Brand Faction celebrates 15 years with rebrand to Faction; adds Hydralyte to client stable
Brand Faction, a leading sponsorship management, experiential and brand content agency, is celebrating its 15th anniversary with a rebrand to Faction, signalling an increased focus on integration and brand partnerships.
Alongside the rebrand, the agency is excited to announce its appointment as the activation and sponsorship partner for Care Pharmaceuticals’ key brand Hydralyte, after a successful new partnership with St John Ambulance.
Established in 2010, Faction has created community engagement and brand experience programs with global brands like Subaru, Kellogg’s, Krispy Kreme, Selleys, Universal, and Pringles. The agency has worked in partnership with organisations like Surf Life Saving Australia and its iconic Nutri-Grain IronMan series, the AFL, Sydney Swans, Sydney Kings, Football Australia, and Clontarf Foundation, and enlisted high profile campaign ambassadors like Olympian Emma McKeon, AFL superstar Joel Selwood, Melbourne Storm captain Harry Grant, media personality Candice Warner and Australian Survivor contestant and footballer Moana Hope.
Faction was a pioneer of advertiser-funded content, having developed some of Australia’s early brand-backed TV series with Channel 9 and Fox Sports.
“The core of our expertise is building brand stories that are supported with meaningful brand acts” says Tony Gordon, Founder and Managing Director of Faction. “We’ve always had a philosophy that powerful brands are built on what they do, as much as what they say.”
“Consumers demand authenticity. Brands want to prove their values through action, not just by slapping a logo on a popular property. Our focus is on strategic partnerships that align with the heart and soul of the brand and can create memorable experiences, seamlessly across all channels.”
Gordon emphasises the value of an integrated approach to sponsorship programs. “It’s like having a second client, with their own priorities, and sensitivities. Those need to be baked into the brief, for the integrity of a mutually beneficial partnership.”
“And we’re finding clients are busier than ever. So our partnership philosophy extends to simplifying what can often be a complex multi-party integration via streamlined project management.”
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