Campaign Brief Q&A with Khemistry: “Khemistry is back—leaner, sharper and fully independent.”

Seven years after joining the GrowthOps group, Brisbane-based creative agency Khemistry has returned to its roots—revived, independent, and more determined than ever to shake up the market. Following an unexpected closure earlier this year, the agency made its comeback last week under new ownership. Campaign Brief caught up with Khemistry’s new Director Andrew Welstead, Managing Director Kelly Brightwell, and Executive Creative Director Brent Liebenberg to talk rebuilding, resilience, and what’s next.

 

Andrew, what was it about Khemistry’s story that made you feel compelled to step in?

Andrew Welstead: Khemistry has always had weight behind its name. It’s one of those rare agencies that really proved itself as having stood for real creative depth, integrity, and results. There’s a long history there, most recently carried forward by Kelly Brightwell’s leadership.

When I saw what had happened, it didn’t feel like the end of a business. It felt more like a break in the ecosystem.

Brisbane needs quality independent agencies. They play a critical role not just creatively, but in sustaining the local talent pipeline, serving clients with proximity and insight, and pushing the quality of work across the board. Losing Khemistry would’ve left a real gap and that didn’t sit right with me.

Although Khemistry was part of the GrowthOps group, I don’t think that’s how the local market related to it at all.

GrowthOps brought scale and structure, which can be valuable in many ways. But what always stood out to me about the Khemistry team was their ability to stay closely connected to the Southeast Queensland market – delivering work with the agility, empathy and insight of a true independent.

That ability to relate to the market as locals has always been part of their strength, and it’s exciting to see that energy return now, unencumbered and fully in their hands.

What excites you most about Khemistry’s next chapter as an independent agency?

AW: There have been some unfortunate agency conditions over the past few years which have made things tough. That being said, Southeast Queensland is absolutely humming right now. There’s this growing confidence, with great local brands doing ambitious things, and increasing attention from national and international clients who recognise the region’s creative and strategic strength.

What excites me is bringing Khemistry back into that environment – but leaner, sharper, and fully independent. It’s now a place where smart, driven people can move fast, go deep, and deliver bold, effective work. That kind of nimbleness is rare – and powerful – in this market.

Kelly, after such a sudden closure, what did it take emotionally and practically to bring the band back together?

Kelly Brightwell: It took a lot of planning and conversations. In the first week, my phone was flat by 4pm each day. While I’d heard great things about Welly, we had never worked together before so we had lots of very transparent conversations to understand how each other worked and ensure we were aligned on the vision. Emotionally, I think I was just in problem solving mode. I wasn’t ready to give up on the Khemistry brand just yet.

What was the first thing you focused on when the revival became a possibility?

KB: The first thing was the team. When you have a team of talented people suddenly on the job market, it doesn’t take much for them to be scattered to the wind. An agency is its people and keeping ours together was always going to be the best outcome for our team, our clients and our suppliers.

You’ve previously mentioned the pressure marketers face today—how is the new Khemistry structured to help ease that burden for clients?

KB: Our structure is a little different to a typical creative agency in that we have a higher ratio of behavioural scientists, strategists and experience designers. This isn’t about reducing the emphasis on creative – it’s quite the opposite actually. When clients know you’re working from a solid footing of science they have the confidence to take bigger creative leaps.

What does success look like for Khemistry in this new era?

KB: If this experience has taught me anything it’s that your reputation is everything. Khemistry exists today because Welly knew the calibre of work that Khemistry creates and didn’t want to see that disappear. I think in the past, we’ve been quiet achievers who were well regarded by our clients and the local industry but perhaps lesser known down south. I’d like that to change. Success for me looks like Khemistry having a national profile as a creative agency that produces unexpected and highly effective solutions to difficult problems.

Brent, you’ve described the team as being “deep in the trenches together”— how does that bond shape your creative output?

Brent Liebenberg: I think there are a bunch of ways that having history together really helps an agency. Just pragmatically, understanding and leaning on each other’s best bits makes you quicker and more efficient. But where it makes a huge difference is, when you’re familiar, you’re unselfconscious. And that’s when the crazy comes out.

How will your creative approach evolve now that Khemistry is independent again?

BL: Growthops were never a big bogeyman looking over our shoulders, and for the most part they just let everyone get on with it, so I don’t see this changing our approach much. We’d already spent a lot of the beginning of the year refining our offering and putting structure around our behaviour change work, and really, we just want to do smart, interesting, original stuff that works its arse off. Our best work is definitely still ahead of us.

Has the agency’s rebirth sparked any new creative energy or ambition in the team?

BL: A fresh start always brings a lot of new energy – not least because you want to prove to the guy who bailed you that he made a great decision. We were always pretty energetic, but there’s definitely a new edge to things – in a good way – and that’s great to experience.

In a market like Brissy, what do you think sets standout creative work apart from the rest?

BL: I’d say the same as any other market – fiercely original, relevant ideas that actually move the needle. Honestly right now, I don’t think Brisbane’s up to Australia’s best – as a state we’re heavy on government and extremely light on commercial brands, so every bit of creativity is hard fought and won. Equally, I don’t think Australia’s currently up to the world’s best, but the talent’s there in buckets. With all the great indies springing up around the country, I reckon we’re on the edge of something really exciting. Until Jack cracks the algorithm and the robots eat us in our sleep.

How do you see Khemistry’s creative voice evolving, if at all, in this new chapter?

BL: We’re just going to keep being Khemistry, and a big part of that involves trying to do better with every job.

Pictured (L-R): Brent Liebenberg, Executive Creative Director; Kelly Brightwell, Managing Director; Andrew Welstead, Director.

 

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