Published on: November 4, 2026
Independent creative agency Hopeful Monsters has been appointed by Who Gives A Crap following a competitive pitch, securing the brand’s creative business.
The agency will partner with Who Gives A Crap’s internal creative team to develop brand campaigns. It will also work on an ongoing retainer aimed at sparking cultural conversations and strengthening the brand’s presence.
The appointment follows the brand’s most recent campaign, which was developed entirely by its in-house creative team. Before that, 72andSunny had managed the creative account since 2022.
Paul Connell, recently appointed General Manager Australia at Who Gives A Crap, said: “The team at Hopeful Monsters has that dangerous mix of logic and magic. They instantly got our brand and impressed us with their cultural strategy and creative thinking. As we embark on this next chapter, focused on having an even bigger impact and making as many bums as heroic as possible, we’re excited to work with an agency that knows how to find those cultural tensions that help us cut through in real and ridiculous ways.”
“We talk about working with brands on a mission to grow or disrupt categories and few have a better story to tell than Who Gives A Crap. They’re a dream brand for us – a challenger that refuses to play by the rules and exists to solve a real problem in people’s lives. We’re already deep into some brilliant work together, and having a lot of fun along the way,” added Katie Barclay, CEO of Hopeful Monsters.
The pitch was managed by consultancy Hustle. Its founder, Ed Womersley, said: “Who Gives A Crap isn’t a brand that needs another traditional agency. They wanted a partner that could match their challenger mindset, think creatively and build genuine cultural relevance. We worked closely with their team to assess the market and find the right fit, and Hopeful Monsters stood out for their ability to bring earned, creativity and culture together. It’s exactly the kind of partnership we love helping to create at Hustle.”
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