LA-based creative shop The Many makes ‘humble’ entry into Australia

Award-winning LA-based creative agency The Many is launching in Australia, promising it is not “just another indie creative”. Co-founder Damien Eley, who is spearheading the launch, spoke to Mumbrella to share its philosophy.

The Many, formerly known as Mistress, was founded in 2009 as a “flexible, borderless creative ecosystem”,  designed for what Eley coined the “participation generation”. He said it has always strived to be different.

Eley said that Mistress was one of the world’s first project-oriented agencies, which gave it a fresh offering against traditional creative agencies. But as the industry began to catch up with the concept of project-based work, its point of difference began to fade. It rebranded to The Many after acquiring an agency that specialised in analytics and data. The Many then ventured into social media, as Eley believed big brand work through social wasn’t being done at the time.