New Agency Fabric Opens Its Doors

New Agency Fabric Opens Its Doors

Fabric’s mission is to create enduring brand platform ideas and experiences for fashion and lifestyle brands who are ambitious about local and international growth.

Fabric’s foundation clients include Sheridan, M.J.Bale, Helen Kaminski, Jurlique and General Pants.

Jurlique, the Australian natural skincare brand appointed Fabric after a three-way pitch.

The agency’s brief is to grow the Jurlique brand in Australia and across its key markets globally.

General Pants, the iconic Australian fashion retailer appointed Fabric as its new creative agency to elevate the brand within an ever-evolving retail landscape. 

General Pants CEO, Sacha Laing: “I’m excited about our partnership with Fabric and the work we have begun to create together.

“I’m confident that their strategic smarts and rigour will help us untap and translate our consumer insights into powerful and engaging messaging for our brand as we move forward.”

Gemma Rees, managing partner and Keenan Motto, creative partner are the founders of the agency, backed by TBWA Sydney (featured image).

Rees has been promoted to lead Fabric after five years at TBWA running the David Jones account.

Motto has joined Fabric from a career working within some of Australia’s most respected design studios.

Rees commented: “We want to create brand experiences smart and creative enough to become part of the fabric of today’s culture.”

Motto added: “Importantly these experiences need to be guided by long term brand platforms.

“Fabric’s ability to tap into the strategic planning and content production teams at TBWA will set us apart from our competitors.”

TBWA Australia and New Zealand CEO, Paul Bradbury said: “Gemma and Keenan are a duo to watch. They are smart, passionate and forward thinking.

“Fabric is off to a very fast start and with very good reason.”

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Fabric Gemma Rees Keenan Motto tbwa

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