Universal Music’s Bring agency announces new Australian co-leads
Universal Music Australia’s creative agency Bring has promoted Brooke Pilton and James Griffiths to general manager roles, to lead the agency’s local output.
Described as the start of an “exciting new era” for Bring, the agency needed to reshape the division to meet the needs of clients more appropriately.
Pilton, who has been executive partnerships director, is taking on the role of general manager, partnerships, while Griffiths, currently executive creative director, moves up to general manager, creative.
The promotions have been designed to bridge the gap between creative and commercial, to further the agency’s ability to connect brands with artists and music culture.
Brooke Pilton and James Griffiths
Pilton, who has been with the agency since 2020, said in a media release on Thursday: “We are both absolutely thrilled to be partnering together to lead BRING. We both truly believe that there are things our agency can do that no one else can, and through our combined expertise and the backing of the world’s leading music-based entertainment company, we can redefine the ways in which brands can work alongside our artists that are shaping culture today, and play a meaningful role in connecting with passionate music fandoms.
“Griff and I couldn’t feel more energised with this exciting new challenge.”
Griffiths, who has been with Bring since 2017, continued: “You can’t always pick the people you work with, but that is certainly not the case on this occasion. Working alongside Brooke over the past few years has been nothing short of extraordinary.
“Our skill sets complement each other perfectly. It is a privilege to be leading the agency alongside her and we cannot wait to put our own unique stamp on our clients, business and culture.”
The pair have worked together closely during their time at the agency, working to expand Bring’s partnership opportunities with Universal Music’s roster of artists.
The agency has delivered music campaigns for brands including Coca-Cola, Wild Turkey, Vodafone, and American Express.
Sean Warner, the president and CEO of Universal Music ANZ, described Pilton and Griffiths as a “winning duo”.
“Their shared vision for the future of the agency, which will strategically support our artists and connect them in innovative new ways to audiences through brands and partners will further our business’ number one objective of breaking Australian acts both locally and abroad.”
“We cannot wait to see what the team creates next.”
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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Bring
Bring - Universal Music for Brands
Bring Agency
Brooke Pilton
James Griffiths
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