The New Wave ~ Double Woo
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 Channa Goonasekara and Nick Vindin, Co-Founders of Double Woo.
1. Give us the elevator pitch – who are you and what do you do?
We’re the Double Woo two – Channa and Nick.
Today, we partner with ambitious leaders of culture-shaping brands to tap that same creativity in their categories.
We act as fame mercenaries for leaders focused on three things: driving hard business metrics, building distinct craft rather than following the herd, and creating top-of-funnel fame that compounds over time.
Together, we help those leaders Woo – win others over.
2. Are indies still challengers, or have they become the norm?
With more than 30 years combined experience working inside globally recognised companies, we’ve seen the best of indies and the best of the big networks up close.
For good reason the indies of yesteryear are now the established mainstream and are doing the Cannes Lions share of quality work in Australia.
No matter the model, nobody has a monopoly on brilliant talent – but the more closely a founder is involved in the day-to-day, the better the output always is.
3. What’s your unfair advantage over the networks today?
Our industry mentors say our biggest strength is that we’re involved in every decision and that we sweat the small stuff.
Having managed P&Ls ourselves we’re inherently commercial, so our clients would say we treat their budgets like our own and we aren’t afraid to have challenging conversations.
From our perspective, our magic dust is building a genuinely symbiotic relationship between communications and marketing at every stage gate. This acts as a fame multiplier, as we construct campaigns with earned fame KPIs alongside business and marketing ones.
4. How are you using AI to compete above your weight?
AI isn’t our unfair advantage, and we aren’t pretending it is. Plenty of agencies are pushing further on that frontier. Candidly, we use it for low-order administrative tasks for productivity gains, so we can spend 95% of our time on the high-value strategic and creative thinking our clients hire us for.
5. What kind of clients are choosing indies right now – and why?
Brand leaders pick people, not company logos. Having sat on the buying side of the desk, you never choose an agency based on corporate scale. You appoint the team in the room based on chemistry, trust, and shared ambition. Smart clients pick the most competent and passionate team available for their budget; less-savvy ones fall into the “pitch and switch” trap – assigning an account based on the senior director’s sizzle before ending up with juniors executing.
6. What’s next – growth, staying lean, or something else?
We’re in a unique position because almost all our clients have global footprints or aspirations. For us, what’s next isn’t building a massive machine – it’s staying lean, senior-led, and boundary-pushing. We want to scale our creative footprint within our current client envelope.
If we do an interview with Campaign Brief in five years, I hope we can say we never sacrificed the founder-led model that makes impactful work and that we’re still partnering with the same marketing leaders and gun production experts that we are today.
Pictured (L-R): Channa Goonasekara and Nick Vindin
Check out the other New Wave Q&As below:
Read Agency Named Desire’s Q&A here
Read The Digital Picnic’s Q&A here
Read Paper Stone Scissors’ Q&A here
Read Curious Nation’s Q&A here
Read cummins&partners’ Q&A here
Read Connecting Plots Group’s Q&A here
Read Jacko Jacko & Jacko’s Q&A here
Read Chimera Project’s Q&A here
Read Today The Brave’s Q&A here
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
VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.
Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine.
#More Creative News #No paywalls #No annual membership fees
Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel