Reborn moves in female-oriented agency Sister in bid to make ads relevant to women

Sydney agency Reborn has struck up a strategic alliance with brand strategy agency Sister as part of a play to make advertising more relevant to women.

Reborn CEO Noel Magnus and Sister founder Jane Waterhouse said the allegiance was aimed at expanding the abilities of both agencies.

Sister specialises in creating products and content for brands wanting to engage with women.

David Easton, Jane Waterhouse and Noel Magnus

David Easton, Jane Waterhouse and Noel Magnus

Waterhouse is a former lifestyle editor of Woman’s Day magazine, editor and content producer of the Australian Women’s Weekly’s website, marketing manager of the Australian Women’s Weekly, and head of program development and publishing for Weight Watchers. She founded Sister in 2007.

She was also a founder of female-focused website The Hoopla which closed earlier this year and has also been involved with a number of other online publishing ventures.

Waterhouse said she was attracted to the way in which Reborn was developing as an agency.

“Reborn stands out as a group who are not trying to retrofit an old agency model to suit their clients’ needs,” said Waterhouse.

“They are multi-disciplined and dynamic which makes them attractive collaborators for Sister – and the Reborn name says as much about them as it does about the clients who walk through their doors.”

Magnus said the purchasing power of women could not be ignored.

“The power and influence of women in the purchase process is nothing new – but it has grown in recent times. If marketers get it right, the revenue potential for client companies is considerable,” said Magnus.

Reborn and Sister – which is staffed entirely by women – will share premises in Sydney.

“‘I can’t confirm if women came from Venus, but I know they are definitely at Sister – I believe this will be a very productive collaboration,” said Magnus.

Simon Canning


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