Seeker Agency expands with permanent Redfern base and new Creative Director, Emma Labinski

Seeker Agency, the events and experiences agency behind some of Australia’s most iconic large-scale events, including the AFL Grand Final Parade, the Red Bull Rally Station at the Australian Open and the F1 Fan Festival at the Australian Grand Prix, is continuing to grow its presence in Sydney with the appointment of Emma Labinski as a Creative Director and a new permanent Redfern office. The move marks a significant investment by its Melbourne-based parent company, Seeker Group, as it continues to expand its footprint in New South Wales.

The Sydney office builds on the steady growth of Seeker Agency’s local team and a growing portfolio of NSW clients and projects. The expansion has been driven by a run of new business, including Hayu’s FanFest Sydney, the Padel Invitational presented by UBS at the Sydney Opera House, the Oura Sydney Marathon activation and the UBS Australia annual conference, alongside long-standing relationships with Sydney-based clients including Cartier, Samsung, Tourism Australia and Red Bull.

The agency now has a Sydney team of 8, bringing the total team across Australia to 40, and is well positioned to work even more closely with clients and partners as demand for its large-scale events and brand experiences continues to grow.

Says Brad Hampel, Founder and CEO of Seeker Group: “This move is about being closer to our clients and to the work. Sydney is central to where events and experiences are heading in this country, and a permanent team on the ground lets us move faster and push the creative further for the brands who trust us. With Emma strengthening the team under Bim Ricketson’s creative leadership, we’ve got the talent here to match that ambition. We’re building in Sydney because our clients are.

“We have an incredible and growing base of clients here. We can now support our national approach with an expanded, on-the-ground team that can work shoulder to shoulder with them, move fast and deliver the standard of work we’re known for. A permanent Sydney home lets us do exactly that, and it opens us up to the exceptional creative talent this city has to offer.”

In Sydney, newly appointed Creative Director Emma Labinski will work alongside Executive Creative Director Bim Ricketson, holding and leading the creative on Seeker Agency’s top-tier accounts. Labinski brings deep experience from five years as Head of Creative at Kojo and a further period at George P Johnson.

Says Labinski: “The momentum Seeker has right now is genuinely infectious. The people here are just alive with it, and that’s what makes being here so exciting. I’ve had the privilege of working alongside Bim and other members of the Sydney team at multiple agencies, but to be building something ambitious together, in a city with this much creative energy, feels really special.”

The new office, located at Level 1, 61–63 Great Buckingham Street, Redfern, is home to the Seeker Agency team as well as its sister agencies, Solution Entertainment and FutureLabs.

The Sydney team’s growth shows no sign of slowing. With work ramping up, Seeker Agency is already recruiting for an Account Director and a Senior Producer to support the next phase of expansion.

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