The Works will open a Melbourne office this year fuelled by a series of wins secured by parent company RXP and the Sydney-based agency.
The news follows ongoing collaboration between the two businesses since RXP acquired The Works in August last year.
The announcement was made yesterday at the launch of RXP's Sydney Experience Hub, which was designed to foster co-creation and increased collaboration with clients.
Speaking to AdNews at the event, Pincus said the agency is still considering who will run the Melbourne office, whether that be one of the existing founders or a new management team.
Pincus remained tight lipped on what clients the pair had won together, but AdNews understands RXP's credentials played a role in retaining the Optus account earlier this year.
Pincus previously hinted to AdNews a Melbourne office was on the cards. He said the agency has considered opening a Melbourne office many times but the timing has never been quite right.
"It is a hugely important market and now with the backing of RXP, which is headquartered there, the opportunities for us are significantly increased," he says.
"Our staff have been travelling to Melbourne regularly and that will continue as we build our presence on a more permanent basis.”
Pincus said that RXP's offering has allowed The Works to expand its credentials on existing clients.
“The integration of The Works is progressing very well and since coming together we’ve secured a number of opportunities to bring their strategic creativity, brand, CX and digital expertise to our existing clients, as well as working with our team to provide digital transformation services to new clients," RXP CEO Ross Fielding says.
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