Aussie luggage brand July appoints new creative agency 2045

Following an agency review July has appointed AI-powered 2045 as its new creative agency. The move comes hot on the heels of July’s announcement as the official luggage provider of the Australian Olympic Team heading to Paris in 2024.

July co-founder Athan Didaskalou shared his thoughts on the collaboration: “Finding a creative partner who ‘gets’ us is no small feat. 2045 not only understands the core of the July brand, but also appreciates the hard business metrics that creativity needs to move. It’s like finding the perfect travel-sized toiletries – pretty rare!”

Tim Evans, co-founder of 2045, also expressed his excitement: “The team at July have managed to pack an incredible amount of innovation into their product. They’re a design-led company that’s Melbourne-based with big ambitions, which makes them the perfect client for 2045. Although we might need to quit with the travel puns.”

2045’s commitment to leveraging artificial intelligence for creative production brings a pragmatic edge to the partnership. By harnessing AI, 2045 aims to efficiently generate a diverse array of high-quality assets, allowing July’s marketing efforts to adapt swiftly to market dynamics. With an increasingly international footprint in NYC, Selfridges London, and South East Asia, July’s need for high-performing global assets is only set to increase. July has been named as the #1 Retail brand in Deloitte’s prestigious National Fast 50 Award, which makes them a natural fit for the retail-focused 2045.

Adds Didaskalou: “Collaborating with 2045 is like upgrading to first class without the hefty price tag – a win-win. Their approach is refreshing, and we’re excited to see them continue to elevate our brand. Plus, working with Tim and his local Collingwood agency definitely cuts down on the travel time.”

July and 2045 have already started working together with new work expected in 2024.