The New Wave ~ ABEL
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 ABEL.
1. Give us the elevator pitch – who are you and what do you do?
We are a direct to source, trans-Tasman creative company that points disarmingly senior talent at your business problems.
At ABEL we’re in it for the long haul so we feel more like your in-house agency than a big service provider. We’re a collective of people who just love creative things and the partners we work with. And when they win, we win.
2. Are indies still challengers, or have they become the norm?
The indie vs. network debate is old news. We get more excited about pushing forward rather than pushing back and focus on letting the work define us, not the label.
3. What’s your unfair advantage over the networks today?
Ego-free creativity that grows with your business. We bring all the global big agency experience but with none of the big agency BS. Where networks squabble for pitches and swap out teams every six months; our people and our partners stay. Macquarie Bank was our very first client seven years ago and they’re still with us today. Good people, long partnerships, great work. It’s that simple.
4. How are you using AI to compete above your weight?
Our independence means we have the freedom to experiment and test and learn with a range of different AI tools and platforms. We’ve built bespoke tools for a number of our clients including agentic focus groups and TOV copy assistants to help our clients get the most out of the work when we’re not in the room. We’ve leveraged generative AI in production to help franchise owners across NZ create localised brand assets for Harrisons Solar and we’ve just completed a 100% generated campaign across mainstream media for Macquarie Bank, alongside our mates at Heckler.
And we don’t do ANY of this without a clear set of AI guidelines and values which we update and evolve as the technology does.
5. What kind of clients are choosing indies right now – and why?
Ones that already have an agency. Ones that need a second opinion. Ones that want a direct line into strategy or creative on-call. For too long the process was a punish for everyone involved and you could see it in the work. Creativity should be fun, and when we get clients and creatives solving problems together it brings back the vibe.
6. What’s next – growth, staying lean, or something else?
With steady year on year growth across Australia and New Zealand, we’re playing the long game. At the start of this year we were {this} close to opening an office in Europe, with Just Eat (see the featured work) but sadly it didn’t go our way. Our goal was always to build something sustainable for both our people and our partners, so we’re in no rush to go big.
Check out the other New Wave Q&As below:
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
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