Former Droga5, Monkeys and Clemenger leaders launch Princess

Four senior creative alum have teamed up to launch, Princess, a creative company that aims to help brands break into new categories or redefine existing ones to find growth opportunities.

The company was founded by creative partners Beth O’Brien, Sam Dickson, and Cameron Bell, alongside Managing Director Jonny Berger.

Each bring previous agency experience from Droga5 New York, The Monkeys, CHEP Network, Clemenger BBDO, Colenso, R/GA and M&C Saatchi.

Dickson said: “The common thread in all the work we loved making – for its originality, emotion and effectiveness – is that it broke the category it lived in.

“To us, that’s the key. Difference is the only way forward. If you stick to that, you create work that makes everything else feel out of date.”

The creative team has worked with Australian and international brands including Tourism Australia, Samsung, NRMA, Telstra, SBS, CUB/Asahi, DB Export and Tate Galleries.

The team's work has been recognised with awards such as a Dan Wieden Titanium Grand Prix, Global Grand Effie, Black Pencil and multiple Grand Prix honours.

Berger said: "With three creative founders, we’re able to provide our clients with brilliant creativity and groundbreaking work, at speed."

O’Brien said: “Calling ourselves a creative company isn't just semantics. We've chosen it because we work in any format, any medium, any space the creative solution needs.

"From a film to a product to something the world’s never seen before," she added.

Princess is launching with a structure of three creative founders, differing from the traditional creative agency model.

The company begins with several foundation clients, including superannuation fund MLC.

Top image: Jonny Berger, Beth O’Brien, Sam Dickson and Cameron Bell

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