January is a time of much change. You might get a new job. You vow again to kick the darts, trim the booze intake and hit the gym. You might decide to finally dump that useless boyfriend of yours.
Here at B&T, we prefer to use our January as a time of solemn, deep reflection on the state of the industry. And in this first of the 2026 Ones to Watch series, we’re looking at Australia and New Zealand’s creative agencies and which ones are worth keeping your eyes on—for good or ill.
And, a note, some of these agencies can do media planning and buying (we’re looking at you Clemenger BBDO). But the below are primarily known for their creative work, hence being here.
Clemenger BBDO & McCann
Clemenger BBDO and McCann are the agencies we think are most worth keeping an eye on in 2026. Both emerged from Omnicom’s acquisition of IPG with bolstered ranks with Clemenger BBDO swallowing DDB in Australia, while DDB and FCB merged in New Zealand to form McCann NZ.
DDB’s Sheryl Marjoram (Sydney) and Mike Napolitano (Melbourne) have been appointed co-CEOs of Clemenger BBDO Australia. Former Clemenger BBDO CEO Lee Leggett became chief customer officer of Omnicom Oceania. Meanwhile, Priya Patel (CEO, DDB Group Aotearoa) and Paul Wilson (CEO, FCB Group Aotearoa) were appointed co-CEOs of McCann Group NZ.
In Wellington, Clemenger Wellington and FCB Wellington rebranded to McCann Wellington, operating as part of McCann Group NZ. At the start of December, Omnicom said the local leadership for McCann Wellington would be announced “shortly,” though we haven’t heard anything as yet.
The raft of personnel changes alone would make Clemenger BBDO one to watch. But there are a range of potential client conflicts between what was DDB and Clemenger that would pique most people’s interest.
For instance, Volkswagen renewed its longstanding global deal with DDB last year. But Clemenger has listed Mazda as a client since it swallowed CHEP Network (RIP forever in our hearts). Clemenger is Kmart’s creative agency too, while TK Maxx’s was DDB. Much to ponder for the business’ marketers and the nation’s pitch doctors alike.
Special
Meanwhile, Special’s seemingly inexorable rise to world domination looks set to continue apace in 2026.
In 2025, the agency continued to produce some of the most impressive creative work in the industry, not least for Uber and Uber Eats and Bonds, among others. It would also win eight new clients and continue to grow its offerings outside of its core advertising business to noteworthy success.
To top it all off, Special would win a host of gongs at the B&T Awards, including the coveted Grand Prix. Will Lindsey Evans and the team be able to keep the pace through 2026? Wait and see.
Swan Studio
Swan Studio capped an excellent 2025 with the B&T Emerging Agency of the Year award. Primarily operating as a social creative agency, Swan delivered exceptional results.
It grew to 20 staff, significantly increased its revenue and boosted its client retention. With a young, diverse team of staffers and interesting, thought provoking work, we think there’s plenty in line for Swan Studio in 2026.
Born
Born was named B&T’s Emerging Agency of the Year in 2024. In the previous ‘Ones to Watch’, we pondered if Born could continue its impressive rise to prominence in the industry. Now, it certainly seems to have managed it.
It has won a host of clients, including established brands such as Dymocks, Yo-Chi, Unity Bank and, most recently, the University of Canberra. The Surry Hills-born agency opened an office in Adelaide last year, too and it expanded its ‘Born This Way’ Low Bono offering for LGTB businesses and organisations.
To top it all off, Born was named our Independent Agency with Fewer Than 50 Employees. It’s another very big feather in the cap.
Kerfuffle
One of the most significant themes from 2025 (in our mind, anyway) was the exodus of senior talent from holding company-owned creative agencies looking to start their own operations. Perhaps the most significant of those in 2025 was Kerfuffle, founded by a trio of ex-Monkeys Melbourne bosses.
In October 2024, Ant Keogh, Paul McMillan and Michael Derepas announced they would be departing The Monkeys. In May, Kerfuffle was revealed.
Keogh said Kerffufle would be “unashamedly about creativity” and would double down on its value for its value for businesses at a time when the ad industry is “under threat from all angles”.
Keogh added that it aims to be a “safe haven for the best creative minds in the country”.
Its founding staff included group account director Jessie Roper (formerly of Bullfrog), ex-DDB Melbourne senior copywriter Carly Dallwitz, ex-AJF Partnership senior producer IIona Phyland and fellow ex-AJFer, creative partners Josh Stephens and George Freckleton. And Kerfuffle started strong, winning Picklebet’s creative account in 2025.
Will the Kerfuffle become a ruckus in 2026? Watch and see.
ATime&Place
Another agency founded by former ‘big agency’ staffers, ATime&Place was founded by ex-Deloitte Digital bosses Adrian Mills and Matt Lawson in 2024.
Last year, the agency pumped out impressive (and under-appreciated, in our book) creative work for serious, big deal brands including Suzuki, Uni Super, Cobram Estate and more. Its work for craft brewer Balter, however, was our favourite.
Now firmly ensconced in the creative landscape and recently expanding its Melbourne office (B&T a lucky stowaway on a tour), 2026 could be the year that ATime&Place becomes part of the country’s creative elite.
