Adam Ferrier, Jim Ingram and Ben Couzens launch new agency Thinkerbell

Adam Ferrier, Jim Ingram and Ben Couzens have officially launched their own agency, Thinkerbell, after departing Cummins & Partners in March.

Speaking to Mumbrella, Ferrier said Thinkerbell’s proposition is “measured magic” with the company’s logo “a cross between Rodin’s The Thinker – [which] represents scientific inquiry – and Tinkerbell who represents magic”.

The Thinkerbell logo

“[We are] bringing those things together, scientific inquiry and brilliant ideas to create measured magic for our clients,” he said.

Executive creatives Couzens and Ingram left Cummins & Partners alongside chief strategy director Ferrier in March, announcing they would be starting their own venture.

Ferrier was one of the founders of Naked Communications, departing the role in September 2013 and joining Cummins & Partners less than one month later.

Couzens and Ingram also joined Cummins & Partners in 2013 after they departed their roles as creative directors of Clemenger BBDO.

Both Couzens and Ingram worked together to create the Victoria Bitters Melbourne Symphony Orchestra campaign and Schweppes Burst commercial.

Ferrier said the three founders and the agency’s proposition of “crashing together marketing sciences and hard-core creativity”, would be its key point of difference in the market. The agency will differntiate itself by undoing the “natural divorce in the marketplace between the science and creativity”.

“I don’t think many agencies, with one or two exceptions, are approaching this space at all,” he said.

Founders Adam Ferrier, Jim Ingram and Ben Couzens

“For clients at the moment it’s a really complex marketing landscape, they’ve got loads of opportunity to do loads of different things as the sands are constantly shifting, but they’ve also got loads of accountability.

“Although they’ve got loads of options they need to be sure they’re taking the right options, so everything needs to be considered and more science behind the decisions they make.

“That’s what we are trying to do, we are trying to do what we call evidence-based creativity – so making sure we have genuine hardcore creative solutions,” Ferrier continued.

Ferrier wouldn’t be baited on who the agency’s foundation clients are, but said “there’s going to be more announcements on where we are up to shortly”.

He noted the work would come, if the agency fulfilled its proposition.

“There are loads of agencies in the marketplace all offering a very similar service, so although there are loads of agencies, there’s not much choice.

“Agencies historically haven’t been particularly good at differentiating themselves, so we feel like we’ve got a model that is different enough to add more choice into the marketplace. They’re all set up the same internally, they all have the same issues, they’re all quite interchangeable.

“There’s also lots of good agencies out there, and if we’re good too, we think the work will come,” said Ferrier.



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