The Brand Pool

What The Brand Pool does

The Brand Pool is an independent Australian creative agency headquartered in Newcastle, New South Wales, with a second office presence in Surf Coast Shire, Victoria. The agency was founded by Managing Director Lynn Poole, who previously managed one of Australia's largest regional advertising agencies, and is led alongside Creative Directors Daniel Barrett and Benny Heath. It operates Australia-wide with a primary focus on NSW and Victoria, delivering work through direct senior-level engagement with government agencies and commercial organisations.

The agency's core offering centres on branding, behaviour change campaigns, campaign development, strategy, employee value propositions, and disaster and resilience marketing, with supplementary capability in immersive VR experiences. Its distinguishing methodology is an evidence-based behaviour change framework grounded in COM-B, the Transtheoretical Model, and Nudge Theory, productised through a proprietary tool co-developed with Professor Linda Brennan at RMIT. Lynn Poole has spoken at the World Social Marketing Conference on this approach, and the agency has delivered measurable public-sector outcomes including a 10% reduction in water use for Hunter Water, an 85% resource recovery rate for Maitland City Council, and 2.7 million impressions for NSW DPIRD's Keep It Clean campaign.

The Brand Pool generates revenue through project-based professional services engagements with government and commercial clients. Its customer base is dominated by Australian government entities — including NSW Treasury, NSW Public Service Commission, ASIC, APRA, AFAC, AMSA, NSW Rural Fire Service, and multiple local government authorities — supplemented by a small number of commercial clients such as Uniti Group and 5 Sawyers. Delivery is supported by a curated network of premier production partners (Jumbla, Mudbath, T&DA, Newy Digital, LiveWorks) and specialist illustrators, enabling scalable execution without large in-house headcount. Pricing is not publicly disclosed; the agency is privately held with no external funding, parent company, or acquisition history identified.

Name

The Brand Pool

Legal name

The Brand Pool

Website

https://thebrandpool.com.au

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

The Brand Pool is an independent Australian creative agency in Newcastle, NSW specialising in evidence-based behaviour change campaigns, branding, and strategy for government agencies and select commercial clients across Australia.

Ownership category

akta.pro rank

Product category

Creative Agency Services

NAICS

Advertising Agencies (541810)

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

• Behaviour change campaigns
• Creative agency services
• Brand strategy consulting
• Government marketing services
• Employee value proposition

Headquarters

HQ city

Newcastle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Creative Agency Services: Project-based creative services including branding, behaviour change campaigns, strategy development, and campaign execution for government and commercial clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Brand Pool is a Newcastle, Australia-based creative agency that designs and delivers branding, behaviour change campaigns, multi-channel campaign development, and strategic services for government agencies and select commercial clients. Its work is differentiated by an evidence-based behaviour change methodology (COM-B, TTM, Nudge Theory) applied across government marketing, employer branding, disaster and resilience campaigns, local government placemaking, and immersive VR experiences.

Product overview

The Brand Pool is a creative agency offering a unified suite of professional services rather than a software product. The core portfolio comprises Branding Services, Behaviour Change Campaigns, Campaign Development, Strategy Services, Brand Guidelines and Toolkits, Employee Value Proposition (EVP) and Employer Brand Services, Disaster and Resilience Marketing, Government Marketing Services, Local Government Authority (LGA) Services, and Virtual Reality (VR) Experiences. These services are delivered as integrated consulting engagements, with behaviour change methodology underpinning strategic and creative work across all offerings. The agency primarily serves government agencies and brands tackling societal challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding Services Comprehensive branding services including brand design and visual identity development, brand naming and tagline creation, brand guidelines and style guides, brand messaging and tone of voice development, brand storytelling, brand experience design, brand collateral design, packaging design, and environmental branding. Targeted at government agencies, local councils, and commercial clients seeking to establish or refresh their brand presence.
• Behaviour Change Campaigns
• Campaign Development
• Strategy Services
• Brand Guidelines and Toolkits
• Employee Value Proposition (EVP) and Employer Brand Services
• Disaster and Resilience Marketing
• Government Marketing Services
• Local Government Authority (LGA) Services
• Virtual Reality (VR) Experiences

Quantifiable outcome

• 10% reduction in water use for Hunter Water following For The Love of Water campaign
• +9 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BMF: BMF is a leading independent Australian creative agency known for integrated campaigns and brand strategy. Directly comparable as a high-profile Australian independent creative shop competing for government and commercial brand work.
• The Monkeys (Accenture Song): The Monkeys is a high-profile Australian creative agency now part of Accenture Song, known for bold creative campaigns across commercial and government clients. Comparable as a top-tier Australian creative competitor for branded campaign work.
• Thinkerbell: Thinkerbell is an Australian independent creative agency specialising in "measured creative" combining ideas, PR and influencer activity. Comparable as a boutique Australian creative agency with a measurement-led, behaviour-change-style approach.
• Cummins&Partners: Cummins&Partners is an Australian independent creative and brand agency with strengths in strategy, campaign and behaviour-change work. Comparable as a mid-sized Australian independent with similar multi-channel government and commercial credentials.
• 303 MullenLowe: 303 MullenLowe is an Australian creative agency within the MullenLowe Global network with a strong track record in government, social marketing and behaviour-change campaigns. Closely comparable on the government/public-sector behaviour-change positioning.

Broad incumbents

• DDB Australia: DDB Australia is part of the global DDB creative network, with strong credentials in government campaigns and creative effectiveness. Comparable as a network competitor for high-budget branded government briefs.
• Leo Burnett Australia: Leo Burnett Australia is the local arm of Leo Burnett Worldwide, with a heritage in behaviour-change-driven creative work (Humankind platform). Comparable as a global network with explicit behaviour-change positioning.
• TBWA Australia: TBWA Australia is part of the TBWA\Worldwide network, with disruption-led creative work across government and commercial clients. Comparable as a large incumbent network competitor for major Australian brand and government briefs.
• McCann Australia: McCann Australia is part of the global McCann network with extensive government, social marketing and behaviour-change credentials (including Truth campaigns). Comparable as a large incumbent offering overlapping behaviour-change and government services.
• Ogilvy Australia: Ogilvy Australia is the local arm of the global Ogilvy network, with established public-sector, brand strategy and behaviour-change practices. Comparable as a broader incumbent offering integrated brand and behaviour-change capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thebrandpool
• LinkedInlinkedin.com/company/the-brand-pool
• Instagraminstagram.com/thebrandpool

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Brand Pool