Maybury hired to launch GPY&R Brisbane’s experiential unit
George Patterson Y&R Brisbane has started an experiential marketing division to manage sales promotions, event management, sponsorship, branded field activation and sampling.
The unit is being headed by John Maybury to and will work with all GPY&R clients on experiential marketing.
GPY&R Brisbane managing director Phil McDonald said: “Experiential marketing has been on our radar for a while now. The traditionally separate worlds of it, direct marketing, digital and interactive, mobile marketing and mainstream media are morphing into one and the engineer of that is none other than the Australian consumer.
“We’ve got to get ahead of that and invest in new talent fast. The rapid growth in our interactive business in the last 12 months makes the move into a experiential marketing a natural progression and mobile marketing is next”.
He added: “By the nature of our client list we probably interact with more Queensland consumers, via more brands than most agencies, so it makes perfect sense to build on our channel planning capabilities by developing experiential marketing skill sets within GPY&R Brisbane”.
Maybury joins from specialist experiential marketing companies Precinct 6 and Smart Services and from running his own event marketing business. He has ten years experience in the field and has worked on centre openings for Westfield, the launch of Hutchison 3 and McDonalds deli-choices in Australia and the Pepsi challenge activation campaign.
Maybury said; “I’ve been looking for a while to move into a creative agency with the profile of GPY&R Brisbane. I wanted to get closer to the development of brand ideas and the creative process because the problem with a lot of experiential marketing activation is that it doesn’t maintain creative or brand integrity”
He started at the agency this week and will begin starting assembling a team.
