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Paper Moose
Team PROFILE
Agency Type
Full Service
Ownership
Independent
tagline
Wildly Effective
LEADERSHIP TEAM
Nick Hunter
Co-founder, CEO & ECD
Brad Bennett
Head of growth, digital and media
Annabelle Rogers
Head of strategy
Hannah Day
Head of accounts and production
Georgia Shilington
Head of design
Joshua Flowers
Co-founder and invention chief
Key Stats
Offices
Sydney
Headcount
24 permanent, 4 freelance
Gender Balance Staff
M: 53%
F: 47%
Gender Balance Leaders
M: 60%
F: 40%
Client book
Client Wins
10
Client Losses
0
Client extensions
1
Largest clients
Uniting
Real Insurance
CSIRO
Agency Scorecards report
Paper Moose hit a strong groove in 2025, winning 10 new clients and retaining one via a competitive pitch.
New business wins included WSI, Klook, Uniting, ROLLin Car Insurance and Travelex, while there were no losses. The agency also extended its work with Mitsubishi Electric and the CSIRO, among others.
Although much of its 27-client roster is project-based, the independent agency demonstrated an ability to consistently attract new opportunities while keeping key accounts in the fold.
Innovation was a standout theme throughout the year.
The launch of Moose Review, an AI-powered creative testing platform, marked a significant evolution for the business, helping validate concepts faster, optimise creative before production and open up a new revenue stream.
The platform reflects a broader expansion of the agency’s services, adding proprietary technology and AI-powered tools alongside its creative offering.
The work also struck the right notes. Campaigns such as Uniting’s ‘The Change You Can Feel’, Klook’s ‘Travel Fully’ and ROLLiN’s ‘Here for the Ride’ showcased Paper Moose’s strength in creating scalable brand platforms for diverse client categories.
Internally, the agency remained focused on cultivating a sustainable culture. Despite a modest reduction in headcount, Paper Moose invested in leadership development, flexible working and AI upskiling, while reducing its median gender pay gap from 11 per cent to 5.8 per cent.
As a certified B Corp, Paper Moose continued to align commercial success with its values, maintaining carbon-neutral operations and prioritising purpose-led clients.
Taken together, 2025 felt less like a transitional year and more like a carefully composed next album.
Paper Moose strengthened its commercial foundations, expanded its innovation creds and continued producing work that resonated with clients, proving that creative excellence and business discipline can comfortably play from the same songbook.
Hightlights reel
Rollin: 'Here for the ride'
‘Here for the Ride’ repositioned ROLLiN’ around the simplicity and flexibility of its car insurance offering.
The platform was designed to better connect with Australian audiences, moving away from a US-leaning brand aesthetic, through relatable moments in and around the car.
The campaign highlighted the role cars play in everyday life and provided a long-term brand platform that could be extended across future campaigns.
Hightlights reel
Klook: 'Travel Fully'
Developed as Klook’s first major Australian brand campaign, ‘Travel Fully’ positioned the brand around the experiences that make travel memorable.
The platform translated its global positioning for Australian audiences and ran across TV, digital, social and out-of-home channels.
Hightlights reel
Uniting: The Change you can feel
This campaign brought Uniting’s first unified brand platform together and expanded understanding of the breadth of Uniting’s services across aged care, disability, early learning and community support.
Built around real stories of positive change, the platform was designed to show the impact of care at every stage of life.
The campaign rolled out across outdoor, transport, retail OOH, radio, digital, social and print channels.
Paper Moose's take on 2025
2025 marked Paper Moose’s transformation from traditional creative agency to technology-enabled creative powerhouse. We launched Moose Review, our proprietary AI-driven creative testing platform that delivers synthetic audience feedback in hours, not weeks, fundamentally changing how we validate and optimise creativity for clients.
This investment in innovation directly drove wildly effective results across every sector we touched: ROLLiN’ Insurance’s “Here for the Ride” platform dramatically increased ROI; Klook’s “Travel Fully” campaign transformed their market presence; Uniting’s brand platform and work redefined non-profit brand work; and Australian Federal Police creative delivered educational outcomes through entertainment.
By embedding AI capabilities across our 30-person team while maintaining B-Corp values and independent ownership, we proved that adopting cutting-edge technology in service of creative excellence delivers superior commercial outcomes. We remain fiercely independent, wildly effective, and committed to harnessing innovation for our clients’ success.
Hannah Day, Head of accounts and production
Day has jumped into the newly formed role of client service & production head, bringing together client excellence and operational panache.
In the 12 months she has been with the business she has removed the silos between client service and production and increased our ability to deliver exceptional results for our client partners.
Constantly praised from both clients and staff across the business she has leveled up our operational excellence.
If we were a band, we'd be...
Talking Heads
Paper Moose is the Talking Heads of Australian advertising: art school origins, collective energy, constant reinvention.
Like Byrne’s big suit, we make the unexpected feel inevitable. We started as a filmmaker collective, evolved into full-service creative, and built an AI platform without ever sounding like a holding company. Intellectual but accessible, playful but precise, commercially successful yet fiercely independent.
We do not chase trends; we set rhythms. Wildly effective, slightly weird, impossible to ignore. Same as it ever was, completely different every time.
Paper Moose
B&T's Agency Score
7.6
Previous season: 7.5
Critic's Comment
“The opportunity for 2026 lies in turning more short-term engagements into enduring partnerships, adding greater depth to an already strong setlist.”