MCoBeauty appoints Bureau of Everything as new creative agency of record
Bureau of Everything (BoE) has been named as the agency of record for Australia’s fastest growing beauty brand MCoBeauty, as they set the brand up for global expansion. BoE is charged with brand strategy, design and brand platform with work already well underway.
The brand and range of luxe for less beauty products have already disrupted the beauty category in Australia and New Zealand. Bringing everyone access to high end beauty via their local Woolies, Big W or Chemist Warehouse. In fact, it is the most-searched term on woolworths.com.au and bigw.com.au.
MCo recently launched in the USA and with other markets on the horizon the MCoBeauty team were looking for trusted partners who could capture the disruptive spirit of the brand and its success to date, then translate it into a brand that will make an impact globally.
Kaitlin Rady, General Manager of MCoBeauty says: “Bureau of Everything bring a powerful combination of strategic thought leadership and exceptional creativity. The work we’ve accomplished together so far is both exciting and energising, positioning MCoBeauty to take the next bold step in our journey—from being the fastest-growing cosmetics brand in Australia and New Zealand to becoming a legitimate global force in beauty. Together, we’re disrupting the exclusivity of luxe beauty.”
BoE Strategy Founder Em Taylor says: “When we started Bureau, this was exactly the type of client we had in mind. It’s an epic brand on a phenomenal trajectory and an awesome team working on it at MCoBeauty. We are operating like a genuine extension of their team and it’s such a pleasure to be capturing the magic in that brand and building on it for future growth.”
Adds Cam Blackley, Creative Founder: “And I’ve had a crash course in beauty. I‘m now much better equipped to manage the shine on my t-zone and get it down to a natural glowy look.”
Bureau of Everything, the creative office founded by Cam Blackley and Emily Taylor, launched in May 2024. Their model is designed with a strat/creative directorship as the core for more impactful problem solving. The office is structured to be super senior, leaner, and flexible, mixing brand and digital skills and uniting business and brand thinkers. This structure allows the team to shape its services depending on the brief, providing a bespoke solution for each client.
Blackley and Taylor bring over 40 years of collective experience to the Bureau, along with a slew of awards including dozens of Effies, a D&AD Black Pencil, and a Titanium Cannes Lion. In their four years together at M&C Saatchi, they won two Gold Effies, the LA Short Film Festival for Tourism Australia’s ‘G’day’ the movie, and the honour of most watched TED Talk in 2021 for Minderoo’s Thrive By 5. Since launching Bureau they’ve named and launched an eBike called Flight Risk, Rebranded Fone King, repositioned and rebranded tech company Pharmx, written the pitch winning ideas for a global airline and Dairy brands, and got the nation talking about an Australian Head of State by reframing the King’s Visit as ‘Monarchy Farewell Oz Tour’.