Q&A: MIRIMAR Aussie expat brothers John + Luke McKelvey on global success and the road ahead

Aussie expat brothers John and Luke McKelvey, co-founders of independent creative agency MIRIMAR which launched in 2019, have carved out a space for themselves on the world’s largest stage—the United States. The Emmy award-winning writer and CCO John McKelvey (right), alongside Managing Director Luke McKelvey (left), have successfully built MIRIMAR into a powerhouse agency with offices in LA and New York. Recently named ADWEEK’s Breakthrough Agency of the Year for 2024, MIRIMAR has cemented its place as a standout player in the global creative industry. In this interview conducted by Michael Kean, Global CEO at FBI Talent Co., John and Luke offer a glimpse into the journey behind MIRIMAR’s success.

 

Michael Kean: Setting up your own agency in the US market—was that always part of your plan? What motivated you to choose the US?

JM: We’ve been in the U.S. for nearly 15 years. Luke and I had dreamt of having a creative business together for years. The U.S. is the opportunity to work together on the biggest stage, with unique opportunities to partner with talent, musicians, and athletes and make brands authentically part of the culture. After my time at Droga5, I knew New York was a crucial market. So now, MIRIMAR being in both New York and LA suits the direction we are taking the business, including our brand-building and entertainment offerings.

MIRIMAR’s mission is to be the place where our team and our clients can do the best work of their careers. We believe we can offer something interesting and compelling. The MIRIMAR leadership team has the shared vision and ambition to be one of the best independent agencies in the world. Building an independent creative company takes a leap of faith and a lot of work.

Michael Kean: Why did you choose to base the business out of LA over New York?

LM: New York is still a critical part of our MIRIMAR business, but we wanted to be headquartered in LA as a point of difference. The more we leaned into entertainment-driven work, the more LA made sense.  LA is an epicenter for entertainment and creative industries, from directors, writers, and musicians, we have access to incredible talent and opportunities. It is also great for our families, being closer to home – even if it is a long ass flight away.

Michael Kean: What were the biggest challenges when setting up MIRIMAR in the US?

LM: Starting a business in any market is tough. 3 months in, our two foundational clients hit pause due to COVID. John and I initially had to run everything ourselves, just two of us and our laptops. This forced us to be really compelling when we got opportunities, and that hunger laid a strong foundation for our agency. Now we are bigger and with a great team around us, we still have to be compelling every time we show up. Work must be brave and interesting, or it’s not worth making.

One of the hardest but most crucial things is being independent enough to make decisions driven by creativity and long-term impact rather than chasing short-term wins.

To become one of the great storied agencies we both admire, there’s an alchemy required: the right people, the right moment in time, together with great clients, and a shared vision.

Michael Kean: Was there ever a temptation to put your names on the door?

JM: No. McKelvey and McKelvey sounds like a law firm. Sorry, Dad, who is a brilliant lawyer.

We want the agency to be bigger than us. ‘MIRIMAR’ was the street, Luke, myself and our brother David grew up on in Tamarama (Sydney), overlooking the Pacific Ocean. MIRIMAR means ‘view of the sea’. Now, our office in Venice looks over the same Ocean but from the other side. It’s a full-circle perspective. Plus, we are building MIRIMAR as a company that has room for lots of different, talented, and kind people as we grow, not just the founders.

Michael Kean: What’s it like competing as Australians in the US market? Any challenges specific to that?

LM: Initially, we were self-conscious about being outsiders. Over time, though, we leaned into our outsider perspective as a strength. We’ve lived in the US long enough now, 15 years for John and 7 for me, that we’ve embraced both the nuances of American culture and the unique perspectives we bring as Australians. It brings a fresh lens to our work.

Michael Kean: MIRIMAR just hit its five-year mark, which is a huge achievement. What does MIRIMAR look like in 5 years’ time?

JM: To be one of the best independent agencies in the world.

We are working with brands like Rocket, Apple, Beats, and Priceline while maintaining our independence. We want to continue to maintain our quality and impact for clients rather than simply expand. We will deepen our work in entertainment and yes, we will open more offices.

Michael Kean: There’s the saying, “Don’t go into business with family or friends.”, so as brothers, how have you guys made it work?

LM: That’s good advice; we never heard that (joking). Honestly, it’s been great. People often say, “don’t mix family with business,” but for us, it’s been a positive. Having someone you trust completely, who has your back, is invaluable. Of course, it can often blur the lines between work and personal life, which I know our wives don’t love, but that’s outweighed by the benefits of having someone that you completely trust. Plus, it’s just more fun working with someone who gets your humor and knows how to calm you down.

Michael Kean: Any advice for Australians looking to make the move to the US?

JM: Do it! It’s a rewarding experience that helps you grow and makes your life more memorable. Advice: balance ambition with patience. You have to re-establish and prove yourself again. Be open-minded to learn a new and nuanced culture. Aussies have a great work ethic and are optimistic which helps when arriving in a competitive new place with hundreds of millions of people. Being yourself is always a north star for how to succeed. Your own voice and your own originality are your superpowers. So come, be yourself. Be brave and just do it.

Michael Kean: Do you see a future for MIRIMAR back in Australia?

JM: Definitely. At some point, we’d love to have a presence in Australia. We love the place, the people, and the culture. Right now, we’re focused on growing our presence here in the US on the East and West Coasts, but expanding back home is on the cards.

Michael Kean: How do you see the differences between the US and Australian markets, especially in terms of talent?

LM: Our core offering is to engage audiences at scale without relying on paid media alone.

The size and scale of the US and access to talent are big factors. In the US, you can be a specialist because the market is so large. In Australia, agencies and talent need to be more versatile and able to flex across different channels and styles. Given the population, there’s also a deeper level of diversity in the US, so the work will be targeting specific communities like Hispanic or Latinx audiences. It’s a part of America that I love and it’s made our work richer.

Michael Kean: What about diversity in the advertising industry?

JM: At MIRIMAR, we believe diversity is essential to creating culturally relevant work and shaping an inclusive agency culture. Luke and I as well as our leadership team have made it a priority to bring in talent from different backgrounds, genders, and experiences. In the past year, 70% of our new hires have been diverse. It’s been an intentional approach that has significantly impacted both our work and internal culture. A diverse team brings fresh perspectives that keep us in tune with the world around us and makes our full team feel welcome and included as people. Prioritizing diversity ensures work remains culturally relevant and reflective of all the audiences we aim to connect with.