Thinkerbell acquires Hardhat: ‘We look forward to seeing what our combined forces can do’
Thinkerbell has announced a full acquisition of one of the country’s leading CX agencies, Hardhat.
Founded in 2005 by Dan Monheit, Hardhat has been at the forefront of customer experience, helping Australian brands and businesses go digital, and leading creative platforms for a number of clients.
The Hardhat team is described to “get what makes people tick, click, swipe, buy, and believe”.
Announced on Tuesday, Monheit will become a partner in Thinkerbell, taking on the role of chief CX thinker.
(L-R): Adam Ferrier, Dan Monheit, Margie Reid
“When the opportunity came knocking to do something bigger with Thinkerbell, it was just too compelling to ignore,” he said of the acquisition.
“The scale of Thinkerbell allows us to take our CX offering and apply it to bigger brand opportunities. Further, Thinkerbell’s ‘Measured Magic’ philosophy, or marketing sciences meets hard core creativity resonates to our core. Our skill set will further build on the Thinkerbell offering and we look forward to seeing what our combined forces can do.
“This is especially true for all of the clients who have backed us until now, who will immediately benefit from Thinkerbell’s world class strategic and creative firepower. Over time we will retire the Hardhat brand as we enter our next chapter as Thinkerbell.”
Margie Reid, chief executive officer of Thinkerbell, said Monheit and the Hardhat team are the best in class at what they do, and their capabilities will boost the agency’s ‘Measured Magic’ brand.
“In order to keep doing this it’s imperative we continue to invest in, and build our capabilities across all touchpoints between the brands we work with and their consumers,” she said.
“Along with Dan, the Hardhat crew will bring something special to Thinkerbell, as they are specialists in thinking customer first across the entire customer journey as well as their behaviour change creative capabilities. This will mean that we can unleash the power of Measured Magic for our clients across their entire customer experience. This will in turn help us to continue creating brand led business transformation for our clients.”
Reid continued: “Along with our expansion into New Zealand, our buying back of the PwC equity, and some deeper investments into production it’s been a big year or so for Thinkerbell. We look forward to continuing to work with some of the most iconic and loved brands in Australia and New Zealand.”
Chief thinker of Thinkerbell, Adam Ferrier, added: “The successful agencies and consultancies today have a much broader remit than just advertising. From our inception we’ve embraced a broader marketing pallet embracing brand strategy, PR, research and media. Bringing Dan and his team on board means we can deliver measured magic through the entire customer experience, and ensure we offer a holistic brand led business transformation offer to our clients.
“I’ve known Dan for years, we catch up regularly, and we share a similar point of view on the world. Dan has built an incredible business in Hardhat and we are extremely proud to bring the business into the Thinkerbell family.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Adam Ferrier
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agencyland
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custmer experience
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Dan Monheit
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Margie Reid
Thinkerbell
Fantastic.
I’m not sure it’s all sunny days. They probably need eachother. So perhaps be humble
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