Magictrik launch announcement

SLIK launches Magictrik, an agency-led inhousing shop, building the bionic agency model for client-side creative studios

New inhousing and tooling business helps brands stand up their own creative studios, combining the best of human craft with the best of machine. That’s where Magictrik focuses,, while SLIK doubles down on the high craft, high risk work that cannot be automated.

‍SYDNEY, 10 September 2026 Australian creative and innovation agency SLIK today announced the launch of Magictrik, a dedicated inhousing and tooling business that designs and builds client-side creative studios. Magictrik brings SLIK's creative, transformation and emerging technology expertise to the operational side of marketing, helping brands build owned creative capability that pairs skilled in-house teams with GenAI workflows, automation and integrated tooling.

The launch formalises what SLIK calls the bionic agency model: the best of human, the best of machine, and a clear eyed view of which work belongs where. Under the model, high volume, low risk, creative is best produced close to the brand, inside a well built studio with the right systems around it. Complex, high stakes, craft led work stays with SLIK, where deep specialism, judgement and originality are extremely important.

Magictrik covers the full build: assessing which workflows are commercially viable to bring in house and which are not, advising on team structure and hiring, standing up workflows, training and system integrations with existing project management tools, establishing creative templating, setting up skills, agents and creative studio memory and running quality assurance and hypercare once the studio goes live.

The proposition is deliberately additive for in-house teams, also supporting clients with hiring. Magictrik is designed to expand what a client-side studio can credibly take on, giving internal creatives better tools, clearer systems and a broader remit, and freeing them from the low value repetition that has historically limited the scope of in house work.

"The agencies that survive this era will be the ones honest enough to tell clients what they should be doing themselves. Magictrik is us being that honest, and then rolling our sleeves up and building it with our client partners. We believe in-housing is best supported by agencies who understand creative delivery end-to-end. We have spent 13 years alongside Qantas, and years with Everyday Rewards and other iconic Australian brands for who we collectively deliver over 100 campaigns each year. Bionic means the best of human and the best of machine, working together. For brands, that is a studio that can do far more than it could last year. For our own people, it means we get to spend more of our time on the hard, ambiguous, high risk problems that no model can solve on its own, which is the work most of us came here to do." 

Kim Verbrugghe, Managing Director at SLIK

SLIK's own positioning sharpens as a result. The agency will concentrate on complex brand and campaign work, activations, emerging technology application, and the high risk creative challenges where the cost of getting it wrong is significant. Magictrik operates as a distinct capability alongside that offer, with clients able to engage either or both.

Magictrik is available to clients nationally from today. Magic Trik | Creative in-housing, tooling and workflow set-up