Brisbane-based creative agency Khemistry has re-entered the market as an independent entity following the liquidation of its former parent company, GrowthOps. The agency, known for its impactful behaviour change campaigns, had been part of GrowthOps for seven years before the parent company's insolvency led to its closure earlier this month.

An agreement in principle has been reached for the purchase of the Khemistry name and assets by Andrew Welstead, founder of Flip and Antero. Welstead has recruited key former staff of Khemistry, including Kelly Brightwell, who has been appointed as Managing Director, while Welstead himself will serve as Director.

"I’ve always had enormous respect for the Khemistry team. Like many in the industry, I was stunned by the news of their closure," said Welstead. "But after sitting down with Kelly and the team to hear the story, it became clear this was purely collateral damage from the collapse of their parent company. That didn’t sit right with me, so I stepped in."

Khemistry has built a reputation over the past 15 years for its work with not-for-profits, government agencies, and Australian brands, leveraging behavioural science and creativity to address client challenges. The agency's return has been welcomed by its former clients, partners, and original founders, Andy Fyffe and Ashton Ward.

"It was heartbreaking to see the impact of the closure on our team, our clients and our suppliers. In the days after, there was a real restlessness in the local industry - a sense of loss. Not just for the unique work that Khemistry created but for the group of people who come together to create it," said Kelly Brightwell. "Thanks to Andrew, now as an independent agency, we’ve been able to hire many of our original team and get back to what we do best - using behavioural science and creativity to solve our client’s problems."

Brent Liebenberg, a member of the Khemistry team, said: "New agencies, new teams, new client relationships all take time to hit their stride. We don’t have that problem - this group of people have been so deep in the trenches together that we basically finish each other’s sentences. There’s so much talent and experience here, and I can’t overstate how great it is to continue working together."

Fyffe, one of Khemistry's original founders, said: "We’re thrilled to see Khemistry’s core talent seamlessly reunited to continue delivering next-level thinking and groundbreaking work. Independent agencies like Khemistry are vital for a thriving Queensland brand ecosystem, and this team is simply best-in-class."

"Having spent most of my career client side, I’ve experienced first hand the huge pressure marketers are under to justify their creative investment and demonstrate the impact of their work. Being a nimble independent agency with a genuine focus on creative effectiveness doesn’t just position Khemistry for success, it makes us a better partner for our clients," added Brightwell.

"The past five years have been brutal for many, but Brisbane’s creative, production and agency talent is world-class. We’re not just capable - we’re competitive on a global stage. It’s time we stood together, backed ourselves and reminded the industry exactly what we bring to the table," said Welstead.