Maverick’s Glen Condie teams with Nudie’s Adrian Popek to create Wonder

Maverick founder Glen Condie and nudie foods’ international business manager Adrian Popek have joined forces to launch what they believe will be Australia’s premier brand experience marketing company. The new company, named Wonder, will open its doors this week with Condie as creative director and Popek managing director.

The two are determined to focus on creativity. Condie who pioneered non-traditional and experiential marketing in Australia has long been critical of the lack of focus on creativity and originality in this area. The two believe that this sector is crying out for an agency that is dedicated to creativity, imaginative ideas and turning these ideas into memorable campaigns.

On Experiential Marketing in Australia Condie said: “Over the last fewyears Experiential Marketing has been trying so hard to prove it is aserious, viable and effective option that it has all but forgotten whyit came to be in the first place. Experiential marketing campaigns haveso much potential to deliver fantastic ideas but often there is a lackof focus on the actual idea. We all get it works, but you have to getit right and getting it right means ripping ideas.”

Adds Popek:  “I have loved every minute of building the nudie businessboth here and overseas but I felt the time had come for a new challengeso when Glen approached me I was very interested in what he had to say.Our shared vision for the company excited me. I felt that his passionfor creativity combined with my understanding of how these ideas can beapplied to generate real commercial benefits to companies had to be awinning formula.”

Wonder has already made key staff hires appointing Brooke Alldis to theposition of production director and Lee Tehira as general manager.