Aussie boutique creative agency Men at Work Communications (MAW) has announced it has set up new digs in Venice, California.
The new office opened with eight foundation clients, some of which are local Aussie brands that MAW will be launching into the American market.
The US office will initially have four staff, and will lean on the Australian operation for support, but over the next year will establish itself as a standalone agency that takes the unique culture of MAW and adds some Californian flair, according to managing director Adam Mumford.
“Over the past year or so, we’ve been getting more and more interest from the US,” he said.
“We have a unique creative proposition and a strong existing network in the American creative scene, and this enabled us to gain a strong foothold in the market. We also have a number of clients locally who are ripe for expansion, so the move made perfect sense.
“Does it help that the office is in Venice, California? Sure. Who doesn’t want to have a Californian operation. It’s a beautiful place that boasts a vibrant business scene, so it’s the perfect setting for an independent creative business.
“Lots of Australian agencies move to New York when they set up camp in North America, but we found there are far more creative opportunities on the West Coast.”
Among the agency’s new US-based clients is Unleashed TV. MAW will launch Jase Andrews and Simon Anderson from Australia’s premier four-wheel-drive and adventure show All4Adventure into the US market, kicking off with a celebrity appearance at the SEMA Show in Las Vegas in October/November this year.
MAW has also been responsible for launching Australian brands Rhino Rack and Australian Brewery into the US market.
MAW will continue to push PR, social media and content marketing for Rhino Rack, and will handle a broad range of PR activities for Australian Brewery, in a bid to garner both B2B and B2C opportunities.
Meanwhile, Wealth Within has tapped up MAW to launch its latest book and education platform in the US via trade talks, PR and social media.
The agency has also commenced work with Magswitch, a US-based company with capabilities to revolutionise and improve technology in manufacturing, production and aerospace.
There are an additional three launch clients which the agency will announce in due course.
“There is a palpable energy in the agency at the moment,” Mumford said. “Ever since we made the decision to expand beyond traditional PR into broader creative services and into a full-service digital offering, the growth has been phenomenal.
“We don’t plan to stop here. Once we have bedded in our new clients in the US, we will embark on an aggressive expansion phase. Within two or three years, we expect the American operations to rival the Australian offices in terms of billings.”
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