Hopeful Monsters Named Who Gives A Crap Creative Agency

The independent creative company won the account after a competitive pitch managed by Hustle.

Updated on Nov. 3, 2026 in Advertising

Photograph of a plain roll of pale paper tissue on a sunlit timber surface beside a concrete wall, in warm late-afternoon light. — Who Gives A Crap has appointed independent agency Hopeful Monsters as its creative partner after a competitive pitch managed by Hustle. AI Illustration. Upload story photo >

Who Gives A Crap has appointed Hopeful Monsters as its creative agency following a competitive pitch. The independent company will work with the brand's in-house creative team on campaigns under an ongoing retainer.

Why it matters

The appointment follows the recent hiring of Paul Connell as General Manager Australia at Who Gives A Crap, signalling a renewed focus on its marketing in the Australian market. It also adds to a run of new business wins for Hopeful Monsters.

Hopeful Monsters has been a global partner of Converse for ten years and counts NFL, Adobe, Resmed and Club Med among its clients. The financial value of the new retainer with Who Gives A Crap has not been disclosed.

The players

Who Gives A Crap

A consumer brand known for its toilet paper and social mission, which has appointed a new creative agency for its campaigns.

Hopeful Monsters

An independent creative company with a growing client portfolio that includes Converse, NFL and Adobe.

Paul Connell

The recently appointed General Manager Australia at Who Gives A Crap, overseeing the brand's Australian operations.

The details

Hopeful Monsters was chosen through a competitive pitch managed by Hustle and will work closely with Who Gives A Crap's in-house creative team. The agency's ongoing retainer will focus on driving cultural conversations around the brand.

3 November 2026: Appointment of Hopeful Monsters announced.

Market Landscape

Hopeful Monsters' long-term relationship with Converse, a global partnership now in its tenth year, shows the agency's model of sustained brand work. The Who Gives A Crap retainer adds a new ongoing account to a portfolio spanning sport, health and consumer brands in Australia.

For shoppers, the agency change may shape how Who Gives A Crap's products are promoted but is not expected to alter product pricing or availability. Customers can expect campaign messaging to evolve over the coming months as the new retainer takes effect.

The takeaway

Brands that bring in an independent agency with a long-term partnership record, as Who Gives A Crap has, often aim to build cultural conversation rather than one-off campaigns. Readers following the brand should watch for the first joint campaigns from the new creative team.