CMO of MrBeast’s Feastables returns to Australia to launch new agency
After spending the last seven years in the US, the chief marketing officer of snack brand Feastables – the creation of global Youtube sensation MrBeast – is returning to Australia to start a new venture, Mumbrella can reveal.
Ben Acott has made the move from California back to the Sunshine Coast to launch Magnetic – a new Gen Z creative agency that aims to craft “compelling brands for Gen Z and Gen Alpha audiences… through strategic collaborations with global talent”.
It comes just weeks after MrBeast – real name James Donaldson – visited Australian shores to relaunch the chocolate bars where thousands turned out to see the online personality, who is the most subscribed person on YouTube with 289 million followers.
Speaking to Mumbrella, Acott recalled being involved in the inception of Feastables – which sold millions of bars within a few minutes of being released – which he helped launch from Australia at 2am alongside the US team.
“I’m definitely the early-stage guy, building in new categories or go-to-markets and need a to figure things out at breakneck speed,” he said.
“Working with talent like Jimmy isn’t just about selling as many chocolate bars as possible, but digging deep into the magic that makes him, him whilst bringing that out through Feastables’ own content plays, product launches and spectacles, all whilst ensuring we protect Jimmy’s integrity and brand image.”
Acott is very clear and determined about Magnetic’s mission statement.
“We are set to build culturally defining brands that are ready for acquisition by larger entities that can’t keep up with our speed to scale and creative reach,” he said.
“Our first major brand launch in the personal care space brings all the stunts we’re known for in partnership with the world’s biggest talent. Each quarter, we release a new product collab with our talent partners, whilst building brand and core range.”
Having also worked in the US previously as senior vice president – product and growth for men’s grooming brand, Manscaped, Acott said now is the right time to come home to launch Magnetic.
Acott (right) with Feastables team
“Ultimately, Australia is home and it had been a long time away,” he told Mumbrella.
“And with four young kids, it’s time to build and commercialise from home and on my terms, hence (selfishly) building an incredible facility on the Sunshine Coast – for the brands we launch.
“The US market is and always will be our focus market for scale but we’re excited to help high growth Aussie brands figuring out how to tap into younger markets from our team based here.”
Magnetic is currently building its team, offices and content studio on the Sunshine Coast, with a founding executive team to be announced soon, which Acott promises will feature “an all-star lineup of Aussie founders, creatives and consumer marketers”.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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Ben Acott
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My kids were all hyped for Prime and Feastables. Upon receiving both, they didn’t ask for them again.
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