We are the Champions
of the Underdog.

Best of breed

We maximise strategic
and creative advantages
for challenger brands.

Driving challenger brands to success is in our DNA.
We have a proud history of turning underdogs into top dogs.
We’ve always had greatest affinity and success in helping challenger brands punch above their weight.

We have an independent Australian attitude whilst being able to tap into the massive resources of our Hakuhodo network.

Our Approach

We challenge convention

We use proven challenger brand principles

We focus on insights of opportunity. On what is emerging.

We work in collaboration at every stage of the way

We fuse creativity and accountability to drive commerical impact

We care deeper.

Our best of breed ideas
transform brands

Our creative philosophy is rooted in best practice challenger brand principles. We strive for ideas that people talk about, share, behave with, and most importantly get commercial results.

Our Clients

  • NRL
  • Konica Minolta
  • K Mart Tyre and Auto
  • ATC
  • Bertoli
  • Insa Freedom Insurance
  • Daikin
  • Adstream
  • Fisherman's Friend
  • Tabasco
  • Thermos
  • P&O
  • State of Origin
  • Valvoline
  • Curash
  • The Championships
  • Reward Insurance
  • Nair
  • Gerni
  • Nilfisk
  • Beaks and Sons
  • Thermos
  • Sharp
  • Dencorub
  • Pearl Drops
  • Specialty Fashion Group
  • Yingli Solar
  • HPM Legrand

Join Us

If you are best of breed, we would love to hear from you.

Best of breed

As a challenger brand agency, we need people who are up for a challenge.

You will need to be passionate about ideas, original thinking, new and traditional media and have outstanding practical skills. That's what clients demand from us.

Our environment is creative and supportive, facilities world class.

Your opportunities will only be limited only by your own ambition.

Use this form to send us your CV and include a covering letter indicating in which area you would ideally like to work.

Upload your CV (please include a cover letter as page 1)


Our proven formula turns Underdogs into Top Dogs.


There are key principles that make challenger brands, or as we like to call them ‘underdogs’ succeed.

These principles are considered world best practice.

For your chance to learn how some of the world’s leading brands have used these principles for success, register today for a FREE session.