together of marketing sciences and hardcore creativity, or as we like to call it…Measured Magic.
2. Are indies still challengers, or have they become the norm?
The bulk of the industry is now independent, they are not the challengers, they are the norm – the new benchmark in what it means to be a creative company. In the past, ‘Indie’ suggested a small, start-up mindset, but over the last 10 years or so, the indies have gained momentum in delivering the biggest and best work, for the biggest and best brands.
3. What’s your unfair advantage over the networks today?
A clear brand promise in Measured Magic, and a business model that’s brand led and future fit. This allows us to think big, and move fast. We understand how marketing works, the science bedding building brands and changing behaviour, and we know the role creativity plays in that. We’re not in the business of frivolous acts just to just get noticed, and we’re not into suffocation by wallpaper either.
4. How are you using AI to compete above your weight?
Right though the business – from ideation to ideas to impact. Almost everything we do now is at least partially driven by ai. We see it as a propellant that empowers us to ask better questions, move faster with confidence and create more space for creativity.
5. What kind of clients are choosing indies right now – and why?
Seriously, clients who see the value and commercial effectiveness of creativity. They are also likely to be the ones who value direct access to the actual people doing the work, transparent accountability, and brand led work that drives growth.
6. What’s next – growth, staying lean, or something else?
Constant evolution in how we deliver Measured Magic.
Check out the other New Wave Q&As below:
Read Tightknit Studio’s Q&A here
Read Bastion Australia’s Q&A here
Read We Are Different’s Q&A here
Read SICKDOGWOLFMAN’s Q&A here
Read Kill Boring Dead’s Q&A here
Read Oblong Creative’s Q&A here
Read The Many Australia’s Q&A here
Read Bureau of Everything’s Q&A here
Read Art of the Possible ANZ’s Q&A here
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