Theory Crew PR Bags Four New Accounts & Appoints Ex-Bauer Staffer

Melbourne PR and influencer marketing agency Theory Crew will be taking on the public relations for iconic bag ware brand Crumpler, premium audio company Master & Dynamic, contemporary audio label PURE and expert financial firm Lifewealth Group.

It’s all systems go for Theory Crew – cementing 2018 as its fastest growing year since inception in 2015.

Theory Crew founder and MD Felicity Grey said: “We’re thrilled to welcome four new accounts into our family of leading innovative lifestyle brands.”

Theory Crew will focus its efforts on elevating brand awareness for each brand with four bespoke campaign approaches.

The team is keen to build on Crumpler’s “Melbourne roots” story while opening up to new, broader verticals of the creative community by partnering with non-traditional influencers.

Off the back of international adoration, Master & Dynamic’s beautifully crafted, richly appointed and technically sophisticated headphones and earphones will be shared in the Australian market for the first time as it tunes up for a stronger B2C focus in 2019.

And alongside strong market education on digital radio, PURE’s new Discovr range will be introduced to the media. As for the Lifewealth Group, Theory Crew will navigate new thought leadership opportunities with the media to support its next stage of growth.

To bolster the agency’s expanding portfolio, MD Felicity Grey has plucked former editorial writer Jennifer Aitken from Bauer Media to diversify the agency’s talent pool.

“Theory Crew is entering an exciting new phase of growth and the appointment of Jennifer Aitken has further strengthened our media relations and journalistic capabilities, giving us the right mix of expertise across influencer marketing, social and content, creative strategy and public relations,” Grey said.

Alongside the recent staff appointment, Theory Crew will also cut the red ribbon on its new content creation division, The Content Crew, when they move to their new Richmond office in November.

It’s another development pillar to support the growing demands from clients who need 360-degree campaign assistance.

To date, Theory Crew has delivered successful campaigns for the likes of Samsonite, SKYN, American Tourister, Shaver Shop, iRobot, Mayver’s Health Foods, Patak’s and more.

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