Los Angeles-based creative company The Many is launching in Australia, with co-founder Damien Eley returning to Down Under to spearhead the expansion.
Eley said: “This isn’t a traditional agency launch and we’re not here to just work for hire. We’ve really tried to purpose-build this for an increasingly fragmented, fast-moving, and more audience-led world. We want to participate in our partners’ goals.”
Central to the creative agency’s expansion into Australia is a belief that the future of creativity is participatory
Eley added: “In an era where audiences demand agency and involvement, The Many’s approach flips the traditional model on its head – building ideas with audiences, not just for them.”
The agency’s model aims to turn brand fans into collaborators and culture-makers, from co-created IP and creator-led storytelling to AI-assisted campaign development.
Eley added that ‘Participation’ isn’t just a buzzword: “It’s a business strategy that drives deeper engagement, richer data, and more durable brand love.”
He brings over 20 years of global creative leadership to the venture, having worked with agencies such as BMF, Ogilvy New York, and Mother London before founding both Mistress and The Many in Los Angeles.
After four years of remote work from Australia, he’s now actively engaging with clients, collaborators, and acquisition opportunities across APAC.
Eley explained that the expansion is not about recreating LA in Sydney, he said: “It’s more about evolving The Many’s offering into something new that responds to, but also challenges, the market here – something flexible, local, and able to grow.”
The Many has evolved from an agency into a flexible, borderless solution built for participation-led creativity over the past few years. Its offering includes The Many Agency for strategic brand work, The Many Studios for participatory branded content and IP, The Many Labs for AI-driven innovation, The Many Media, managing over AUD$100 million worth in media for insight-led distribution, and The Many Brand Partners.
The Many is purpose-built for a generation that doesn’t want to be sold to – they want to be part of the brand story. The agency’s philosophy of evolving with its audiences has been proven across campaigns including Hot Wheels, Mixwell, Jin Ramen, eBay Between2Rides and The Vault.
Eley added: “Rather than opening another satellite agency, we are building a new model of creative business development for APAC – modular, flexible, and responsive.
“This vision encompasses smart, culturally tuned creative solutions for Australian brands, a hub for participatory branded content with monetisation potential, and a strategic base for regional expansion, innovation, and even potential acquisitions, particularly in the immersive tech space.
“Australia doesn’t need just another indie creative agency. It needs a new kind of partner.”
The Many is now engaging with potential partners across the region. Interested parties are invited to participate in shaping the future of brand engagement in Australia.
Top image: Damien Ely