Liquid Ideas picks up Fairfax events work and builds out content team

Public relations agency Liquid Ideas has built out its creative and content teams as it looks to adapt its model following a host of new business wins, including the Fairfax Events food portfolio after a competitive pitch.

Agency founder Stuart Gregor admitted the agency had been “under done” in the creative space compared with some rivals, and has invested in new video and content talent as it builds out its creative capabilities, with Gregor himself heading the content team.

The appointments coincide with a “new business drive” over the last six months, which has seen the agency pick up accounts including the Vittoria Food and Beverage account, which includes the Vittoria coffee brand and Santa Vittoria Water, as well as expanding its portfolio of work for Unilever to cover deodorant brands Lynx and Rexona.

Upcoming Fairfax food events include the Sydney Morning Herald and The Age Good Food Months in October and November respectively.

It will also be tasked with launching the new Mark Best Pei Modern restaurant at Sydney’s Four Seasons Hotel next month, and has also picked up the account for the listed Kensington Street development near Central Station in Sydney, which is being converted into an ‘eat street’ precinct, which is due to open in mid-2015.

On the content play Gregor told Mumbrella: “I don’t think we’ve been slow to do it, but we have probably been underdone in the content space. We’ve run our business on a fairly traditional PR model for a while compared to some of our competitors.

The work with the deodorant brands is an extension of the relationship with Unilever for the agency.


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