The Many launches in Australia with call for ‘participation-led’ brand building

LA-based creative company The Many is expanding into Australia, led by co-founder Damien Eley, who has returned to Sydney after more than two decades overseas.

The agency said it is not launching with a traditional model, but instead aims to become a creative partner built for an “audience-led world,” with a focus on participation, creator collaboration and flexible campaign development.

“This isn’t a traditional agency launch and we’re not here to just work for hire,” Eley said. “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.”

At the heart of the creative company’s expansion into Australia is a belief that the future of creativity is participatory.

“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 Many’s model blends brand strategy, media, content creation and IP development. The business is structured across five modular units: The Many Agency (brand and strategy), The Many Studios (co-created content and IP), The Many Labs (AI-led innovation), The Many Media (distribution), and The Many Brand Partners.

The Australian arm will serve as a hub for local brand work, participatory content, and regional expansion – including potential acquisitions in immersive tech and creative innovation.

“This isn’t about recreating LA in Sydney,” Eley said. “It’s about evolving what we do to suit the APAC market – something local, modular and capable of growing into whatever the next chapter of creativity demands.”

The Many manages more than A$100 million in media globally and is currently engaging with partners across Australia and APAC.