Michael McConville has launched a new creative studio, free.studio, that aims to redefine traditional agency models by integrating a wide array of expertise, including creative, production, directing, illustration, journalistic, editorial, media, strategic, AI, tech, and innovation from around the globe.

McConville, who wrapped up two and half years as chief executive of independent agency Cummins& Partner in January, has spent close to two decades working in creative agencies. He previously spent 9 years at the UK's WCRS and Engine, and was the managing partner of London-based adam&eveDDB for five years before returning to the Australian market to join Cummins.

His new business, free.studio, operates as a creative collective with a membership component, which covers hard costs before client engagement. This approach eliminates the typical 2.2 multiplier, allowing for a more equitable distribution of client budgets.

The business model is designed to ensure talent is compensated fairly, without the majority of the client's budget being allocated to cover hard costs.

The studio is not interested in pursuing retainers or long-term contracts. Instead, it focuses on quick, simple, turnkey projects. It provides a frictionless and risk-free way of getting started, with talent being cast on projects they are ideally suited for.

Per McConville: "‘Talent and clients benefit due to better pay and lower costs. And a more frictionless, risk-free way of getting started. Talent is only cast on projects they’re perfect for, with the creative freedom that comes with not having to worry about any agenda other than the client’s goal, and the joy of making a good idea as great as it can be’."

Free.studio has a wide network of talent, including renowned creatives, Titanium winners, and Emmy Award-winning directors. The studio encourages clients to share their ideas, aiming to liberate starting points regardless of their origin.

McConville said: "‘Most importantly to me, is that this is about setting ideas free. Liberating those starting-points no matter where they come from. Clients have bloody great ideas. But speaking to as many of them as I have recently, most of them get uncomfortable sharing them with their agency partners. They’re on occasion, a bit intimidated. And that’s a real shame. The truth is, their types of ideas are normally a different shape or type than what the agency might think of themselves. We’re interested in those ideas as they often go beyond how something is expressed, and is more likely about the why, or the what, a business does. We’re interested in ideas that aren’t perfectly defined yet, but could be with some openness, the time and the collection of people to transform an idea into its ideal’."

"‘I just want to make work I care about, with people I care about. And to do that with, and for people, you need to able to look everyone in the eye and say you’ve got great people. People with great values, incredible creds, and the ability to work fantastically well together," he said. "Even from this starting point with a few clients and a strong raft of free-folk, we can see what’s possible. Now we’re making our idea real and opening up the aperture of what’s possible. And looking for more of the types of people that want to work this way and can contribute positively for clients. All anyone needs is half an idea they don’t know what to do with, or how to bring to life. Clients, creators, all your ideas are welcome. Ideas really can come from anywhere, the tricky bit is to make them real, and set them free. And that’s where we come in’."

McConville's vision for free.studio is to provide a platform where ideas can be transformed into reality, with a focus on collaboration and innovation.