Bring, the creative agency launched by Universal Music last year, has upped its creative firepower with the hire of James ‘Griff’ Griffiths from Ideaworks as creative director.
Griff was also previously at Iris Sydney and has worked across brands including Myer, Adidas and Chang Beer.
Bring was set up by the music label in partnership with Host and One Green Bean as a way of fusing its access to global music talent with innovative creative ideas and brands. It works across live events, paid, owned and earned media and strategy for artists such as Lorde.
You can catch Bring managing director Roddy Campbell speaking at the AdNews Media + Marketing Summit in Melbourne on the panel discussing the changing face of agencies. He’ll discuss the agency’s model, where it's working and what challenges it's come up against.
The Melbourne event is 2 August at the Australian Centre for the Moving Image. Tickets are on sale now.
It recently was responsible for the Lorde Live show on Cockatoo Island for Optus and a series of interactive music events for Lion’s recently launched flavoured beer brand Roam, with artist Tkay Maidza.
Griffith says: “We’re lucky to have access to some of the greatest artists in the world and if we can bring their creativity together with true innovation, we can really differentiate ourselves in the market by offering brands new ways in which to emotionally connect with their fans.”
Campbell, formerly the marketing director at Universal Music, is now managing director of new business for Universal Music Australia and New Zealand, as well as running Bring.
He says: “It’s an exciting lane within the marketing sector to be working within as more brands look to tap into the unrivalled passion for music and try new things, creating ownable events and content platforms as opposed to the traditional sponsorship approach.”
The agency has been staffing up and recently hired former Bauer exec Ellie Porch as account director.
The Melbourne Media + Marketing Summit is 2 August at the Australian Centre for the Moving Image. Tickets are on sale now.
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