Ex-Monkeys Melbourne Ant Keogh, Paul McMillan and Michael Derepas create Kerfuffle

Ex Monkeys Melbourne CCO Ant Keogh, CEO Paul McMillan, and CSO Michael Derepas have launched their highly anticipated independent agency ‘Kerfuffle’ with new headquarters in Flinders Lane, Melbourne.

The trio, recognised as one of the most awarded agency teams in the country, spent seven years at the helm of The Monkeys Melbourne, following hugely successful long-term stints at BBDO Melbourne and George Patts.

Joining them are Group Account Director Jessie Roper, Senior Copywriter Carly Dallwitz, Senior Producer IIona Phyland, along with Creative Partners Josh Stephens and George Freckleton.

Says Keogh: “At Kerfuffle, we are unashamedly about creativity. At a time where the industry is under threat from all angles, we are doubling down on what creativity can do for business and aim to be a safe haven for the best creative minds in the country. In the great battle for attention, creativity wins.”

Says Derepas: “At the end of the day, the best strategy is only as good as the work it creates. To earn brands their precious piece of mental real estate, you need rock-solid strategic foundations. Only then, can the creatives leap further, and release big creative ideas that command actual human attention – the kind of work we want to create at Kerfuffle.”

When asked about the origins of the name ‘Kerfuffle’ Keogh says their clients need to make a noise, get noticed, create a commotion: “Unless you do that first, everything else is academic. It comes out of that. Or maybe we just thought it sounded funny.”

Says McMillan: “Kerfuffle is a small group of smart people with huge experience. Collectively we have made a lot of great work with many wonderful agencies, clients and colleagues… now it’s super exciting to be backing ourselves and having a crack as an independent.”

The combined experience of the group spans strategy and/or creative for iconic brands including Carlton Draught, Corona, Great Northern, Pure Blonde, Victoria Bitter, Dare Iced Coffee, Farmer’s Union, Big M, Snickers, Mars, Mars Pet, Cadbury, Bega, Lion, BCF, Rebel Sport, Target, Macpac, Remedy Drinks, Yoplait, AHM, iSelect, Bupa, NAB, Coles, Target, Telstra, General Motors, Supercheap Auto, Visit Victoria, Australian Defence Force, TAC, Australian Government, Victorian Government, and many more.

Keogh, recognised as one of the most awarded creative talents in the country, joined The Monkeys Melbourne seven years ago, following an award winning 10-year stint at Clemenger BBDO Melbourne. Keogh reunited with McMillan and Derepas who had joined The Monkeys Melbourne from Clemenger BBDO only a few months prior.

During Keogh’s time at Clemenger BBDO, he guided Cannes Gold winning campaigns including TAC ‘Meet Graham’, Snickers ‘Hungerithm’ and Bonds ‘Boys‘, won Campaign Brief Agency of the Year a record seven times and was named Cannes Lions Agency of The Year and D&AD Agency of the Year in 2017.

First turning heads as a copywriter; his most famous work is the Carlton Draught ‘Made from Beer’ campaign featuring ‘Big Ad’. Voted as the ‘Number One Beer Ad of the Last 15 Years’ by The One Show in 2011, it’s also included in the Sydney Powerhouse Museum’s archives under the ‘Top Ten Greatest Australian Ads’.

During Keogh’s time at The Monkeys, the agency won CB Agency of the Year twice, in 2021 and 2023. Much of his work over the last 20 years can be viewed on his Bestads page.

To create a Kerfuffle visit kerfuffle.agency