Bolster Group strengthens media portfolio with new client wins
Two years on from forming a new agency network, Bolster Group has solidified its position as a diverse offering with three new client wins.
In July 2023, Bolster Group was formed from the merging of culture marketing specialist Bolster, arts and entertainment PR agency Common State, commercial rights, experiential and sponsorship specialists Aeroplane Agency, and Indigenous-owned creative collective Going North.
The four agencies continue to operate independently under their respective brand names, but also offer clients “seamless solutions” across media, creative, communications, PR, talent and influencer management, events, digital, and commercial rights.
Bolster Group’s James Clarke and Luke McKinnon
“It’s been a journey, but we’re going from strength to strength,” James Clarke, CEO of Bolster Group, told Mumbrella. “We’re really finding the integrated value proposition for clients, but also still being specialised where we need to.”
Bolster Group has now welcomed Carriageworks, Celsius, and The Point to its roster, mostly across its media division. Clarke said while there are “many incredible media agencies” in the country, today’s marketers require more than just a good media strategy.
“You’ve got to be thinking about the integration of creative, content, influencers into that strategy,” he said. “That’s what we’re able to do here because we’ve got the different disciplines, ones that can impact those media strategies and plans.”
Celsius, one of the country’s fastest-growing energy drink brands, has named Bolster as its programmatic agency of record. Clarke described the brand as “really exciting” and said it is looking to tap into the group’s youth culture specialism.
“Their overall marketing strategy is really interesting,” he said. “It’s got a very contemporary feel, the way they’re approaching consumer marketing here in Australia, and we’re pumped to be on board for the ride.”
Sydney’s Carriageworks has named Bolster as its media agency partner, with responsibilities including paid media planning, strategy, and buying across digital and social channels. The venue will also tap into Aeroplane Agency’s expertise for brand partnerships and sponsorships.
Celsius (Instagram)
“They’re putting a lot of effort and energy into growing their direct audience and becoming a really attractive place for events and activations year round,” Clarke said. “We’re excited to join them as their media agency, and support in developing interesting brand partnerships too.”
It has also welcomed hospitality group The Point — which owns Sydney-based venues including The Dolphin, Hotel Harry, Shell House, and The International — as a client, with its remit including media and social.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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