Perth- and Sydney-based agency 303 and its sister media agency Mediahub have forged a strategic alliance with Melbourne-based “creative clubhouse” Pembleton.
Under a “flexible alliance model”, 303, Mediahub and Pembleton will share resources and collaborate on projects where capabilities align, while retaining individual ownership structures and agency brands.
It provides a significantly expanded reach for 303 and Mediahub, adding to the agencies’ major operating hubs of Perth and Sydney while significantly bolstering its presence in Melbourne. In turn, Pembleton will gain access to boots-on-the-ground outside its Victorian HQ.
Anthony Gregorio, 303’s executive chairman, said increasing opportunities within the Melbourne market, teamed with changing expectations of clients had led to the alliance.
“In a world where the agency landscape is changing rapidly, clients increasingly want experienced senior people in multiple locations actively working on their business. This alliance allows senior talent from both organisations in several Australian markets to collaborate closely and deliver seamless outcomes for clients, while remaining agile and efficient.”
The alliance builds on long-standing professional connections between the teams. Pembleton’s directors Alex Speakman, Simon Bagnasco and Mac Wright previously worked alongside Gregorio at Saatchi & Saatchi Australia.
Pembleton director and managing partner, Matilda Hobba, said the alliance will allow the clubhouse to expand its geographic reach beyond Melbourne, without compromising its independent approach: “Pembleton’s model has always seen senior brains on the tools end-to-end, supported by bespoke specialist teams to execute the thinking. The alliance with 303 provides Pembleton with a greater pool of specialists to tap into on the projects that need it – along with the opportunity to support our friends at 303 where relevant. Importantly, by remaining completely independent, we both retain the ability to structure our respective projects and clients in the way that gets the best outcomes.”
Gregorio said the entrepreneurial spirit of the agencies made the alliance a great cultural fit in addition to the potential for business expansion and broader service provision.
“Since starting in Perth in 1991, 303 has always looked to forge new paths and apply an entrepreneurial approach to its business, while Mediahub has always been known for its challenger mindset. And Pembleton isn’t just an agency of smart brand and comms people – they are four of some of the most experienced and respected people in the industry. They have a staggering body of work behind them, including having created, launched and run their own product brands. Their latest, Evil Ray, won Australia’s only Yellow Pencil at this year’s D&AD Awards. This shared foundation of innovation allows both agencies to pursue a more aggressive growth strategy into new markets, while adding depth to our national offering, with the kind of on-the-ground firepower and integrated services the market is demanding,” he said.
The alliance follows the announcement in December last year that 303 was returning to its independent roots, rebadging without the global MullenLowe marque.
Beyond the change in name, it also announced that the agency would continue its commitment to integration that has characterised its approach since inception, by combining media, creative, strategy, digital, PR and retail activation services under a single banner with Mediahub, to offer a complete, multi-disciplinary suite of communications solutions.
Under their new integrated model, 303 and Mediahub have recently won work for the Australian Cancer Research Foundation and the Cancer Council for its leading fundraiser, Australia’s Biggest Morning Tea. 303 Mediahub was also recently appointed to the WA Government CUA panel for Media Strategy and Buying.
