WPP AUNZ, Australasia’s largest marketing, content and communications group, has announced the launch of a new specialist production offering:  Agile Content Productions, (“Agile”).

Group business director of WPP AUNZ Rob Currie said the Group had identified a huge opportunity to develop a best-in-class, audience -first content offering for its clients, a proposition, he says  that no other Group has the breath, scale and ability  to develop.

“Our view is that our clients want specialists, but need a more effective model to work with multiple agencies,” said Currie. “Agile will sit firmly within our over-reaching strategic focus on horizontality, with a motivation to fully integrate itself within the Group and focus on collaborating and working with them to develop and produce audience first video content.

Agile is headed by newly appointed CEO Justin Ricketts (left), working alongside Managing Director, Grant Anderson (right), plus a core team of content specialists.

“The opportunity to create and grow a specialized offering inside AUNZ’s largest and most sophisticated marketing services company is an exciting and fresh new challenge,” said Agile’s new CEO, Justin Ricketts.

“This is a new type of proposition that fits well  with  an increased client demand for quality audience-first video content as the landscape evolves and brands need to find new ways to reach and engage consumers,” said Ricketts. “Video is the most effective channel inside digital and we believe brands can play a larger role in inspiring all forms of audience-first content, including TV.”

“We are looking to be innovative and disruptive in how we deliver content more efficiently and effectively – hence the name Agile,” said Ricketts.   Agile will have a ‘laser focus’ on creating and producing video and animated social content to engage audiences.

“The sole purpose of Agile is to help the operating company’s who need to create and produce audience-first content more effectively.  This will be achieved in partnership with Agile.”

Renowned for his strategic thinking, and boasting a  25-year track record of accomplishment in helping brands embed themselves into people’s lives through creativity, relevance and purpose, Rickett’s was most recently CEO and Founder of Ensemble Australia helping  brands grow through the power of engagement.

Prior to Ensemble he consulted with global sports and entertainment firm, Octagon Australia, working across a client base which included MasterCard, Lion Nathan, Unilever, YUM Restaurants, Coca Cola and PowerAde.

Considered to be one of Australia’s most experienced content experts, Grant Anderson brings extensive experience to Agile with a background including client and agency-side roles plus roles for broadcasters and production houses.