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New experiential agency Mr. Glasses Creative launches in Australia

A new experiential and event marketing company, Mr. Glasses Creative, has opened its doors in Sydney with plans to expand into LA in January next year.

Mr. Glasses Creative has already delivered campaigns for Nine Entertainment, Red Bull, Roadshow Entertainment, Discovery Channel, Zanerobe, ACON Health, Teg Live and Gold Coast Art Gallery.

Chris Campbell, director of Mr. Glasses Creative, told Mumbrella the agency was specialising in experiential and activation due to what he perceives as a gap in the market.

“A lot of people aren’t doing this as well as it could be and a lot of the ideas just seem to be churned. We feel like we can improve on what’s been done out there and give clients a better service, and give their clients an experience and a better service,” he said.

The team of eight employees will offer design, creation and execution, activation strategy, experiential, marketing, brand spaces, live events and content.

“Its all about storytelling, brand experiences, forging permanent relationships and shifting brand perception by connecting on a human level,” Campbell said.

“We’re focusing on a three-dimensional storytelling approach, part of the team here are everything from dreamers to innovators to storytellers,” he said when speaking with Mumbrella.

The agency is currently in talks with more prospective clients and has already found premises for its Los Angeles office.

“We will be looking to spread our wings and head across the pond and start offering clients over there the service. We have already done a global campaign for Zanerobe so we see a lot of Aussie brands that are over in LA and America, we can help them and vice versa, clients moving from America to Australia – we can help them.

“We have a couple of proposals out there at the moment that we are waiting for them to come back to us and do some more development on the idea – there is a couple of high profile guys but we’d rather not mention,” he said.

When discussing competitors already in the market Campbell listed Zing, 72 and Sunny, Traffic and Carrspace as agencies to look out for.

Speaking about the challenges ahead, Campbell flagged some of the wider issues facing the experiential space, including clients taking on big ideas.

“The biggest challenge is making sure the idea doesn’t lose translation when we’re pitching it to people and a lot of clients want to do something that’s never been done before but sometimes they get cold feet because there’s no track record of the results.

“Getting the idea and getting the client to sign off on it, in terms of them believing its the right thing for them to do.”

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