After five years operating successfully in the Kiwi market, TBWA\'s consumer PR and experiential agency Eleven PR is opening its doors in Sydney, with Rob Lowe, former senior account director at One Green Bean in Sydney, enlisted to lead the charge. Eleven certainly isn't the first Kiwi PR agency to dip its toes in Aussie waters: Pead PR, the PR Shop and Acumen Republic have each opened offices in Australia in an effort to service their Australasian clients. Eleven PR, which was established in 2006 in Auckland, already represents Sony PlayStation, Pernod Ricard and Logitech in New Zealand and its cornerstone client in Sydney is IAG's Direct Insurance brands—NRMA Insurance, SGIO and SGIC (Whybin\TBWA, which used other PR companies before this inter-network development was announced, was awarded the advertising contract in late 2010, and an integrated solution was required to deliver the complete campaign).
"With the growth of Whybin\TBWA in Australia, it was natural to extend our experiential public relations offering across the Tasman as a first step in our ambitious expansion plans for the region," says Kelly Bennett, founding director of Eleven PR and, more recently, regular trans-Tasman traveller. "And we're really excited about having attracted a professional of Rob Lowe's calibre to lead the business."
Lowe has been leading the entertainment division of One Green Bean over the past three years and started his public relations career in 2000 at Freud Communications in London, before moving to Australia in 2006 to lead the PlayStation and Fosters PR teams at Hausmann Communications.
"Having the ability to work so closely with the planning and creative departments within Whybin\TBWA is an amazing opportunity," says Lowe. "PR is too often thought of in silo and by working closely with the relevant disciplines throughout the group I'm confident we can offer clients something different—and more compelling—than most other PR companies: strategic campaigns that work across a range of media channels and 'earn' media for bands and businesses, rather than just fight for editorial inclusions."
The recent affiliation of Eleven with Omnicom sister agency Fleishman-Hillard will now extend to Sydney and the office will be co-located with Whybin\TBWA in Sydney.
"The arrival of Eleven PR in Sydney, led by Rob, comes hot on the heels of the launch of The Integer Group across Asia Pacific two weeks ago. It continues our vision for creating best-of-breed specialist agencies within the Whybin\TBWA group that are distinctive yet complementary, and powerful when combined," said Paul Bradbury, chief executive of Whybin\TBWA.