Digital agency Ginger opens in Melbourne

By By Helen Hull | 29 November 2010
 
Ginger brand director Christie Williamson.

Ginger, a digital agency backed by creative agency Marmalade, has opened its doors in Melbourne, led by former Radar DDB digital specialist Christie Williamson.

Williamson, previously director of community engagement at Radar DDB in Canada, will head the team which will initially work with Marmalade executive creative director Neil Mallet.

Marmalade managing partner Victor Maree told AdNews that Ginger will aim to win its own clients, instead of relying on work from existing Marmalade clients.

"It is a very exciting addition - Marmalade is the mothership. When we say digital - it is social media to a large extent. Ginger will implement ideas in a non-traditional space.

"We are currently using freelances but in time we see Ginger having their own creative resource. Teams made up of four groups – brand strategist, creative, producer and bowerbirds who collect information on the space and keep blogs and tweets updated"

Williamson said: "Like the Bowerbird, Ginger brings together the brightest and best from surprisingly different places. We believe it's really important to have our finger on the global pulse in order to stay ahead of the curve for our clients.

"So all our Bowerbirds dedicate a period of each day to seeking out emerging trends, exploring new technology and finding new ways to communicate in the digital space. Far more than a digital innovator or social media “buzz” generator, Ginger is a change maker. There’s still plenty of room for Ginger to make a real difference in how people connect with brands in this era of profound global change."

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus