STW-owned media agency Ikon Communications has launched a new division called Brand Friends Forever, which connects “like-minded brands” across media, sponsorship and experiential.
The BFF division will be led by brand relationship director Samantha Preston, who was moved into the position from the role of communications director, working on the Westfield account.
She has a team of three reporting to her.
Preston told AdNews that most of the agency's clients are already working with the new unit.
Ikon national chief executive Dan Johns said: “Historically Ikon has had great success with identification and facilitation of new brand and media friendships, such as the launch of CommBank’s 'Comes with music' debit card, an innovative product partnership between CommBank and Sony Music.
“We found that clients were becoming more interested in working with like-minded brands in this way, so in true Ikon fashion we worked hard to develop a specific solution and dedicated resource to meet this need. We are especially pleased to be able to offer the opportunity to run this new venture to one of our own; Sam has been an exceptional and loyal talent at Ikon for the past six years, this opportunity rewards her for that commitment.”
The division will work across three areas: brand to brand, brand to media and brand to consumer.
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