One Green Bean launches office in London headed by managing director Matt Buchanan

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31f6d33.jpgOne Green Bean has today announced the launch of a London office, the first step of an international expansion plan that will see the brand establish a global micro- network. The venture is headed by One Green Bean Sydney’s managing director, Matt Buchanan (left), who has relocated to London to take up the role of managing director, London.

Costa Coffee, Britain’s largest coffee chain and part of the Whitbread Group PLC will be the agency’s founding client, following a successful competitive pitch in November 2014. An initial team of five will support Buchanan in London, with further hires anticipated. Founder and executive creative director Kat Thomas will take on a global role, maintaining her focus on creative.

The proposition in London will replicate the successful model that has underpinned One Green Bean since its 2007 launch, built around the premise of ‘Ideas Worth Talking About’ that are propelled by editorial and social currency, with a significant emphasis on digital and branded content.

The Australian business has made a number of senior hires in recent months, including PR leads Kirsten Hodgon and Louise Pogmore, plus head of content production Al Ferrier. An announcement will be made in due course regarding Buchanan’s replacement in Sydney.

Says Buchanan: “One Green Bean is a truly unique business – in terms of its people, its philosophy and its output. I’m thrilled to be taking our proposition to the UK market.”

Says Thomas: “Marketers are savvy enough to know great creative thinking can come from anywhere. It’s an ideas economy and our business is built around delivering provocative, memorable work that works. We’re optimistic this will resonate in the UK as much as it does here in Sydney.”

Says Anthony Freedman, group CEO: “With the Sydney business in great shape, now felt the right time to explore the appetite for our offering and expertise internationally, with the support of our shareholders Havas Worldwide.”