BFF's Sam Preston
Media agency Ikon has launched an integrated arm called BFF, which stands for Brand Friends Forever.
The division is designed to bring “like-minded brands together on integrated media, sponsorship and experiential solutions,” according to a press release.
The unit will be led by brand relationship director Samantha Preston, who will work with a team of three.
Dan Johns, CEO of Ikon, said in a statement: “Historically Ikon has had great success with identification and facilitation of new brand and media friendships, such as the launch of CommBank’s “Comes with music” debit card, an innovative product partnership between CommBank and Sony Music.” Ikon has also developed bespoke asset exchange campaigns between brand and media such as the recent Four Day Westfield Sydney and ACP VIP shopping event.
“We found that clients were becoming more interested in working with like-minded brands in this way, so in true Ikon fashion we worked hard to develop a specific solution and dedicated resource to meet this need. We are especially pleased to be able to offer the opportunity to run this new venture to one of our own; Sam has been an exceptional and loyal talent at Ikon for the past 6 years, this opportunity rewards her for that commitment,” he said.
Preston was formerly communications director on the Westfield business. Prior Ikon, Preston worked at Mindshare and OMD.