‘We wanted to reinvent ourselves’: Born Bred Talent’s GM on the agency’s refresh
Born Bred Talent has undergone an extensive rebrand, in a move recently appointed general manager Stephanie Scicchitano told Mumbrella is a “complete transformation”.
The work aims to reflect the agency’s commitment to innovation, creativity and authenticity, according to Scicchitano.
“The whole brand is getting a refresh,” she said. “So when it comes to the way we do pitching, the way we send our comms, the website, our offerings, it’s all getting refreshed.
“It’s our narrative, it’s our future and our philosophy.”
The refreshed look
The new brand platform – ‘Reach for the Bold’ – encapsulates Born Bred’s dedication to pushing boundaries and championing creativity.
“This space is so saturated that we’re telling our talent and clients to be bolder – you want to stand out, you want to create your own narrative and not just do what everyone else is doing,” said Scicchitano.
“We wanted to reinvent ourselves and take that next step of maturity for our brand. We started six year ago, and we boomed during Covid, but since then we’ve been sort of stagnant. So this was the right step to take because we want to solidify ourselves in market.”
Strategic branding agency Nectar & Co worked with Born Bred on the rebrand, and Scicchitano said the agency “really understood the brand and where we wanted to go in the future”.
“They came up with the tagline, inspired by the fact that my CEO, Claire, is such a bold personality within this industry and has always done things outside of the norm.
“When they came to us and said ‘hey this is what we’ve come up with’, we actually stood back and went ‘hey we love this’ and the rest is history.”
John Paul Wager, managing director at Nectar & Co, added: “Working with Born Bred Talent has been a creative journey like no other.
“Our shared vision for storytelling and design-forward thinking has led to the development of an identity that not unites their team and services, but captures the true essence of Born Bred Talent as an innovator and industry leader.”
Born Bred has added more talents to their roster, including content creator Jax Weatherby, and NRL player Josh Mansour.
It also has plans over the next 6-12 months to expand its offerings and “be a leader in this space”, according to Scicchitano.
The agency also recently held its kick-off session for its inaugural Born Blak program, in collaboration with Publicis Groupe.
It saw ten First Nations content creators engage with business leaders and various Publicis agencies, including Spark Foundry, Zenith, Starcom and Herd MSL.
Skye Lambley, CEO of Herd MSL, said: “We are excited to have officially started the first year of Born Blak.
“As the industry evolves and brands are increasingly working with influencers and content creators, it’s important to create space for emerging talent from all backgrounds. All ten content creators who are taking part in our inaugural program are immensely talented, with specialties across cooking, language, fashion and sports.
“The program will run for the next six months and we’re looking forward to getting to know each creator on a personal level so that we can continue to tailor the program to meet their needs,” Lambley concluded.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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