Thinkerbell finds its Kiwi leads as it opens NZ office

After its expansion across the Tasman was signalled in mid-2022, Thinkerbell Aotearoa has launched in Auckland with its three founding partners, Amy Frengley, Luke Farmer and Regan Grafton, Mumbrella can reveal.

Each take the title of co-founder of the agency, while Grafton joins as chief tinker, Frengely as chief brand thinker and Farmer as the agency’s managing director.

Thinkerbell Aotearoa co-founders, Frengley, Farmer and Grafton

Thinkerbell’s executive team said last year that it was looking for “the right local partners” to help launch its third office, now partnering with the experienced local trio.

Grafton’s past roles also include chief creative officer stints at Ogilvy NZ and indie shop Stanley St, also holding senior creative roles at FCB NZ, DDB NZ and Y&R NZ.

Farmer spend a decade at Dentsu in New Zealand, with the majority of time at BC&F Dentsu, before taking on the group managing partner/general manager role in 2021. He has also held roles at Saatchi & Saatchi NZ, TBWA Whybin and Publicis Mojo, also running his own consulting company in 2022.

Frengley has two decades of strategic experience in several marketing including the UK, Middle East and New Zealand, working for several international branding companies, in addition to working as a brand consultant. She joins as chief brand thinker and co-founder.

Farmer told Mumbrella: “Thinkerbell has already established itself as a leading independent agency both across the ditch and globally. The way they have effectively integrated creative, earned and media really tickles my fancy, and we are pumped for some of New Zealand’s best brands to join our fresh approach of marketing science smashed with hardcore creativity.”

“I’m excited to be a part of something that’s fundamentally different. We’re here to ultimately change and drive behaviour, and I love that Thinkerbell is already doing that with a genuine love for brand, creativity and powerful storytelling that sticks – and stays – in all of the right places” said Frengley.

Grafton added: “At Thinkerbell we like to keep things simple. There seems to be a lot of quotes in here already, so I’ll save some space.”

In 2022, Thinkerbell was awarded Mumbrella’s Full Service Agency of the Year for the second year running, while also taking home the Independent Agency of the Year gong.

Thinkerbell’s now-group CEO, Margie Reid and chief thinker, Adam Ferrier will work closely with the NZ team, the agency said as it passes 150 total staff across its three offices.

Reid and Ferrier are working closely with the NZ team

“We’ve been on the lookout for the right local partners, and are stoked to have teamed up with Luke, Amy and Regan,” added Reid. “We love that these legends are advocates for our somewhat unique and disruptive Thinker/Tinker model, and that they’re genuinely excited to bring something a bit different to the landscape.

“New Zealand is a melting pot of creativity and innovation, and Thinkerbell is humbled to be spreading our wings into this incredible country and market alongside an existing suite of awesome creative shops.”

Launched in 2017 by Jim Ingram, Ben Couzens, and Adam Ferrier, the agency recently shook up its North office in Sydney by hiring Publicis Groupe Nordic’s chief creative officer, Jerker Fagerström as its managing partner. 

The new role was created following the office’s GM, Katie Dally’s departure to Endeavour Group. 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.