Today is a good day to be brave: New independent creative agency Today the Brave launches

Behind the doors of their Haymarket office, four establishing partners have formed Today the Brave, an independent creative agency founded on the principle that brave work grows brands – through not only ambition, but action.

Focused on a simple formula, combining beautifully simple strategies and world-class creativity, the agency will focus on helping clients to take brave action.

Founding partner Jaimes Leggett has drawn on his entrepreneurial pedigree to open the doors alongside business partner Celia Wallace and creative powerhouses Jade Manning and Vince Osmond. Collectively, they will be led by their guiding principle of Bravery, reflecting how they behave, measure and show up in the world.

Since Today the Brave’s inception in mid-2022, the agency has helped clients including the University of Sydney, AMP North, News Corp, Hoyts and Mercury Capital find their brave.

Says Leggett: “Today the Brave is the coming together of two defining philosophies and a collective of very driven people, creating an agency that will see some of the best talent in the industry partnering with clients on their growth journey.

“In the right hands, bravery can do incredible things. It can punch above its weight, catch you off guard, tell better stories, and drive growth in meaningful ways.”

Says Wallace: “We’ve established this business to bring together a diverse range of talent, curating an environment brimming with creativity and chemistry. Our business is underpinned by a shared passion to deliver exceptional work. As we continue to grow, our energy and enthusiasm will be a catalyst for action.”

Taking the creative reins will be Jade Manning and Vince Osmond, a creative duo since 2009. Most recently, the lauded creative leaders were with Special Group Sydney, and time prior to this spent at DDB Sydney and TBWA\ Hunt\ Lascaris in South Africa.

Says Osmond: “It’s been a life-long dream to be a part of growing something really unique from the ground up. We want to see Today the Brave become a beacon, not only for creativity and innovation, but for talent and clients to feel confident in finding new ways of winning.”

Says Manning: “The ethos of action and bravery leads to incredibly exciting stuff. Simply planning to be brave isn’t brave enough. Today the Brave is a stake in the ground. It is a commitment to helping our clients do great things through definitive action.”

Today the Brave has engaged Ethan Hsu as head of design, responsible for managing the agency’s diverse team of designers. Drawing from his wealth of experience building and leading decorated teams across a range of industries at R/GA, Landor & Fitch and Wunderman Thompson, Hsu has already demonstrated his passion for the ability for design to transform businesses and culture across the agency’s visual design output.