Dr Patricia David, Behavioural Science Unit Director; Executive Creative Director; Kelly Brightwell, Managing Director; Andrew Welstead, Director; Franc Hafner, Client Service Director.
Brisbane-based creative agency brand Khemistry has emerged as an independent agency again in a deal with the administrator of GrowthOps.
An agreement in principle has been reached with the liquidators of GrowthOps Khemistry Pty Limited, Kathy Sozou and Damien Pasfield of McGrathNicol.
Andrew Welstead, founder of fellow agency Flip and technology consultancy Antero, is purchasing the Khemistry name and other assets of GrowthOps Khemistry Pty Limited.
Key former staff have also been recruited by Welstead.
“I’ve always had enormous respect for the Khemistry team. Like many in the industry, I was stunned by the news of their closure,” said Welstead.
“But after sitting down with Kelly (Brightwell) 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.”
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,” he said.
"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.”
Kelly Brightwell, who was instrumental in the revival of Khemistry, has been hired as managing director under Welstead as director.
“It was heartbreaking to see the impact of the closure on our team, our clients and our suppliers,” said Kelly.
“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.”
Brent Liebenberg, Khemistry’s executive creative director, said 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,” he said.
“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 welcomed by Khemistry’s original founders, Andy Fyffe and Ashton Ward.
"We’re thrilled to see Khemistry’s core talent seamlessly reunited to continue delivering next level thinking and groundbreaking work,” said Fyffe .
“Independent agencies like Khemistry are vital for a thriving Queensland brand ecosystem, and this team is simply best-in-class.”
Kelly said Khemistry is well-positioned to thrive in an increasingly competitive market.
“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,” Kelly said.
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.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.