Former Clemenger BBDO creatives launch Nation in Adelaide

The new business, named Nation, aims to offer an alternative to the traditional agency model, one that Knagge hopes will please both clients and staff alike. "We want to take the learnings that we've had from our years [more than 10 each] at Clemenger; keep what is good and change what clients dislike," he told Campaign.

This will include a more "collective" approach, with greater contact between clients and the creative staff closest to their projects. "[We are] a collective of strategic, creative and production people with a simpler structure [that] allows a more responsive, more cost effective alternative for clients,” a press release announcing the launch said.

Knagge says Adelaide is a "cluttered" market, but one that he hopes Nation's new approach will be able to shine in. “In this era of customer service it is essential to develop a culture that delivers the highest levels of client service across the entire organisation.”

The team opened doors on 23 January and is now seeking both clients and staff to realise that potential. “We’re obviously keen to talk to anyone looking for a genuine alternative to what’s currently on offer,” said Knagge.