Seven years after becoming part of GrowthOps Limited, Khemistry finds way back home as newly minted independent agency under new ownership

Brisbane-based creative agency brand Khemistry will return to market this week as part of a newly minted independent agency.

The award-winning agency known for its impactful behaviour change campaigns was placed into liquidation following the insolvency of its parent company, GrowthOps Limited, earlier this month. An agreement in principle has been reached with the liquidators of GrowthOps Khemistry Pty Limited, Kathy Sozou and Damien Pasfield of McGrathNicol, for the purchase of the Khemistry name and other assets of GrowthOps Khemistry Pty Limited by Andrew Welstead, founder of fellow agency Flip and technology consultancy Antero. Key former staff have also been recruited by Welstead.

The move signals the return of one of Queensland’s most respected agencies and is a testament to the strength of the brand.

“I’ve always had enormous respect for the Khemistry team. Like many in the industry, I was stunned by the news of their closure,” says Welstead. “But after sitting down with Kelly and the team to hear the story, it became clear this was purely collateral damage from the collapse of their parent company. That didn’t sit right with me, so I stepped in.”

Having led Flip since 2007, Welstead has witnessed Brisbane’s agency scene navigate shifting tides and market headwinds.

“The past five years have been brutal for many, but Brisbane’s creative, production and agency talent is world-class. We’re not just capable – we’re competitive on a global stage. It’s time we stood together, backed ourselves and reminded the industry exactly what we bring to the table.” said Welstead.

Kelly Brightwell, who was instrumental in the revival of Khemistry, has been hired as Managing Director, under Welstead as Director.

Says Brightwell: “It was heartbreaking to see the impact of the closure on our team, our clients and our suppliers. In the days after, there was a real restlessness in the local industry – a sense of loss. Not just for the unique work that Khemistry created but for the group of people who come together to create it. Thanks to Andrew, now as an independent agency, we’ve been able to hire many of our original team and get back to what we do best – using behavioural science and creativity to solve our client’s problems.”

With a team of familiar faces reuniting across creative, strategy, technology and client service, the news has been warmly welcomed by Khemistry’s former clients and partners.

Says Brent Liebenberg, Executive Creative Director, Khemistry: “New agencies, new teams, new client relationships all take time to hit their stride. We don’t have that problem – this group of people have been so deep in the trenches together that we basically finish each other’s sentences. There’s so much talent and experience here, and I can’t overstate how great it is to continue working together.”

The news has also been warmly welcomed by Khemistry’s original founders Andy Fyffe and Ashton Ward.

Says Fyffe: “We’re thrilled to see Khemistry’s core talent seamlessly reunited to continue delivering nextlevel thinking and groundbreaking work. Independent agencies like Khemistry are vital for a thriving Queensland brand ecosystem, and this team is simply best-in-class.”

With a renewed sense of purpose and an unwavering commitment to creativity and change, Khemistry is well-positioned to thrive in an increasingly competitive market.

Says Brightwell: “Having spent most of my career client side, I’ve experienced first hand the huge pressure marketers are under to justify their creative investment and demonstrate the impact of their work. Being a nimble independent agency with a genuine focus on creative effectiveness doesn’t just position Khemistry for success, it makes us a better partner for our clients.”

Pictured (L-R): Franc Hafner, Client Service Director; Dr Patricia David, Behavioural Science Unit Director; Andrew Welstead, Director; Brent Liebenberg, Executive Creative Director; Kelly Brightwell, Managing Director.

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