Ant Keogh, Paul McMillan, and Michael Derepas, formerly of The Monkeys Melbourne, have launched an independent agency named 'Kerfuffle'. The agency is headquartered in Flinders Lane, Melbourne.

The founders bring a wealth of experience from their previous roles at The Monkeys Melbourne, BBDO Melbourne, and George Patts. The team at Kerfuffle includes Group Account Director Jessie Roper, Senior Copywriter Carly Dallwitz, Senior Producer Ilona Phyland, and Creative Partners Josh Stephens and George Freckleton.

Kerfuffle aims to place creativity at the centre of its operations. Keogh stated, "At Kerfuffle, we are unashamedly about creativity. At a time where the industry is under threat from all angles, we are doubling down on what creativity can do for business and aim to be a safe haven for the best creative minds in the country. In the great battle for attention, creativity wins."

The founders have worked with a diverse array of brands, including Carlton Draught, Corona, Great Northern, Pure Blonde, Victoria Bitter, Dare Iced Coffee, Farmer's Union, BigM, Snickers, Mars, Mars Pet, Cadbury, Bega, Lion, BCF, RebelSport, Target, Macpac, Remedy Drinks, Yoplait, AHM, iSelect, Bupa, NAB, Coles, Target, Telstra, General Motors, Supercheap Auto, Visit Victoria, Australian Defence Force, TAC, Australian Government, and Victorian Government.

Derepas added, "At the end of the day, the best strategy is only as good as the work it creates. To earn brands their precious piece of mental real estate, you need rock-solid strategic foundations. Only then, can the creatives leap further, and release big creative ideas that command actual human attention - the kind of work we want to create at Kerfuffle."

Keogh concluded, "Our clients need to make a noise, get noticed, create a commotion. Unless you do that first, everything else is academic. It comes out of that. Or maybe we just thought it sounded funny."

McMillan praised the agency as a "a small group of smart people with huge experience. Collectively we have made a lot of great work with many wonderful agencies, clients and colleagues... now it's super exciting to be backing ourselves and having a crack as an independent."