Today sees the official launch of GROUND, an integrated social agency co-founded by ex We Are Social Colin Fairley (left), and The Hausmann Group.
Set up to provide an end to end solution for brands wanting to create meaningful connections with their audiences, GROUND’s mission is to create exciting ideas which matter. Drawing deep insights from fan and popular culture, the agency aims to create reasons for people to want to spend time with brands and welcome them into their lives.
As part of The Hausmann Group, GROUND benefits from a central resource of deep specialism as well as the support of an established, multi-discipline, multi-channel agency group.
Says Fairley: “Over the past few years we’ve increasingly seen a change in the opportunity for brands to talk meaningfully to their audiences. Channels evolve, algorithms shift and people’s consumption behaviour varies, but effective communications remains grounded in your ability to be interesting and relevant to the people you’re talking to. GROUND is an agency established with a simple mission: to do stuff that matters to people. We back that up with a deep expertise in delivery across multiple channels and disciplines to ensure the right ideas reach the right people to create the right outcomes.”
GROUND’s offering will include social research and strategy, content creation, brand consultancy, creative development, partnerships, activations as well as influencer and media engagement.
Says Judi Hausmann, CEO of The Hausmann Group: “GROUND is an exciting addition to the Hausmann Group of agencies and recognises an opportunity for our clients and the broader industry to work with a proven team to create work which really creates a difference to their brand communications. This agency is about smashing the mould of conventional, brand-first thinking to make cool shit that people really enjoy and remember. I’m very excited to have this already flourishing business under the Hausmann roof.”
Fairley comes with over 10 years’ experience working globally and locally on some of the biggest cultural brands like Nike, Adidas, Sony, Netflix and Activision. In particular helping launch both Optus Sport and Netflix in the Australian market.
The Hausmann Group is an independently-owned group of six marketing and communications businesses with over 28 years’ experience in the Australian consumer marketing industry.