Authentic Entertainment Launches Industry-First Full Service Creative Division

Authentic Entertainment Launches Industry-First Full Service Creative Division

Authentic Entertainment has announced the launch of a major new creative division which will spearhead growth in the company’s creative services for its brands and across its client portfolio.

Adam Freedman
Posted by Adam Freedman

The division, named the Authentic Creative Lab, is a full service unit which will strengthen the company’s abilities to deliver more innovative content marketing solutions and will be a first for the burgeoning content marketing industry.

ACL logo

The Authentic Creative Lab (ACL) will offer a dynamic combination of creative, video and audio production, design, experiential, activation and ideation specialists, marketing, PR, social media, digital and strategic counsel within the same unit, comprising of a team of 16 experts across each discipline, offering a combined 100+ years industry experience. The Lab will operate out of both Authentic’s Sydney and Melbourne offices.

Vanessa Richards has been appointed as the head of the Authentic Creative Lab and will drive the development, operations and commercialisation of the Lab. Vanessa brings more than 12 years of experience in media, marketing and communication roles to her position at Authentic Entertainment. Prior to this appointment, Vanessa was Authentic’s head of integration, following on from her roles as marketing director at the Beauty subscription service and e-commerce platform bellabox and national implementation director for NOVA CREATE.

Within the ACL, Tim Bowery has been appointed as manager of ideation, providing a dedicated resource to driving unique solutions and opportunities for clients. Ex-Seven and NOVA campaign specialist Sarah Howie has also been appointed as senior activations manager. Andrew Tanner has stepped into the role of group creative head after 20 years with the business and Beth van Koesveld has been appointed as the group’s audience insight manager. The Lab’s senior team will oversee a team of experts, many of whom have recently joined to become part of this specialist team.

Richards said: “At Authentic, we are committed to developing forward-thinking opportunities for brands, partners and clients and the Authentic Creative Lab gives us greater agility in order to do so and provide best in market solutions. Our vision is to ensure the Lab produces some of Australia’s most innovative and engaging content that helps to amplify brand experiences and bring consumers closer to the brands they know and love.”

The Lab has been working on solutions to evolve Authentic’s existing owned and managed brands including Vevo, Take 40 Australia, My Generation and The Drop, in addition to securing long-term client partnerships. More exciting announcements will follow in this area soon.

Tony McGinn, MCM Group founder and Authentic Entertainment CEO, said: “I’m delighted to bring the Authentic Creative Lab to market. The content marketing landscape is changing at a rapid pace and our intention is to ensure we are at the forefront of these changes and trends and that we can both inspire our clients and deliver on their changing demands.

The Lab provides us with a powerful,¬†cohesive platform in which to further build our business and sustain the growth we have enjoyed in recent months through our brands and clients.”