New Moon opens Sydney office in partnership with Bashful

Mumbrella can reveal that experiential, events and influencer agency New Moon has opened an office in Sydney, adding to its suite of offices in New York, Los Angeles and London.

New Moon launches in Australia with the foundational clients of Square and Afterpay, in a joint-venture partnership with Bashful Group.

Bashful Group’s founder Simon Bookallil said: “Bashful Group’s vision is to create a network of highly-specialised independent agencies that work harmoniously together to deliver intergrated solutions. New Moon Australia’s offer of next-level experential, events and influencer marketing is the perfect fit for the vision.”

The team in Australia includes client services director Ema Wakeford and head of events and production Amy Robinson, who was New Moon’s former New York City-based head of production.

The cultural insights team will be supported by creative strategists Sydney-based Bashful Group partner Guy Marshall and cultural strategy and associate partner Xander Tran.

New Moon was founded by Jack Bedwani in the US. Its other clients include Coach, Marriott International, Pandora, Porsche, Puma and Target.

Bedwani said: “Everything we do is driven by culture. It’s our North Star. It’s beyond just understanding the zeitgeist; being able to translate cultural trends and movements, societal shifts and changing human values into immersive experiences and memorable content in ways that result in real brand love, that’s a skill. If you’re a brand that is interested in leading, rather than following, we’re for you.”

In November 2020, Bashful took a 50% stake in TMC, then known as Tailor Maid Communications.


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