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BIG Esports on the shift into PR with Razer

By Seamus Byrne in Marcoms News on
With the recent news of BIG Esports winning the PR contract for PC and gaming hardware brand Razer, we caught up with company founder Chris Smith (pictured) to learn more about the move. Until now BIG has been focused on esports consulting and connecting brands with gaming influencers. How does the business change now? Here’s what Smith had to say.
What’s your key thoughts on winning PR for Razer?
BIG Esports’ prowess comes through our long and solid relationships with media, influencers, and managers in the space, we’ve been on the ground level since the industry was infant and played a part in helping to build it to where it stands today. It’s great to see that Razer understands that and we’re very happy that we were chosen for this relationship.
How does this move fit into the wider BIG Esports business given PR management was not a focus before now?
We’ve been developing out a few lines of business recently, of which Razer fits into quite nicely. Completing some extensive influencer work globally with the likes of brands like Unikrn and Australia-focused campaigns with NVIDIA, GIGABYTE, ASUS, GALAX, the Australian Computing Society and more, we have been steadily growing in the marketing, public relations and work-for-hire space.
Alongside this, we have been working hard on our consultancy and business development arm of the business, working with clients from Thailand to America and Spain, with some recent long-term signings that will be announced soon. Not only do these often allow us some creative freedom in the ways that we develop out ideas and products, one client has given us the reigns (almost entirely) on some very exciting projects that I cannot wait to share.
Lastly, there are always some secret things that we are working on in the background, information for which I hope to be able to share soon.
So what do you think BIG Esports brings to PR that is different to other agencies?
As mentioned before, we pride ourselves on relationships with media, influencers, managers and long-term players in the space. Personally I have been around in the industry for 10+ years, playing tournaments as a top level player, commentating events, spending six years combined in tech PR & marketing roles and even having my own stint as a journalist with and I like to think as a company that we’ve “been there” and can see things from the lens of the other side, not just myself but my amazing team.
In my opinion, our Razer account manager Bianca Santos is an unspoken pioneer in the high school esports space, working in the shadow of Flaktest gaming to help educate parents and bring more kids into gaming. I’d like to think that through our experience we can bring a different lens and approach to the work.
What's exciting BIG Esports about the road ahead for media and influencer partnerships?
Soon you’ll see an exciting global software company who spends big on influencers finally entering esports, there’s a VR-esports focused company raising capital which we will be helping to expose to the influencer market and a rather large announcement to come about something we’ve been building for months behind the scenes with a client that includes some exciting mainstream brands and a new spin on gaming media.
Smith says BIG Esports is looking to hire further staff across sales and talent management, and is “always open to new opportunities” when it comes to new partners and clients.

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Hamilton assumes GM post at Thrive PR Melbourne

By Jonas Lopez in Marcoms News on
Nicole Hamilton has signed on with Thrive PR + Communications as the new general manager of the Melbourne office.

The new position was created out of Thrive experiencing more client growth, which warranted hiring more people to oversee the increased workload.

Hamilton herself just finished almost five years at Haystac, with her most recent role being GM of the Melbourne branch. 

“Nicole’s network connections, strategic nous, passion for leading teams, and her expertise across both consumer and corporate PR, working with a broad spectrum of local and global brands, is going to be pivotal to achieving our ambitions for our Melbourne office - our agency’s birthplace which remains fundamental to our success,” said Thrive people and culture director Snezna Kerekovic.

“I am thrilled to be joining Thrive - an agency I have watched with interest for more than a decade and have been incredibly impressed with their work, continued growth, and attrition of top talent. As a believer

Einsteinz Communications signs on to the With Global Alliance

By Jonas Lopez in Marcoms News on
North Sydney PR agency Einsteinz Communications has become a member of the With Global Alliance PR network.

The new partnership enables Einsteinz to liaise with other member-agencies on key campaigns.

Established in 2020, the Alliance has ten member-agencies spread out across 26 countries, including founding agencies With (UK), Affect (USA), Bud Communications (Singapore), Ideosphere (India) and Wedge (China).

Einsteinz’s entry into the Alliance as the 11th member also coincides with the agency marking 20 years of business, having worked with a laundry list of consumer, corporate, digital media, telecoms and technology clients, both big and small throughout its history. 

Having been founded in 2001, Einsteinz has since expanded its reach beyond its North Sydney home, opening a second office in Brisbane in 2014 to service the Queensland region. 

“Joining a network of like-minded, expert PR tech agencies is very powerful for both our team and our clients. Access to the combin

New travel clients join The MINT Partners stable

By Jonas Lopez in Marcoms News on
The MINT Partners is entering fall 2021 with new clients for its travel practice.

For the hospitality section, the agency landed a deal with Marriott International to build up promotions for the relaunch of the Sheraton Fiji Resort on Denarau Island, Fiji, under a branding called The World’s Gathering Place. The event is being timed when Australia officially reestablishes travel links to the island-nation.

The tourism section has MINT working with Virgin Australia on a new PR and activation campaign for its Velocity Frequent Flyer loyalty program. 

Tourism Tasmania is dealing with MINT for paid PR/influencer activity for a new campaign to attract visitors to Tasmania in winter 2021.

“We are delighted to expand our travel and tourism portfolio at a time when most of Australia is searching for inspiration on what destinations to explore first. The strategic review of the business we completed last year is continuing to produce strong results with local businesses and organisatio

Compass adds new clients

By Jonas Lopez in Marcoms News on
Sydney PR and digital marketing agency Compass Studio has landed two new clients.

B Lab Australia and New Zealand promotes the development of so-called B Corporations, or regular businesses that have transformed their practices into a more environmentally-sustainable model.

Verve Super is an ethical super fund geared towards Australian women, with contributions earmarked for objectives such as increased financial security, environmental solutions, and gender diversity.

The move comes as Compass Studio is beginning a new carbon-neutral partnership with Greenfleet Australia.

“We’re proud to partner with incredible values-aligned organisations that are, in my opinion, making a far more significant positive impact and contribution to our society and environment than our current government,” said Compass Studio co-founder/co-director Luke Dean-Weymark.

Cheglov in business at Xero

By Jonas Lopez in Marcoms News on
Valeria Cheglov has joined software firm Zero as its new Australia strategic communications manager.

Based out of Brisbane, she will oversee Xero’s communications activity in Australia, as part of aiding the software/tech sector in a post-pandemic recovery climate.

Cheglov came to Xero after over a decade in government service. Her roles included acting head of corporate affairs for the Cybersecurity CRC, publicity officer for the Ipswich City Council, and media adviser for Cabinet ministers Steven Ciobo and Karen Andrews.

Follow Cheglov on LinkedIn.

Comms 101 lands Tug account

By Jonas Lopez in Marcoms News on
Manly Vale, Sydney agency Comms 101 has won the ANZ PR representation for global digital marketing agency Tug, reported Mumbrella.

The new deal will have Comms 101 creating Tug’s regional communications strategy with support from Tug’s Sydney offices, with the end goal being to bolster Tug’s market share in Australia and New Zealand.

In addition to Sydney, Tug also operates out of London, Berlin, and Toronto.

“To work with Tug provides a unique opportunity to collaborate with another agency to build presence and awareness for their work here in Australia. Tug is in a unique position, due to an already established presence in other markets across the globe,” said Comms 101 founder/managing director Lisa Hollinstead.

Basso starts PR manager post with Bec+Bridge

By Jonas Lopez in Marcoms News on
Fashion brand Bec + Bridge has hired Laura Basso as its new PR manager.

She came aboard after wrapping up her affairs with the NAC Media Group.

She was with the company for over six years, working from showroom manager in Paddington to communications manager. 

Follow Bridge on LinkedIn.

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