merit
2022
Sydney, NSW, Australia
Marketing & Advertising (Full-Service)
27
Underdog
At Those that DO, we don’t just break the old rules, we question why they existed in the first place. That’s why we are an underdog, an independent agency working on big brands like KFC, Bacardi, Campari, Kmart and Target.
We’ve built our agency around challenging the tired structures and stale hierarchies that have defined the creative industry for far too long. We believe the best ideas don’t come from titles or tenure; they come from people who feel trusted, empowered, and deeply involved. That’s why we’ve torn up the rulebook and built something radically different.
It all starts with our Whiteboard First approach. At most agencies, strategy is handed down, decisions are made behind closed doors and creative teams are left to "crack it" after the fact. That’s not us. At Those That DO, everyone gets a pen. Before a single slide is made or a pitch deck takes shape, we gather around a literal or metaphorical whiteboard and get everyone in the room from interns to founders, juniors to ECDs thinking, contributing and shaping the work.
We believe that ideas become stronger when more voices are in the mix. That diverse perspectives don’t dilute creativity, they sharpen it. And we don’t just say this; we design every process to live it. No gatekeepers. No egos. Just a team of curious, courageous minds coming together to solve real problems for real people.
In an industry obsessed with awards and prestige, we’re obsessed with outcomes. While others might chase the next shiny object or over-polish ideas until they lose their soul, we stay grounded in purpose and practicality. We move fast, stay flexible, and value momentum over perfection. Our version of "bravery" it’s about backing our people to take risks, speak up and own their thinking.
And that’s another rule we’re proud to break: the idea that seniority equals superiority. At Those That DO we back all our people to be great. Period. We don’t put anyone in a box. If you’ve got something to say, we want to hear it. If you’ve got a better way to do something, we’ll try it. We’re not in the business of protecting egos, we're in the business of unlocking potential.
This philosophy doesn’t just make our culture better it makes our work better. When people feel safe to show up fully, when they know their ideas matter, when they’re trusted to lead (no matter their level) the result is a kind of creative momentum that’s hard to replicate.
We’re proudly not like the others because we’ve built an agency where contribution matters more than credentials, collaboration beats competition, and everyone has a seat at the table.
The old rules weren’t made for us. So we made new ones.
A Team That Is ‘All In’
At Those That DO, we believe great things don’t happen by accident. They happen by intent and by people who are truly ‘All In’. You don’t achieve this if you are not independent. We believe that business impact comes from courageous individuals collaborating with conviction. Our culture isn’t the backdrop to the work; it’s the engine behind it.
A Culture Of Contribution & Conviction
Our mantra "DO Great Things, Together" is more than a motto. It’s a promise to show up for each other, our clients and the industries we serve. We empower every team member to act with courage and push creative boundaries, while balancing compassion, conversation and constructive challenge. “Tough on the work, never the people”, is a principle we live by.
We’ve built a genuinely safe space where all voices are welcomed and doing the right thing is a shared responsibility.
Since our launch in 2022, we’ve grown from a handful of doers to 27 full-time team members. Philosophically we don't just invest in talent; we invest in people too. Every individual has a growth plan tied to both personal and professional goals, aligned with the agency’s vision. From dedicated learning budgets to mentorships, mental wellness programs and flexible work models, we enable each and every one of our people to thrive.
The result? It’s working. In 2024–2025, we achieved a 94% staff retention rate with 92% of our team rating our culture and support systems positively. Our flatter structure ensures every voice matters. Junior staff are encouraged to present, and team members of all levels are encouraged to share in our open Whiteboard Sessions.
Here, leadership isn’t a title; it’s a mindset.
Innovation That Reflects Who We Are
For us, innovation isn’t just about technology. It’s about how we work. Our “Whiteboard First” approach ensures open, interdisciplinary collaboration from day one, allowing for braver ideas and faster delivery. We’ve responsibly adopted generative AI and real-time creative testing, enhancing speed and effectiveness while protecting the heart of our ideas.
Culture That Shows Up In The Work
You can see our ‘All In’ culture in the work. The campaigns that have resonated most, whether it's a culture-led brand activation for KFC or a bold retail turnaround for Aperol, have come from teams working together, not in silos. It’s our ability to align strategy, creativity and execution seamlessly that enables consistently powerful, culture-led campaigns that make things happen for our clients.
Commitment To Diversity & Inclusion
Inclusion is not a policy. It’s who we are. We recruit from all walks of life, work with diverse creators and production partners and ensure our own team reflects the world we communicate to. Among our 27 people, we represent seven nationalities, a broad age range (20s–50s) and a commitment to a healthy gender balance.
We’re not just building an agency. We’re building a team that’s ALL IN. And by working together, all of us, all the time, we’re creating bold, culture-led work that delivers for people and brands alike
Instead of competing on scale, we’ve flipped the narrative by building a model that independence makes possible. Our ‘Whiteboard First’ approach brings clients directly into the creative process from the very start. No layers. No rigid hierarchies. Just radical transparency and fast, open collaboration that fosters clarity and trust.
Independence also gives us the freedom to back our people completely. We don’t need a massive headcount, we need the right people, fully empowered, fully engaged, and ‘all in.’ This empowerment fuels brave thinking, faster problem-solving, and a culture where everyone feels ownership. That combination has enabled us to deliver ideas that not only scale but surprise, consistently punching above our weight.
And whilst in the last year we had increased revenue by 36% and grew profit by 12%, we were able to reinvest this into our people to ensure we have suitable capabilities and resources to allow for continued growth without burning out the team; something that wouldn’t have been possible with shareholders to keep happy.
By reframing independence from a perceived limitation into a strategic advantage, we’ve earned a reputation for clarity, creativity, and effectiveness that rivals and often surpasses the biggest players. Clients stop asking how big we are, and start asking how soon we can start.
Independence has given us freedom, speed, and focus; the things that holding company structures can rarely offer. It’s not just how we overcome our biggest challenge; it’s the very thing that makes us different. Independence isn’t our limitation. It’s our superpower.
After years working within large global networks across London, Sydney, and Dubai, our founder reached a turning point. One morning, he woke with a burning desire to create something different; a full-service creative agency built not on scale or layers, but on closeness, collaboration, and a “can-do” spirit.
It wasn’t about rejecting the work of bigger networks, but about offering brands an alternative: an agency where clients work directly with the people who will be hands-on from start to finish.
That decision was born from both frustration and intent. Frustration with bureaucracy, silos, and the distance between clients and the real makers of ideas. Intent to build something more human: an agency where familiarity, relationships, and trust are at the centre of every partnership. Independence gave us the chance to design an agency culture that feels like one team with our clients. Where collaboration isn’t just encouraged, it’s embedded.
From day one, Those That DO has carried that ethos. Restless, resourceful, and relentless. Enthusiastically collaborative and unafraid to get stuck in. Bringing strategy, creativity, and craft together to make things happen. We were founded on the belief that the best work comes from those who do great things, together.
As a full-service independent creative agency, our biggest challenge has been breaking through the industry’s assumption that size equals strength. In pitch rooms, we’ve often faced comparisons to global networks boasting dozens of offices, hundreds of staff, and seemingly endless resources. The underlying question was always the same: Can an independent really deliver at the same level?
Rather than trying to compete on scale, we leaned into what independence makes possible: agility, focus, and genuine collaboration. We built a model where clients work directly with the people who drive and will get the work done, regardless of title or seniority; collaborating with them, not just servicing them. That shift has not only strengthened relationships, it’s proven that efficiency and empowerment often outperform volume and bureaucracy.
By staying nimble and people-first, we’ve turned skepticism into loyalty. Last year we achieved 100% client retention, welcomed seven new clients, and continued to grow our team and culture. Staff feel recognised and rewarded, and our reputation attracts new talent every month. In short, we’ve shown that independence isn’t a limitation, it’s a more effective way of working for all.
Independence is shifting from a business model to a creative advantage.
It’s about being faster, braver and closer to culture than the networks can ever be.
Where large agencies are slowed by process, independents thrive on agility and the ability to get shit done without the 'red tape'.At Those That Do, we see our role as proving independence isn't a phase, its the norm. A creative power house working with brands that share our values, moving quickly from ideas into action.
That’s how we’ll help shape the next era of creativity.
