In the middle of this year, Jaimes Leggett found three partners to create a new Sydney agency, Today the Brave. The agency is asserting its existence today with a press campaign that proclaims, Today is a good day to be brave. The four founding partners are Leggett; business partner, Celia Wallace, and creative partners, Jade Manning and Vince Osmond.

Leggett stepped down from his role as group chief executive officer at M&C Saatchi in April 2020 after seven years, many of them glorious for the agency. Prior to joining M&C in 2010, he had been managing director at Ogilvy London for three years and managing director of Grand Union in London for five.

The new independent creative agency is founded on the principle that brave work grows brands – through not only ambition, but action, and a simple formula, combining beautifully simple strategies and world-class creativity. It intends to help clients to take brave action.

The agency has already worked with clients, University of Sydney, AMP North, News Corp, Hoyts and Mercury Capital.

“Today the Brave is the coming together of two defining philosophies and a collective of very driven people, creating an agency that will see some of the best talent in the industry partnering with clients on their growth journey,” Leggett stated.             

“In the right hands, bravery can do incredible things. It can punch above its weight, catch you off guard, tell better stories, and drive growth in meaningful ways”.

Celia Wallace, added, “We’ve established this business to bring together a diverse range of talent, curating an environment brimming with creativity and chemistry. Our business is underpinned by a shared passion to deliver exceptional work. As we continue to grow, our energy and enthusiasm will be a catalyst for action.”

The agency’s creative leaders, Jade Manning and Vince Osmond, have been a creative duo since 2009. They were at Special Group Sydney most recently and DDB Sydney and TBWA\ Hunt\ Lascaris in South Africa prior to this.

“It’s been a life-long dream to be a part of growing something really unique from the ground up. We want to see Today the Brave become a beacon, not only for creativity and innovation, but for talent and clients to feel confident in finding new ways of winning,” Vince Osmond commented.

Jade Manning added, “The ethos of action and bravery leads to incredibly exciting stuff. Simply planning to be brave isn’t brave enough. Today the Brave is a stake in the ground. It is a commitment to helping our clients do great things through definitive action.”

Today the Brave has engaged Ethan Hsu as head of design, responsible for managing the agency’s team of designers. He has built and led awarded teams across a range of industries at R/GA, Landor & Fitch and Wunderman Thompson, and has already demonstrated his passion for the ability for design to transform businesses and culture across the agency’s visual design output.