Co-founder Brendan Collogan said the industry is stalling, while agencies and consultants cling to outdated models. He rejects defaulting to advertising, instead focusing on the right lever across the organisation

LBB> Tell us a bit about Three Are One -- when did you form and why?

Brendan Collogan> We came together in August 2025 because we saw the same problem from different angles and decided to fix it.

Personally, I moved from client side to agency side for three reasons:

1. Pure lunacy

2. Two decades of lived experience working with agencies and consultancies

3. To make an impact in an industry that is overdue for a correction.

After a long time in senior roles on the client side, one thing became increasingly clear: the agency and consulting models are not suited to the modern era, and when any market drifts this far off balance, a reset is inevitable.

I’m here for the reset.

Currently, agencies are built around what they sell rather than what clients need. And what clients need is growth. I wanted to build something different that starts with growth and works backwards. A business designed around activating the client’s drivers of growth, not a predefined set of services. We don’t default to advertising. We focus on the right lever, wherever it sits across the organisation.

At Three Are One, creativity, innovation, and strategy aren’t necessarily separate offerings; they are best as a single system. Because that’s how growth happens, so that’s how we’re built. Three distinct powers, one singular result.

LBB> What’s the story behind your name?

Brendan Collogan: Three Are One is based on the belief that creativity, innovation, and strategy are part of a single growth system. Campaigns fade, systems endure.

LBB> Give us a fun fact about your company.

Brendan Collogan: You're asking the wrong founder here… Stu Turner is the fun-facts specialist.

You may notice the company branding references nature. That’s one thing all the founders have in common -- a love of nature. I’m personally fascinated by it. I’ll go from (my current age) to five years old in a second, brought on by seeing some animal or plant. I watch documentaries relentlessly. My kids hate it.

LBB> What are your strongest opinions about your industry?

Brendan Collogan> I’m naturally an optimist. I believe there’s always a path to growth, but you can’t find it in a vacuum. You need an objective partner who knows which lever to pull.
Unfortunately, the industry is stalling. Most agencies and consultants are clinging to outdated models and protecting revenue that will inevitably disappear. At the same time, their focus drifts further away from the client’s needs.

Don't even get me started on awards.

LBB> What are you proudest of as a company?

Brendan Collogan> Australia is the best country in the world. It’s home, always will be, but it’s not our limit.

We set out to build something that’s globally relevant. We're developing capabilities in the US, Europe, the Middle East, Southeast Asia, and soon, India.

And we’ve done that without losing focus at home, with strong partnerships across Australia, from large corporations to exciting, ambitious scale-ups.

I’m also very proud of the team. We come from quite different backgrounds, but we have fun and are perfectly aligned on life’s priorities.

LBB> What are some upcoming projects our readers should keep an eye on?

Brendan Collogan> I’m very excited about a number of programs and capabilities we’re developing with clients.

The global program we are developing with Google, focusing on AI-enablement, is expected to expand. This focuses on enabling AI, not selling it. AI will be the driving force behind so much change, and organisations should focus on developing enduring internal capabilities.

We also have creative opportunities in the pipeline that will see Stu re-enter the conversation with a bang! Our creativity capability delivers campaigns, but that’s not the focus. Creativity should be a company asset, not an operational cost. I’m looking forward to illustrating our point of view on the difference.

LBB> Where can we check out Three Are One online?

​Brendan Collogan> We are at threeareone.com, but you can also follow us on LinkedIn.

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