Eleven PR launches dedicated Melbourne office

By Briana Healey in Marcoms News on
TBWA PR agency Eleven will launch a new offering in Melbourne from tomorrow, with the agency bringing in Fee Townshend to oversee operations as its local managing director. Townshend has been hired fresh from concluding eight years as MD of PR Edge.
 
Following in the footsteps of Eleven Sydney and Eleven Auckland, Eleven Melbourne will be co-located with TBWA Melbourne and is set to work alongside the creative agency on integrated and stand-alone accounts to complement its planning, creative, digital and social teams.
 
Providing a dedicated focus in earned media, Eleven's Melbourne division has already acquired a significant client win requiring an immediate team of four consultants, alongside creative and planning services.
 
"I'm a Melbourne boy myself, and while there are quite a few good creative PR agencies in Melbourne, there's a real opportunity to go beyond this and create culture for brands,”  Eleven managing director, Roberto Pace, remarked in a statement.

“Fee is exactly the kind of leader we want for our local offering and she embraces the Eleven way of working. She comes with 16 years of integrated experience, most recently in a similar MD role where she won accounts such as Telstra and spearheaded the launch of Australia's first PR offer targeted at tackling gender inequality,” he said.
 
To celebrate the launch, Eleven has given its own ode to the latte-loving city by creating Melbourne's first Snapchat filtered coffee, which will be served at the Eleven office in Coventry Street, South Melbourne.

Locals will be alerted to the rich brew and ideas percolating down the road through a unique Snapchat filter takeover. Later in the evening, the coffee will come to life in specially blended espresso martinis for staff and visiting clients.

 
"Eleven is the real deal and I feel like I've come home. Alongside TBWA, we're committed to creating culture through tools such as Disruption Live, Backslash and its influencer model, Hubblescope,” Townshend commented.
 
“Truly integrated in practice, creative to the core and delivering campaigns people will talk about. I can't wait to disrupt the local market with the gutsy, ideas-led work Eleven is known for,” she added.
 
“Even the beans will be rested, post-roasting, for an optimal eleven days - ten being the usual standard. This will be the only 'filtered coffee' that will be acceptable in Melbourne."

Eleven received two Silver Lions at Cannes for Virgin Mobile Data Auction and M.J. Bale Unsuitable Journey.

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