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Reading: Soap Creative Merges Into Isobar Australia
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B&T > Advertising > Soap Creative Merges Into Isobar Australia
Advertising

Soap Creative Merges Into Isobar Australia

Sarah Bamford
Published on: 3rd May 2018 at 10:09 AM
Sarah Bamford
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Soap Creative has merged into Isobar Australia, forming a powerhouse agency dedicated to transforming businesses, brands and people’s lives with the creative use of digital.

With the merger, Soap founder Brad Eldridge will become ECD of Isobar.

A well-respected creative leader, Brad is a globally-award winning ECD and was a judge at Cannes last year.

Clients such as Xbox, Microsoft, Transport NSW, Nutella, TIC TAC, Kinder Surprise, Cancer Council of NSW, Pepsi Snackfoods and Reach Out will join the Isobar Group as Soap Creative’s staff relocate to Isobar’s offices in Sydney’s Walsh Bay, led by Sydney General Manager Tom Tearle and Isobar National MD Erik Hallander.

Soap’s gaming studio, SMG, will remain a separate brand with its 20+ staff remaining in their Ultimo offices led by Sydney Studio Head, Ash Ringrose, who was a co-founder of Soap.

To date, SMG has created a number of hugely successful mobile games, with Death Squared, Thumb Drift and the One More Line series downloaded over 50 million times.

Speaking of the merger, Isobar Australia group CEO Konrad Spilva said, “Ash and Brad have been highly respected colleagues for many years and Isobar and Soap have always shared plenty of synergies.”

“It’s been three years since our Group’s acquisition of Soap and the time is right to combine our teams and grow our capabilities even further.”

Brad Eldridge said, “Isobar and Soap have a great history; first as competitors, then as sister-agencies within Dentsu Aegis and now, as a single entity.”

“We share an entrepreneurial spirit, have strong values at the core of everything we do and I’m looking forward to seeing what we can achieve in the next chapter as our teams come together.”

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By Sarah Bamford
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As the Group Communications Manager for Dentsu Aegis Network Australia & New Zealand, Sarah manages the internal and external communications for the company's 25 diverse marketing and communications businesses, ensuring that the ANZ communications strategy is aligned with the Group's global requirements. Before moving into corporate communications, Sarah was an Account Director in PR consulting, developing a strong background in FMCG, lifestyle and property & design. She developed and implemented successful campaigns for clients such as Coles, AGL, Sunbeam, Vitasoy, Triumph, News Limited, Callaway Golf, General Mills (Betty Crocker), Simplot (Bird's Eye), The Royal Mail Hotel, Pan Urban and ANZ. Sarah holds a Bachelor of Arts from The University of Melbourne, a Graduate Diploma in Public Relations from RMIT and is a member of the Public Relations Institute of Australia (PRIA).

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