Eric Tom & Bruce renames as ETB Studio, reflecting its broader strategic, creative and production offer
Creative and production partner Eric Tom & Bruce has rebranded as ETB Studio, marking the next stage in the evolution of the business co-founded by Managing Director and Executive Producer Victoria Conners in 2019.
The new name reflects the breadth of ETB Studio’s work and the increasingly integrated role it plays with clients. What began with deep production expertise has grown into a fully connected offering supported by an experienced team and a network of specialist collaborators.
Conners (pictured above) said the rebrand was less about changing direction and more about giving the business a name and identity that accurately represents what it has become: “Production will always be fundamental to who we are. It gives us a practical understanding of how ideas come to life and helps us make smarter decisions from the beginning. But our relationships with clients now start much earlier, often with the business challenge, the strategy or the creative idea.
“ETB Studio reflects the way we work today. Strategy, creative and production are connected from the outset, so ideas are not only strategically sound and creatively strong, but executable and commercially effective.”
The studio model has developed in response to a changing market, as brands look for experienced, flexible partners that can work closely with internal teams and deliver more from their marketing investment.
The ongoing relationship with Kraft Heinz, which began in 2022, continues to bring creative and production together across a range of household brands. ETB Studio has delivered campaign concepts, television and online video, social content, photography, recipes, digital assets and out-of-home creative, building production considerations into each idea from the beginning.
ETB Studio is also currently working with Valley Park Farm across its Fyfe Family Eggs and Good Yolk Co brands, providing an integrated marketing model spanning strategy, brand planning, creative, social content, production and media. The partnership is helping bring the brands’ marketing activity together around clearer priorities, more consistent communication and a connected approach across channels.
The studio also works closely with Country Care Group and KCare across strategy, brand development, campaigns, social, content and communications. Embedded within the organisation’s broader marketing function, ETB Studio supports both long-term planning and the day-to-day delivery required across a large and diverse retail network.
Says Conners: “These partnerships show what the ETB Studio model can offer clients. We can become a genuine extension of an internal marketing team, bringing together the strategic thinking, creative capability and production experience they need without adding unnecessary layers.”
The broader offer does not change ETB Studio’s commitment to its advertising agency partners. The business will continue to provide production, post-production, photography and studio services to agencies, working collaboratively to bring their creative ideas to life.
Says Conners: “We have long and valued relationships across the advertising industry, and those partnerships remain an important part of the business. We understand the agency environment, we respect the creative process and we know how to integrate with an existing team. Sometimes we work directly with a brand from strategy through to delivery, and sometimes our role is to be an agency’s trusted production partner. The strength of the studio model is that we can do both.”
ETB Studio will remain female lead and independently owned, with its Melbourne team based at Pink Brick Studio in Clifton Hill and a presence in Brisbane.
“This is still the same experienced, collaborative and detail-focused team our clients and partners know,” says Conners. “ETB Studio simply gives us a clearer way to talk about what we do and how we can help.”
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