Three established agencies, R-Co, HM, and Marketing with Purpose (MWP), have joined forces to launch a new model of creative collaboration, dubbed 'colllective'.

The venture aims to deliver a suite of user-focused services to the market, while each agency will maintain its own identity and client base. The founders of colllective are Richard Henderson of R-Co, Nancy Bugeja of HM, and Ric Navarro of MWP.

The colllective model is designed to offer more value to clients without the constraints of a large agency or studio. The founders believe traditional agency models are being disrupted and their model of creative collaboration is a response to this change. The colllective model allows for flexibility to have the best talent on tap, tailored to each unique business as needed.

"We have actually had a long association with a great deal of mutual admiration and respect," said Henderson. "When we got together at the end of 2023 and started talking more seriously about what clients are looking for, we immediately aligned on shared values and a vision to deliver more to clients. We could immediately identify our strategic approach and thinking to every piece of work as one of our differentiators; one that catapults our creative process."

Bugela said the trio aim to avoid the traditional costly matrix structure of most studios and agencies and to pass on efficiencies to clients.

Whilst the founders of colllective are Melbourne-based, the broader team extends Australia-wide and internationally including R-Co offices in Hong Kong and China.

"Our colllective model allows for flexibility to have the best talent on tap: a specialisation tailored to each unique business as needed. Agility isn’t just a buzzword for us; it’s our core ethos. We listen to our clients without preconceptions, ensuring a deeper understanding of their needs," Bugeja said.

Navarro, the former marketing chief of Norman Disney and Young, said the emphasis is on delivering solutions and outcomes to clients that will shift the needle with audiences and customers.

"From subject matter specialists to former C-suite professionals, each talented member within the colllective group brings their own unique skills, specialisation, and deep experience: talent that flexes according to specifics of each project. We bring together specialist expertise for diverse thinking and impactful solutions," said Navarro.

The Melbourne-based founders have already launched several projects, including an events and branding strategy and execution for the Committee for Melbourne.

"Working with R-Co and the colllective team has been seamless. They have delivered an exceptional brand image that has positioned us perfectly," said CEO of the Committee for Melbourne, Mark Melvin.