Mad Mex appoints Men At Work

Fast-food chain Mad Mex Fresh Mexican Grill has appointed Men At Work Communications (MAW) to turbocharge the brand and to generate buzz in a competitive marketplace.

The lucha-libre themed fast food chain, which operates throughout Australia and New Zealand, has tasked MAW with handling communications, including a creative activation and general PR.

Says Adam Mumford, managing director, MAW: “Mexican food is massive in Australia at the moment, and Mad Mex is definitely leading the charge.

“The food is delicious and the brand is incredibly fun. It’s the perfect client for an agency like Men At Work. We are literally bursting with ideas, and we’re pumped to get stuck into the work.

“This win marks the first major client we’ve brought on board since launching our youth strategy division, and it really justifies the direction that we’ve been taking the agency.”

MAW launched its youth strategy division earlier in 2017 in a bid to target the elusive youth market, and has promoted account manager Nick Donovan to the role of youth strategy director.

Says Mumford: “We are not focussing the agency exclusively on youth, not by a long shot, but it did make sense to create a separate team for this market, because millennials are such a unique and highly critical group of consumers.”

MAW has also been expanding its offering more broadly. The agency started out as a traditional PR firm, but has since evolved into a full service digital agency, with core strengths in creative, video production, content marketing, social media, paid digital, web development and business consulting.

Says Mumford: “We’ve been on a roll lately. It’s been a rollercoaster ride but I wouldn’t have it any other way. And to bring a brand like Mad Mex on board is the icing on the cake. We couldn’t be happier.”

MAW will start work with Mad Mex immediately.