Today the Brave acquires The Zoo Republic

Independent creative agency Today the Brave has acquired The Zoo Republic, one of Australia’s longest-running independent retail, shopper, and experiential agencies.

The deal brings together two complementary strengths: Today the Brave’s reputation for bold brand platforms, and The Zoo Republic’s 25 years of expertise in turning behavioural insight into real-world activation. The result is a fully integrated model that amplifies brand platforms across every touchpoint a consumer experiences – from the TV screen to the store shelf, the festival stage or the checkout.

“We’ve always believed brave ideas can change the way people think and feel about brands,” says Jaimes Leggett, Founder of Today the Brave. “Our superpower is big brand platforms. But those platforms only matter if they meet people where they are. The Zoo Republic helps us deliver just that – turning big brand platforms into experiences that consumers can see, touch, and act on. This is about amplifying creativity and impact at every step of the consumer journey.”

The Zoo Republic brings with it a strong client roster, including Brown-Forman, Arnott’s, Ampol, ANZ, Bentspoke Brewing Co, and Cranky Health. Known for work that embeds brands into everyday life, the agency has built a strong reputation for retail and shopper marketing that shifts behaviour at scale.

“Joining Today the Brave has always been about creating the next chapter,” says David Lo, Founder of The Zoo Republic. “We’ve kept the independence and thinking that define us, and now we have the scale to take it further – more clients, more capability, more creative impact.”

Lo will continue to work with the team for the next three years to see that vision through.

The acquisition builds on Today the Brave’s momentum, following the recent move to its new home at Hibernian House, the expansion of its media, PR and content teams, and the addition of senior hires to deepen its creative bench.