Block officially launches (Eastern)Block ~ headed up by industry veteran Josh Mullens
After announcing its plans to expand east earlier this year, independent brand ideas studio Block has officially announced the launch of its east coast outpost (Eastern)Block, headed by industry veteran Josh Mullens (ex–Bear Meets Eagle On Fire, Revolver).
Mullens brings over 20 years of production, operations and project management experience, having delivered major campaigns for brands including FIFA, Google, Amazon, Airbnb, Optus, Heineken, Hyundai, Samsung, McDonald’s and NAB. His arrival signals a bold new chapter for Block, which has built a reputation over the past 23 years as one of Australia’s most respected independent studios.
“When I started working with Block on projects a few years back, what always struck me was their ability to create great brand and campaign work under constraints,” says Mullens, “In the same way that the Specials from New Zealand came across and disrupted the market, it feels like a natural thing to try and bring some of the smarts the guys have built up over the last 20 or so years in Perth, and have a crack at a newer market.”
Block has long been recognised in Western Australia for smart, well-crafted brand ideas that consistently punch above their weight. With (Eastern)Block, the studio is bringing that same DNA east – work that is strategy-first, idea-led, and design-conscious, made for a market that is increasingly cautious, crowded, and cost-cutting.
Says Mark Braddock, Co-founder and Creative Strategy Director: “We were born in a tough market, raised on tight budgets, and built our name by out-thinking, not out-spending. Others are re-engineering themselves to fit this new reality. For us, it’s business-as-usual.”
The launch of (Eastern)Block comes at a time when clients are demanding sharper, more efficient creative solutions without compromising on quality or impact. Already, the new studio is working on a range of exciting briefs, including projects for Kitchen Warehouse, with more to be announced soon.
Adds Mullens: “We’re bringing a different kind of energy east, designed for clients who want standout work with less layers to navigate.”
