Whybins opens ‘sexy consumer’ Eleven PR in Sydney

Ad agency Whybin\TBWA has launched a sister PR brand Eleven in Sydney.

The agency, which has existed as a TBWA group brand in New Zealand since 2006, will be run by Rob Lowe, who joins from One Green Bean. NRMA Insurance is its founding client.

“It’s very much a sexy consumer PR agency that will compete with Zing and One Green Bean,” said Paul Bradbury, CEO of Whybin\TBWA Sydney.

Eleven joins Fleishman Hillard, which specialises in corporate, technology, healthcare, consumer and sustainability PR, in the Omnicom PR stable in Sydney.

Lowe noted that he hoped to work closely with the planning and creative departments of Whybin\TBWA.

“PR is too often thought of in silo and by working closely with the relevant disciplines throughout the group I’m confident we can offer clients something different – and more compelling – than most other PR companies,” he said.

“Strategic campaigns that work across a range of media channels and ‘earn’ media for bands and businesses, rather than just fight for editorial inclusions.”

Lowe was senior account director at One Green Bean. He began his PR career in 2000 at Freud Communications in London, before moving to Australia in 2006 to lead the PlayStation and Fosters PR teams at Hausmann Communications.

Eleven PR’s entry into Australia follows the regional launch of The Integer Group a fortnight ago.


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