Enthral unveils new earned-first positioning alongside new hires and client wins

Enthral is celebrating its 12th anniversary by launching a new positioning as an earned-first agency that captivates attention and drives impact that matters. Hires have been made throughout all areas of the agency to support this evolution. The addition of more specialists in creative, production and PR will ensure all of Enthral’s work is truly audience first and drives brand fame for the agency’s client partners, regardless of the brief and channel.

Fitness-focused energy drink company Celsius named Enthral as its Australian and New Zealand communications agency on record after a competitive pitch. The partnership with the brand kicked off with the popular CELSIUS® C-Store Rave headlined by Cyril at a 7-Eleven in the Melbourne suburb of Brunswick. Tickets sold out in less than an hour, with the event driving a total PR and social earned reach of 40.5M.

More recently, Celsius’ new partnership with the Aston Martin Aramco Formula One® team as their Global Energy Drink Partner was activated during the Australian Grand Prix, hosting an early morning run club, which saw more than 1,000 people take part.

Celsius Head of Marketing ANZ Andrew Brooks says: “It has only been five months and Enthral has already exceeded our expectations as our earned partner. The media coverage they have been able to generate has been exceptional and has been a major contributor to driving brand fame and helping grow our share of voice within the market.”

And IHG Hotels & Resorts also awarded Enthral their account after a competitive pitch. Enthral had been working with IHG on a project basis and delivered Australia’s first scented alarm clock for Holiday Inn Express that went global; even making its way onto the Drew Barrymore Show in the US and reached 436M through earned PR and social media.

Hayden Isaacs has joined the agency from Dentsu Creative and previously WhiteGREY. He’s also worked at Leo, Cummins & Partners and has also held in-house roles at CUB and Brown Brothers.

Enthral Founder and Managing Director Cameron Smith said Isaacs’ appointment was an essential role for the agency: “Hayden’s CV is incredibly impressive with some of the biggest and best agencies in the country; we’re extremely excited to have him champion integration across all comms touchpoints, someone to help strengthen what our earned-first offer means and to prove it no longer sits with just PR.”

In his role as Business Director, Isaacs will work on elevating the agency’s earned-first creative and production offer.

Says Isaacs: “From the moment I walked in the door, I knew I had joined something truly special. I’ve been really impressed by the agency’s creative thinking, work that goes out the door and the team pulling it all together.”

Tatsiana Baibak has joined Enthral as a PR and Content Group Account Director from Bastion Agency and previously Haystac. She will be working out of the agency’s Melbourne office.

Jade Glashoff also joins as PR and Content Group Account Director based in the Enthral Sydney office. Glashoff joins from Gate 7 where she was the Director for Brand USA, Australia and New Zealand, Hopeful Monsters and FleishmanHillard.

Paige McLaren has joined the Sydney office, bringing her creative production flair as Senior Creative Producer. McLaren previously held roles at TBWA, Bastion Agency and Taxi Group.

Sally Muul also joins the Sydney office as Senior Creative Producer. Muul’s previous producer roles were with Now We Collide, DDB and Cobox agencies.

Smith, a former journalist and TV producer, founded the agency with an ambition to take this journalistic DNA through to producing compelling earned-first stories for brands that truly captivate the audience’s attention, regardless of the channel.

Enthral’s clients include Virgin Australia, Velocity Frequent Flyer, Virgin Voyages, IGA, DrinkWise, Kia, Pepsico, Michael Hill, MasterFoods, Mars Petcare, Mitre10, Moose, RACV and Atlantis Resorts in Dubai.

Pictured (clockwise): Hayden Isaacs, Tatsiana Baibak, Jade Glashoff, Paige McLaren, Sally Muul.

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