Thinkerbell gets minority investment from PwC

PwC Australia is making a minority investment in new Australian agency Thinkerbell.

The shop was founded in June by former Cummins & Partners employees Adam Ferrier, Jim Ingram and Ben Couzens (see "Why on earth would you name your agency 'Thinkerbell'?").

Russel Howcroft, PwC Australia’s chief creative officer said the agency is a great fit with PwC's belief that strategic marketing and powerful ideas can drive growth.

“We took a minority interest in Thinkerbell because we wanted to give the founders the space to create the culture and build the team that they want," he added. "You don’t have to own creativity in order to access it—we’re excited about the potential of this investment.”

Couzens said the news proves that Thinkerbell's proposition of combining the "magic of creativity and the rigour of data-led insights" is compelling. "Jim, Adam and I are stoked to be able to use this investment as a catalyst to build a great agency," he said.

PwC launched its CMO Advisory business in December 2016. It provides consulting on brand strategy, marketing strategy, media assurance, market insights, marketing performance analytics, marketing structure and operations.