Brand partnerships agency Lacuna launches with GM Holden as foundation client

Former Carat staffers Natalie Kean and Alex Wright have joined forces to launch brand partnerships, talent management, and content creation agency Lacuna.

The agency has picked up the GM Holden account and has already worked with Carat to deliver the car brand’s recent partnership with Instagram star and comedian Celeste Barber

Kean and Wright will operate out of Melbourne

Kean concluded a 13-year tenure at Carat last year, where most recently she was Melbourne’s head of partnerships. Wright was a partnership manager at Carat Connect for less than a year, prior to which she worked at Holden, first as marketing communications co-ordinator, and then as activations and sponsorships co-ordinator.

Lacuna will continue to work with Holden via Carat.

Natalie Davey, general manager of marketing and digital communications at GM Holden, said partnerships are are the core of the brand’s media strategy.

“We recognise the changing consumer relationships with brands and we want to ensure we are contextual and relevant to our audiences,” she said.

Kean noted Lacuna is the Spanish word for ‘blank space’ – something she believes the agency will remedy in the Australian partnerships market.

“There’s a lot of great alignments between brands and various properties out there already. Where Lacuna comes in is elevating those partnerships to the next level, leveraging opportunities beyond what’s standard and delivering greater value to our clients,” she said.

“Partnerships don’t stop at a great idea. It’s all facets of the campaign, from how it’s negotiated and implemented, to how it’s analysed.”

Lacuna will be headquartered in Melbourne.


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