Because ANZ rebrands to go ‘beyond the obvious’

April 14, 2025 11:56

Brand activation agency Because ANZ has undertaken a complete rebrand including a new name, Mumbrella can reveal.

Now known as Curious Nation, the nearly 15-year-old agency was entering a new chapter and its name no longer reflected its purpose, according to co-founders Meredith Cranmer and Gareth Brock.

The agency was co-founded in 2011 as a joint venture with Sharon Richey, founder of Because UK. Richey remains a shareholder of the local business, while Cranmer and Brock remain the primary shareholders. It will continue to operate independently.

Be a member to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Become a member

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.