Bashful Group expands Smile agency into Melbourne
Bashful Group has expanded its fashion, lifestyle and beauty specialist agency Smile into Melbourne, today opening a new office in the Victorian capital.
After launching in Sydney in 2018, Smile has worked with some of Australia’s leading fashion, beauty and luxury lifestyle brands, including Zimmermann, Ksubi, H&M, Schwarzkopf Professional, Dr. LeWinn’s, Sheike & Witchery.
Smile’s positioning, Art + Intent, reflects the agency’s approach that combines classical brand strategy with a deep understanding of the codes of fashion and beauty. Alongside the new Melbourne office, the agency has also launched a new reinvigorated website.
Joining Smile to head up the Melbourne office as creative partner is Luke Furniss, who brings extensive experience, most recently as creative lead for Portas’ Melbourne office.
Furniss said: “Smile’s proven history of creating and nurturing magnetic brand worlds is incredibly exciting. I’m thrilled to be working with this bunch of smart, inquisitive minds and dreamy creators. We’re looking forward to finding that sticky, exciting sweet-spot where creativity and intention collides.”
Emil Vrisakis, Smile creative founder, added: “Luke is a significant strategic and creative force. We are super excited to partner with him on our Smile Melbourne offering. Luke’s passion for the craft and his creative vision will help us cement our position in Melbourne.”
Simon Bookallil, Bashful Group’s co-founder and CEO, said: “Smile’s success is driven by its core understanding of the categories, matched with exceptional craft. Our work has helped our clients expand globally and stand out in Australia. This is Smile’s first location outside Sydney. We are on a path to continue this expansion in the future with other markets. ”
Bashful Group consists of a number of specialist businesses, including advertising firm, Bashful Agency, publisher, True North, events and experiential specialists New Moon, PR and influencer agency TMC, and Smile.
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