Experiential agency Chieftain eyes international expansion in tie-up with promo agency Creata


Fontanot and Rallings

Experiential agency Chieftain Communcations is combining with marketing and promotions agency Creata to form Chieftain Communications Australia as the agency looks to expand internationally, Mumbrella can reveal.

The new offering is a joint venture by the founders of both companies which will see Chieftain become part of the independent Creata global network and will be led by Chieftain CEO Steve Fontanot, who takes the titles CEO and creative director.

Fontanot said: “Over the last six years Chieftain has created some of the best experiential campaigns in APAC. Working with a partner that is a global leader in retail, promotion, digital, insights and licensing puts us in a position to complete the path-to-purchase for our clients.”

Chieftain launched in September 2009 with its clients list including Asus, eBay and Gumtree, Samsung, Telstra, Tigerair and News Corp.

Fontanot had previously worked with Creata’s GM in Australia Charles Rallings at DDB Sydney, before leaving to open the agency, with Rallings joining Creata in April last year.

Rallings said: “We use the power of play to create positive connections between people and brands. The partnership with Chieftain is a natural extension to our existing offering. We look forward to building on the strong reputation that Chieftain has achieved, and seeing the company experience significant growth”.

Originally founded in Sydney, Creata has grown to 15 offices globally, including the US, South America, Europe and Asia. Its client list includes McDonald’s, Kellogg’s, Nestle and Activision.

Fontanot will also sit on the board of the joint agency. Other board members include Creata Group chairman Trevor Roy and Rallings.

Miranda Ward


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