Today the Brave acquires independent experiential agency
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 will see Today the Brave — with a reputation for bold creative — blend with The Zoo Republic’s 25-year expertise in real-world activations.
Described as a “fully integrated model”, the combined entity will be able to amplify brand platforms “across every touchpoint a consumer experiences”, according to a press release.
“We’ve always believed brave ideas can change the way people think and feel about brands,” Jaimes Leggett, founder of Today the Brave, said in the release.
“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.”
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The Zoo Republic was founded by David Lo in 1999 as The Marketing Zoo. He had worked as a solicitor for a number of years, but in 1995 decided to leave the law profession to pursue more “entrepreneurial opportunities” within marketing.
The Zoo Republic has remained independent over its quarter century, with a client roster including Brown-Forman, Arnott’s, Ampol, ANZ, Bentspoke Brewing Co, and Cranky Health.
In 2010, it launched sister agency Digital Stampede, designed to act as both The Marketing Zoo’s digital arm and an independent agency. By 2013, the agencies merged and changed the name to The Zoo Republic. Over the years, it has built a reputation for shifting behaviour at scale through its retail and shopper marketing capabilities.
Lo has also been an active member of the industry, having spent five years on the board of the Communications Council Australia (now the Advertising Council Australia). According to him, Joining Today the Brave is about “creating the next chapter”. He will continue to work with the team for the next three years to see this vision through.
“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,” he said in the release.
Today the Brave has recently moved to a new home at Hibernian House, and expanded its media, PR, and content teams.
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