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 combines Today the Brave's brand platform expertise with The Zoo Republic's 25 years of experience in behavioural insight and real-world activation.
Commercial details of the acquisition haven’t been revealed.
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,” said 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 a client roster including Brown-Forman, Arnott's, Ampol, ANZ, Bentspoke Brewing Co and Cranky Health. The agency has built its reputation in retail and shopper marketing focused on shifting consumer behaviour at scale.
David Lo, founder of The Zoo Republic, will continue working with the team for three years following the acquisition.
"Joining Today the Brave has always been about creating the next chapter," Lo said.
"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."
The acquisition builds on Today the Brave's recent expansion including its move to new premises at Hibernian House, growth of media, PR and content teams, and senior creative hires.
The Zoo Republic specialises in embedding brands into everyday retail environments and has developed expertise in shopper marketing that connects advertising concepts with point-of-sale execution.
Today the Brave positions itself as focusing on culture-first brand platforms designed to generate conversation and cultural resonance beyond traditional advertising channels.
The combined agency will operate across brand strategy, creative development, media planning, retail activation and experiential marketing, targeting clients seeking integrated approaches from concept through to consumer touchpoints.
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