Ikon launches new division 'Brand Friends Forever' to gather brands together for business
Australian media agency, Ikon, part of STW Group, has launched a new division called BFF (Brand Friends Forever), specifically created to bring like-minded brands together on integrated media, sponsorship and experiential solutions lead by brand relationship director, Samantha Preston (left) and a specialist team of three.The division will work hand in hand with Ikon's current full service media offering, providing clients with the opportunity to partner with other businesses looking to achieve similar objectives. It will expand the service to the broader marketplace from 2013.
Preston, and her team will identify, facilitate and manage relationships between clients.
Ikon's national CEO, Dan Johns, said Ikon had created BFF as a result of both client demand and the agency's forward thinking approach to service delivery.
Says Johns: "Historically Ikon has had great success with identification
and facilitation of new brand and media friendships, such as the launch
of CommBank's "Comes with music" debit card, an innovative product
partnership between CommBank and Sony Music." Ikon has also developed
bespoke asset exchange campaigns between brand and media such as the
recent Four Day Westfield Sydney and ACP VIP shopping event. "We found that clients were becoming more interested in working with like-minded brands in this way, so in true Ikon fashion we worked hard to develop a specific solution and dedicated resource to meet this need. We are especially pleased to be able to offer the opportunity to run this new venture to one of our own; Sam has been an exceptional and loyal talent at Ikon for the past 6 years, this opportunity rewards her for that commitment."
Preston said BFF's team would provide expertise across three pillars of activity; brand to brand, brand to media and brand to consumer on behalf of clients.
Says Preston: "BFF will identify and partner clients with similar brand passion points and then create suitable assets for their relationship. In an increasingly competitive market we are finding that strategic brand partnerships add a powerful addition or alternative to traditional communications."
Preston worked previously at Ikon as communications director on Westfield and has worked in media for more than 10 years across a variety of clients including McDonalds, Kimberly Clarke, Diageo, American Express, Castrol.
Alongside Preston, BFF launches with three other team members who have worked in the strategic consultation, sponsorship, experiential and events industry for past 7+ years.
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