Whybin TBWA Tequila has hired the creative team from boutique agency Southpaw to work at the agency.
Southpaw co-founders Peter Galmes and John McKelvey have joined Whybin as creative group heads, along with Southpaw copywriter James Ross-Edwardsa as copywriter.
The move sees Galmes and McKelvey return to the agency after six years. They previously worked with current executive creative directors Matty Burton and Dave Bowman at Whybin Lawrence TBWA.
The creative and digital agency has previously produced campaigns including Tooheys Beer Economy, the Cadbury Round YouTube video and the Toyota Hybrid Synergy TV ad.
Whybin TBWA Tequila executive creative director Matty Burton told AdNews that the agency was not buying Southpaw, but instead hiring the staff on a full-time basis: "Southpaw are a creative collective, who have now joined the creative ranks of Whybin TBW Tequila."
Burton said the pair has been working under the radar at the agency since earlier in the year, and that they have been working largely on bridging the gap between digital and above-the-line. The pair have also been working on the RaboDirect account.
Galmes said of his appointment: "Southpaw has always been engaged to deliver big ideas and integrate them digitally. To have the backing of Whybin TBWA Tequila gives us the unique opportunity to really push that concept as far as we can. We believe this can be the best environment for us to do it right now."
Whybin has been beefing up its creative department since last year, when the agency hired Saatchi & Saatchi creative director Dave Bowman and Droga5 creative director Matty Burton as joint executive creative directors. In March, Whybin also appointed M&C Saatchi and Mark creative director Gavin McLeod as creative director.
The agency has also recently launched a shopper marketing arm called Integer Australia, as well as a PR division called Eleven PR.
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