TBWA Sydney backs new fashion & lifestyle agency Fabric

By Paige Murphy | 24 July 2019
Gemma Rees and Keenan Motto

TBWA Sydney has backed the launch of a new fashion and lifestyle design-led agency Fabric.

The new creative agency has opened its doors with five founding clients: Sheridan, M.J. Bale, Helen Kaminski, Jurlique and General Pants.

“We want to create brand experiences smart and creative enough to become part of the fabric of today’s culture,” Fabric managing partner Gemma Rees says.

Rees and creative partner Keenan Motto are the founders of the new Pyrmont based agency.

Rees has been promoted to lead Fabric after five years at TBWA running the David Jones account.

Keenan has joined Fabric from a career working within some of Australia’s most respected design studios including TBWA and Maud.

"Importantly these experiences need to be guided by long term brand platforms," Motto says.

"Fabric’s ability to tap into the strategic planning and content production teams at TBWA will immediately set us apart from our competitors."

Australian natural skincare brand Jurlique appointed Fabric following a three-way pitch.

The agency has been tasked with growing the Jurlique brand in Australia and across its key markets globally.

Fashion retailer General Pants has appointed Fabric as its new creative agency to elevate the brand within the "ever-evolving" retail landscape.

"I’m excited about our partnership with Fabric and the work we have begun to create together," General Pants Co CEO Sacha Laing says.

"I’m confident that their strategic smarts and rigour will help us untap and translate our consumer insights into powerful and engaging messaging for our brand as we move forward."

Paul Bradbury, CEO TBWA Australia and New Zealand, added: "Gemma and Keenan are a duo to watch. They are smart, passionate and forward thinking. Fabric is off to a very fast start and with very good reason."

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