FireWorks PR & Events joins Mixology Communications’ global network of agencies

Melbourne agency, FireWorks PR & Events, has joined a global network of agencies created by Mixology Communications.

The announcement:

Esteemed Melbourne agency FireWorks PR & Events today announced it has joined a global network of independent communications experts as the Australian partner.

The network has been created by Mixology Communications, a new generation marketing communications consultancy that advises companies on brand positioning and audience engagement around purpose and business for good. Based in the UK, Mixology has a core focus across the AgriTech, Wellness and Smart Living business sectors, and partners with brands wanting to make a positive impact on the world. Headquartered in London, Mixology has an international network of partners across Europe, Middle East, Africa, Asia Pacific, and the Americas.

Built around knowledge exchange, the network partners will share market research, behavioural trends and industry insights and collaborate on cross-geo, regional and global business projects.

FireWorks PR & Events was established in 2003 by communications industry expert Kathy Lane. Under her leadership, FireWorks has built a specialist reputation in Australia’s burgeoning food and wine sector driving successful brand engagement with clients including Australia’s First Families of Wine (AFFW), Tahbilk, Warramunda Estate, Moss Brothers, The Apple Press, Summerland Camels and The Cookie Box amongst many others. FireWorks also has a depth of experience across different industry sectors having provided counsel to Flight Centre, Abercrombie & Kent, Federation Square, Melbourne Airport Parking, Bridge Road Main Street, the State Library of Victoria, and many other organisations.

Mixology is one of London’s most exciting new agencies with CEO Andrew Laxton bringing more than 20 years’ experience of developing and managing international networked models for MSL, PPR and Racepoint Global.

Kathy and Andrew first met in 2013 whilst working together for Warrior Sports on Liverpool Football Club’s pre-season tour to Asia and the club’s sell out game at the Melbourne Cricket Ground. Andrew was representing Warrior as global agency of record and Kathy oversaw all media engagement for the Australian leg of the three-nation tour.

“Working with Kathy has always been great fun; she knows the Australian communications market inside out and is super-connected,” said Andrew. “We’re really looking forward to working with Kathy and her team; Australia is an important market and we see many opportunities for collaboration particularly in areas such as the development of controlled environment agriculture technologies which could be a game changer for the wine and food production industries.”

Kathy was equally delighted about the partnership, saying “It’s exciting to be joining this new global network; we’ve had some great discussions and there are already some really interesting opportunities around digital disruption and business transformation. With monthly planning meetings scheduled, a content sharing platform established and the ability to contribute market insights from Australia to thought leadership papers and research, we are excited to be stepping into this new arena, with a high level of energy and engagement. What a boon for our business and our clients, to be at the cutting edge of global trends and movements, sharing and receiving information to help build our brands.”

Source: FireWorks press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.