Neue Media expands to Sydney, hires new client director to lead
Neue Media, a property marketing agency, has expanded into the Sydney market, hiring Shanti Molinaro as client director – media and communications, to head up the new office.
The announcement:
Integrated property marketing agency, Neue Media, has announced its plans to take the agency national, expanding from its Melbourne base to open a new office in Sydney, following a record period of growth.
The announcement comes as the agency looks to replicate its rapid success in the Melbourne market, identifying and filling the gap for a full-service media and communications agency that specialises in the property industry.
To realise its growth ambitions, Neue Media has strategically appointed seasoned marketing and communications professional, Shanti Molinaro, to head up its Sydney office. Joining Neue Media as client director – media & communications, Shanti will bring extensive experience gathered from Australia’s most recognised property groups, including ten years at commercial property giant CBRE across high-profile residential projects and boutique developments.
Shanti earned her agency credentials at Papermill, working across a range of property sectors, with clients including ISPT, 101 Collins Street, Time & Place and GPT, before moving to Neue Media, where she has worked closely alongside the Melbourne team to establish the agency’s foundation clients in NSW in preparation for her move.
With a proven track record of conceptualising and delivering integrated marketing strategies that deliver tangible results for clients, Shanti employs both big-picture and detail-oriented thinking to successfully guide campaigns end-to-end.
Shanti’s focus in establishing Neue Media’s Sydney office will be to lead key national client relationships whilst seeking to grow a portfolio of NSW-based clients.
“I am looking forward to the challenge of building the agency’s presence nationally and showcasing our unique agency model to the greater Sydney property market. As our client base continues to develop, I am also eager to foster a local Neue Media team focused on delivering ground-breaking campaigns for client partners through integrated media and communications strategies,” said Shanti.
Neue Media directors Cara Cunningham and Vanessa Lai explained that the Sydney office has always been in Neue Media’s sights from the outset, but the company has focused on its Melbourne growth, particularly in a post-covid communications landscape.
Cara said: “When we founded Neue Media in 2017, our unique paid/earned/owned/shared model was a pioneer in the property space and solved many frustrations for property marketers, allowing us to quickly dominate the market here in Melbourne.
“Our continued success, even in a challenging market, gives us great confidence to introduce our model to Sydney, where the property industry has been underserviced – the feedback from many client partners in NSW has been that local agencies have simply been unable to meet their unique property or corporate needs that our senior communications are well accustomed to delivering.”
Vanessa added, “Having worked closely with Shanti as a client for almost a decade, we know she embodies Neue Media’s high-performance and service-oriented approach. Working closely with our senior management team, Shanti can take our mission to create truly ground-breaking campaigns nationally to guide the Sydney office to become the leading agency in NSW.”
A significant component of preparing for the expansion has been Neue Media’s efforts to establish a well-rounded team of communications professionals that can help fuel the agency’s ambitions, including last year’s promotion of Erica Moloney to general manager of communications. With 16 years’ industry experience, Erica has guided the professional development within the communications team, overseeing several other internal promotions and restructuring hybrid communications roles to align with Neue Media’s full-service, multi-channel communications approach.
This internal movement has also translated to the growth and success of some of Neue Media’s biggest clients, including global property developer Gamuda Land, Melbourne developer Pace Development Group, leading OC Management agency Engine Property Group and Construction Company and Kapitol Group. Neue Media’s most recent Melbourne acquisitions include Build-to-Rent start-up Local and Property Group, Sunkin, who have appointed the agency to service its entire media and communications functions.
The expansion will further allow Neue Media to enhance the service for its Sydney-based clients and provide consistent on-the-ground support while solidifying its presence to a new pool of potential clients.
Neue Media has been providing communication services to Industrial Property and Logistics Company ESR Australia since 2020, securing incredible PR results for its many acquisitions and announcements. Neue Media also provides media services for Fridcorp’s Beyond Hurstville project and is planning the launch activity for its next stage. Most recently, The Italian Forum appointed Neue Media to provide communications support for its redevelopment project looking to revitalise the local Leichhardt community and create a complete residential and retail offering in a prime NSW location.
Neue Media commenced its national expansion via last year’s appointment by architecture practice Gray Puksand, which has studios across multiple major Australian cities. In February, Neue Media’s creative team conducted an intensive content production project across Melbourne and Sydney, profiling the studio’s projects, staff and design process.
Neue Media’s Sydney office will begin operations on 20 March with its new client director – media & communications, Shanti Molinaro, ready to service the communications needs of Sydney’s property sector with ongoing support from the agency’s national specialists.
Source: Neue Media
