Authentic Entertainment launches new creative division

Authentic Entertainment, the local company behind Vevo, Take 40 Australia, My Generation and The Drop, has launched a new creative division to evolve the aforementioned brands and bring in new partnerships.

Authentic Creative Lab will offer creative, video and audio production, design, experiential, activation and ideation, marketing, PR, social media, digital and strategic counsel services.

Its team of 16 is lead by Authentic's previous Head of Integration Vanessa Richards, who previously held roles as Marketing Director at the beauty subscription service and ecommerce platform bellabox and at NOVA CREATE where she was National Implementation Director.

Tim Bowery has been appointed as Manager of Ideation; 20-year Authentic Entertainment veteran Andrew Tanner has stepped into the role of Group Creative Head; ex-Seven and NOVA campaign specialist Sarah Howie has been appointed as Senior Activations Manager and Beth van Koesveld has been appointed as the group's Audience Insight Manager.  

Speaking to TMN, Richards said the Lab turns Authentic into a complete one-stop shop.

“We have specialist resources under one roof and under one central management structure, whereas before, we would need to brief in additional parties and teams. We have essentially built an internal creative production house and marcomms agency.

“There is a full team dedicated to working on all aspects of client partnerships and campaigns from the ideation itself to the PR and social strategies that support it. Every person in the team is part of the initial creation to ensure all areas of execution are covered and on point. It really is a full service team.”

Richards also told TMN the Lab is set up to function as a separate entity within Authentic Entertainment.

“Clients can now engage the ACL directly if they looking for experiential campaigns without set media. We now have one of the best video producers in the industry working with the ACL to deliver incredible content creation for clients. Together with award-winning event experts, art directors, strategists, comms gurus and creative heads and you have a winning combination. The sky's the limit!"

From Authentic's Sydney and Melbourne offices the Lab has already begun developing Vevo and radio chart show Take 40 Australia, which forms part of its multi-year deal with Southern Cross Austereo.

Tony McGinn, MCM Group founder and Authentic Entertainment CEO, said: "I'm delighted to bring the Authentic Creative Lab to market. The content marketing landscape is changing at a rapid pace and our intention is to ensure we are at the forefront of these changes and trends and that we can both inspire our clients and deliver on their changing demands.

“The Lab provides us with a powerful, cohesive platform in which to further build our business and sustain the growth we have enjoyed in recent months through our brands and clients."