Universal Music Australia has joined forces with One Green Bean and Host to launch a creative agency designed to build “authentic content”.
The agency, Bring, is based is Sydney and will draw on the resources from both Universal and the agencies, giving brands access to talent and artists while still creating brand solutions driven by data.
The “partnerships and activations agency”, will be led by managing director Roddy Campbell, executive creative director Cameron Farrelly and One Green Bean and Host CEO and founder Anthony Freedman.
Campbell and Farrelly were both previously at Universal, with Campbell GM of business development at Universal, while Farrelly was an executive creative director at the business.
“We’re really excited about helping brands create culture rather than badging it, borrowing it, or bankrolling it behind the scenes,” says Freedman.
Bring has also developed a propriety intelligence tool called View Points which leverages Universal's data sets to help build strategic ideas for brands. Data includes consumer insights, behavioural listening and social data.
As part of its launch, Bring is holding its first 'Creative in Residence' (CIR) program which will see talent collaborating with the agency's team to respond to brand business challenges.
Upcoming CIR opportunities including Lady Gaga, Ellie Goulding, Mike Tyson and Troye Sivan.
“With Bring, we think we can deliver the best marketing solutions directly from common sources of consumer passion,” Campbell says.
“Bring's meeting of minds will allow us to create real-deal culture, valuable earned media and solutions that live in entertainment.”
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