Brand Partnerships Agency Lacuna Launch With Holden As First Client

Brand Partnerships Agency Lacuna Launch With Holden As First Client
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Natalie Kean (left in photo) and Alex Wright (right) today formally announced the launch of their first independent venture, Lacuna, a specialist agency offering brand partnerships, talent management, and content creation.

Kean, who concluded a thirteen year tenure at Carat in 2017, most recently as Melbourne’s head of partnerships, will launch the agency with GM Holden as a founding client. Lacuna will service Holden through the brand’s main agency, Carat.

Natalie Davey, general manager, marketing & digital communications at GM Holden, said they are thrilled to be on board.

“Partnerships are at the core of our media strategy. We recognise the changing consumer relationships with brands and we want to ensure we are contextual and relevant to our audiences.”

Lacuna is the Spanish word for ‘blank space’, something Kean believes the agency will remedy in the Australian market for partnership specialism.

“There’s a lot of great alignments between brands and various properties out there already. Where Lacuna comes in is elevating those partnerships to the next level, leveraging opportunities beyond what’s standard and delivering greater value back to our clients,” Kean said.

“Partnerships don’t stop at a great idea. It’s all facets of the campaign, from how it’s negotiated and implemented, to how it’s analysed.”

Kean, an industry veteran with over 20 years’ experience, is joined by co-founder, Alex Wright. Wright has previously worked both client and agency side managing marketing and brand partnerships across FMCG, insurance, beauty, and auto.

Lacuna will initially be headquartered in Melbourne.

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