Enthral has repositioned as an earned-first agency and expanded creative, production and PR teams to drive audience first impact.
Previously, the independent agency operated primarily through a PR-led model. It has now applied its earned media expertise across all areas to ensure that production and creative work is developed with PR and broader earned media at its core.
Enthral has expanded its team and strengthened its earned first approach while securing new major clients and high impact brand partnerships.
Energy drink company Celsius named Enthral as its Australian and New Zealand communications agency on record after a competitive pitch. The partnership with the brand kicked off with the CELSIUS C-Store Rave headlined by Cyril at a 7-Eleven in the Melbourne suburb of Brunswick. the event drove a total PR and social earned reach of 40.5 million.
Celsius’ new partnership with the Aston Martin Aramco Formula One team as their global energy drink partner was activated during the Australian Grand Prix. The brand hosted an early morning run club, which saw more than 1,000 people take part.
Celsius, head of marketing ANZ, Andrew Brooks, said: “It has only been five months and Enthral has already exceeded our expectations as our earned partner.”
“The media coverage they have been able to generate has been exceptional and has been a major contributor to driving brand fame and helping grow our share of voice within the market.”
IHG Hotels & Resorts also awarded Enthral their account after a competitive pitch. Enthral had been working with IHG on a project basis and delivered Australia’s first scented alarm clock for Holiday Inn Express that went global. It reached 436M through earned PR and social media.
Enthral new hires included Hayden Isaacs, Tatsiana Baibak, Jade Glashoff, Paige McLaren and Sally Muul.
Isaacs joined from Dentsu Creative and previously WhiteGREY. He’s also worked at Leo Burnett, Cummins & Partners and has also held in-house roles at CUB and Brown Brothers.
Enthral, founder and managing director, Cameron Smith said: “Hayden’s CV is incredibly impressive with some of the biggest and best agencies in the country; we’re extremely excited to have him champion integration across all comms touchpoints, someone to help strengthen what our earned-first offer means and to prove it no longer sits with just PR,”
In his role as business director, Isaacs will work on elevating the agency’s earned-first creative and production offer.
Isaacs said: “From the moment I walked in the door, I knew I had joined something truly special. I’ve been really impressed by the agency’s creative thinking, work that goes out the door and the team pulling it all together,”
Tatsiana Baibak joined Enthral as PR and content group account director from Bastion Agency and previously Haystac.
Jade Glashoff also joins as PR and content group account director. Glashoff came from Gate 7 where she was the director for Brand USA, Australia and New Zealand, Hopeful Monsters and FleishmanHillard.
Paige McLaren was appointed as senior creative producer. McLaren previously held roles at TBWA, Bastion Agency and Taxi Group.
Sally Muul was also appointed as senior creative producer. Muul’s previous producer roles were with Now We Collide, DDB and Cobox agencies.
