PwC takes a stake in creative shop Thinkerbell

Pippa Chambers
By Pippa Chambers | 28 August 2017

PwC Australia has invested in new agency Thinkerbell, founded by Cummins&Partners' Adam Ferrier, Ben Couzens and Jim Ingram.

The move echoes the recent Accenture acquisition of The Monkeys, showing a growing trend of consultancies and audit firms wanting to add more creative strings to their bow. Most recently, The Works sold to digital consultancy business RXP.

The trio left Cummins&Partners in February and revealed their new business, which promises to deliver “measured magic”, in June.

Thinkerbell is currently on the hunt for a Melbourne managing director.

PwC Australia’s chief creative officer Russel Howcroft said it is “fantastic to have an interest in one of the most exciting creative startups in the market”.

“It’s a great fit because Jim, Adam and Ben are absolutely aligned with our belief in how strategic marketing and powerful ideas can drive growth,” Howcroft says.

“We took a minority interest in Thinkerbell because we wanted to give the founders the space to create the culture and build the team that they want. You don’t have to own creativity in order to access it - we’re excited about  the potential of this investment.”

thinkerbellAdam Ferrier, Jim Ingram, Ben Couzens

Thinkerbell founding partner Couzens says the move is proof of how attractive its proposition is; combining the magic of creativity and the rigour of data led insights.

“Jim, Adam and I are stoked to be able to use this investment as a catalyst to build a great agency,” Couzens says.

In December 2016 PwC launched a CMO Advisory business which works with clients across brand strategy, marketing strategy, media assurance, market insights, marketing performance analytics, marketing structure and operations.

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