‘Disruptive’ eBike brand appoints Bureau of Everything as agency of record
A new eBike brand set to launch in Australia later this year has appointed the recently-launched Bureau of Everything as its agency of record.
Founded by former M&C Saatchi CCO and CSO, Cam Blackley and Emily Taylor, Bureau of Everything is described to have a more progressive creative model and business than a typical creative agency. It is a creative ‘office’ designed to deliver bespoke problem solving in a more complex world.
Opting for a strategy/creative directorship as the core for more impactful problem solving, the office is structured to be “super senior, leaner, and flexible”, mixing brand and digital skills by uniting business and brand thinkers. This structure is said to allow the team to shape its services depending on the brief, providing a bespoke solution for each client.
Blackley and Taylor
The agency has been tasked with the naming, brand design, packaging and launch campaign for the eBike brand, with responsibilities leading the new brand’s disruptive positioning, in a very straight category.
“We’re blessed to be able to influence a brand so completely like this,” said Blackley.
“To design a brand from scratch, but also to be let in on the manufacturing process and shape key product design decisions was always part of the creative dream for Bureau. That and launching a brand that will help you outrun the fuzz.”
Abe Mikhail, founder of the new brand, added: “Trying to find a partner to offer us something truly unique in this space was tricky.
“BoE was quick to show us the magic we were after and already feel like an extension of our team. The brand they are bringing to life for us is the perfect mix of wicked and smart.”
The project is already underway, with the team working on it from their new office in Sydney’s Surry Hills.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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