Creatively Wired


Two creative blokes, one van.

This is where Creatively Wired started. The thinking was simple, to create a nimble, agile agency free of the archaic inefficient layers of process getting in the way of good thinking and brilliant ROI.

Could it be as simple as a creative person jumping in a van, driving to the client’s office and listening (properly listening) to the client’s business issue, and then driving to where the clients’ customers are to listen to what they had to say?

Given The Works is now Australia’s Independent Agency of the year, it appears so.

The van was written off on the way to the agency Christmas party.

[ No one was injured. ]




The spirit of the van is alive and well.

The Works unique strategic tools, Leaky Buckets, Datafication, and Conversation Hierarchy allow the creative thinkers to be wired into the habits, trends and behaviours of any given audience.

Creative output is more meaningful, more results driven and more … well, creative.

Our key people

adam donnelley

head of strategy

Adam is an integrated strategic marketer with over 15 years experience gained locally and internationally. Prior to joining The Works, Adam served as Managing Partner at DDB running their largest piece of business, Telstra. Adam also recently lived and worked in the US, serving as the Executive Vice President, Strategy for MRM/McCann responsible for both New York and
Princeton offices.
During his time in the US he also served as EVP global lead for General Motors helping establish what has become a 300+ strong office in Detroit.

Adam has presented at numerous industry events including the NY Festival, Mobile Upfront, DMA & IAB and is currently on the board for the Australian chapter of the International Advertising Association (IAA).

damian pincus

creative partner/co-founder

Damian has been in advertising for 23 years, has worked across markets in Asia, USA, Europe and Australia.

He is the founding partner of The Works, one of Australia’s most ambitious and largest independent agencies and is a leading integrated creative. He holds the position of Global Creative Director on Jim Beam and is responsible for the award winning launch of the global campaign – Make History. He has worked across multiple categories and brands: MTV, Skoda, Top Gear, Playstation, BBC Worldwide, Cadbury, SAP to major global experiential platforms for Tiger Beer and Heineken.

He believes that a brand is more than a product, more than a logo and more than a tone of voice. A brand has a life of its own, it’s part of something bigger. And it has a story. The best form of marketing and the most memorable branding tells this story. Brands that stand for something beyond the product they offer, engage and resonate with people, if you get this right it will give you an unfair advantage.

douglas nicol


Douglas started life in Dublin’s direct marketing industry in 1989 – an environment which teaches you how to get response and what creates a profitable sale. Douglas then travelled to Australia and set up the first in-house direct marketing team at George Patterson. The national team grew to over 70 in just seven years and Douglas was named Australian Direct Marketer of the Year.

Douglas is now a Partner at The Works where he continues to apply his creative and strategic analytical brain to Woolworths Everyday Rewards, and ACT Tourism among others.

After stepping down as the Chair of ADMA, Douglas has spent much of the past three years leading the team on a Works’ initiative called Datafication. A co-creation project with UTS, this popular 5-year programme produces the only Australia specific evidence to inform marketers how their customers are interacting with social media.

kevin macmillan

creative partner/co-founder

Kevin started his career as a creative direct marketer in London in 1991. After time at Proximity working with VW, Thomas Cook and the AA, Kevin took up a job in Sydney with George Patts where he helped launch Optus.

Returning to London two years later, Kevin headed up Creative Integration at Banks Hoggins O’Shea winning awards for Waitrose Supermarket and EA Games amongst others. Finally settling in Australia in 2000 to run the Hewlett Packard business, Kevin has worked in every sector across many well-known brands. As an entrepreneurial creative his favourite agency he’s ever worked in is the one he founded; The Works.

paddy morahan

general manager

A graphic designer in his younger days, even The Works’ General Manager has a background in creativity. 15 years ago, Paddy found himself at Bartle Bogle Hegarty in London in the role of project manager. After six years of being part of an award winning team working on Levi’s and Lynx (Axe), Paddy moved to the New York Hotshop, Mad Dogs and Englishmen. After four years Paddy landed on Australian shores and into a senior management position at M&C Saatchi, helping to win and bed down accounts including Woolworths, NRMA and Optus.

Most recently Paddy was Director of Operations for Host Sydney. At The Works, Paddy drives and implements the agency’s business objectives as well as overseeing the operational aspects of the company.

paul swann

creative partner

In the early part of his career Paul plied his trade in the world of media before evolving into a more hybrid role – combining media channel planning and creative thinking. Before joining The Works, Paul was Managing Partner at Naked Sydney, leading the Ideas Team in Australia. Under his stewardship Naked produced some highly provocative and effective work for clients such as Rexona, National Gallery of Australia, T.A.C and MINI.

With a particular passion for film, social video and NPD innovation, Paul has struck gold at many local and international festivals including Cannes, Clio, Spikes, EFFIES and ADMA.

Dave Flanagan

Head of Digital Solutions

Managing people and projects, Dave bridges the gap between creative, technology and project management.

Prior to joining The Works, Dave held the Head of Digital Production role at Clemenger BBDO Sydney, creating work for clients such as Mars Foods, Pepsi, Procter & Gamble, Skittles, Toshiba, Virgin Australia and Visa to name a few.

During his career, Dave has delivered a number of award winning digital campaigns with recognition at Cannes Lions, New York Festivals, AIMIA, Effies, Spikes Asia and D&AD awards.

Before making the move to Australia’s warmer shores, Dave spent many years working in Dublin, London and Malta. During this time, he cut his teeth working both agency and client side for a number of successful companies including CHI&Partners London, and the MTG Group Malta.

Jasmine Lansdell

People and Culture Director

Jasmine started her career in recruitment and retail operations, before finding her passion for People and Culture while working for UK retail giant Arcadia Group. After 5 years in the UK fashion game, she decided to test the water on Australian shores and landed a role with Australian retailer David Jones. Her transition into the creative industry came with her previous role managing People and Culture across Deepend Group, an independent Digital and Communications Agency Group.

Jasmine’s motivation is to put employee experience at the top of the HR agenda, ensuring that every employee's career journey is something to remember (for all the right reasons). At The Works, she drives our talent, development, culture and employee engagement strategies - which have helped us attract some of the best talent in the industry and be known as a great place to work!

Tom Harber

Head of Project Management

Tom started out life working for RedBull developing brand experience programs across the UK and Europe. After working with agencies and seeing the power of creativity, Tom quickly moved agency side to begin his career in Project Management. He then spent many years leading effective, award winning campaigns for brands including Coca-cola, Nestle, Diageo, AXA and Vogels.

Fed up with the cold Atlantic seas, Tom packed his surfboard and 3 years ago, moved down under to join The Works. Since then, Tom has been responsible for the Jim Beam Global account and more recently leads the Optus team. As our Head of Project Management, Tom is focussed on fostering strong partnerships and delivering excellence for our clients businesses.

How does The Works work?

Our family.