The former co-founder and creative director of Spin Communications have launched a creative agency in Sydney and Melbourne, which will focus specifically on youth and popular culture.
Simon Bookallil, who co-founded integrated agency Spin 16 years ago and Emil Vrisakis, Spin’s former creative director, have opened the doors of Bashful in Sydney’s Surry Hills and Prahran in Melbourne with clients including Lee Jeans, Jacqui E, Contiki, Wrangler and Van Heusen, many of which Bookallil launched during his time at Spin. Bookallil left Spin in late August, while Vrisakis left mid-year.
The creative agency has strategy at its core as well as developing “big ideas” for clients, and will partner with specialist agencies in areas including PR, experiential and social media to execute integrated campaigns.
“Our whole philosophy is that we believe in the big idea and taking a holistic view for our clients rather than giving them a pure creative strategy,” said Bookallil.
“While I buy into the integrated agency philosophy, which is the focus of Spin, I think it’s best to work with specialists now because of the fragmentation of the marketing world.
“Our aim is to remain small but powerful and to focus on delivering the best thought-provoking experiences and ideas we can.”
Bookallil is predicting client billings of more than $2m in the next year, and the agency has already begun work on a number of campaigns and projects for Lee, Van Heusen and Contiki which will start to roll out early in the new year.
The agency’s niche focus on youth and popular culture was born out of Bookallil and Vrisakis’ extensive experience, and interest, in this field.
“I started Spin when I was 21 and in my 16 years there I had launched Channel V, eBay and Xbox, relaunched STA and Contiki travel, created brand such as Subzero, relaunched Portmans with Miranda Kerr and worked on Lee Jeans for that entire period,” said Bookallil.
He was also one of the founding members of Australia Fashion Week and has been on the board for film competition Tropfest for the past five years.
Bashful has a team of seven working in Sydney, including senior artistic director Emma Powell, formerly of ad agency Yellow Door, and senior creative Garreth Wills who was previously creative director of Mambo. Another two staff are heading up the Melbourne office.
