BWM Group Launches POP

BWM Group today launched a new creative communication agency, POP, to service growing client demand for campaigns led by social, key influence and public relations activations.

“There are significant opportunities for an agency that can deliver campaigns based on sound strategic planning and consumer insights via contemporary social and earned channels,” CEO of BWM Group Paul Williams said.

“POP brings this capability to the BWM Group,” Mr Williams said. POP is positioned as an agency that gets ideas talking through digital, social and traditional public relations and media channels to make brands popular. POP will service BWM clients in Sydney and Melbourne and will continue to build its ownstable of clients. BWM Group has recruited experienced consumer marketer Ashley Douglas to head up POP. Ashley has both agency and client-side experience in the UK, Europe and the US working on global brands including Nike, Coca-Cola, Wonderbra, etnies, Billabong, and Harman Kardon, AKG and JBL Audio brands. Her sector experience crosses music, gaming, entertainment, sports, beverage, lifestyle, fashion and technology.

“Launching an agency during this time is an exciting opportunity. Defining our unique selling proposition has been an interesting journey in a market that already has great creative thinkers and communicators. For us, stripping back to focus on how brands become popular was where POP was born. POP understands what it takes to make brands popular. We understand that to create a connection we must deliver in an emotional and meaningful way that is experienced seamlessly between digital and physical environments,” Ms Douglas said.

Mr Williams said BWM was moving the consumer PR team and clients across from BWM-owned public relations agency Cox Inall Communications to POP. 

“This means Ashley will hit the ground running with an experienced team and a significant stable of clients,” Mr Williams said.  

“We also operate Cox Inall Ridgeway, in partnership with Dr Aden Ridgeway, with a focus on Indigenous issues and communities,” he said. “Cox Inall Communications will continue to service its corporate, government and community clients and we see continuing growth from this firm’s particular focus on regional markets and natural resource management issues.”

“With creative and strategic leadership from BWM in Sydney and Melbourne, Sputnik’s digital capability, and now three separate social and PR firms with particular areas of focus, we believe we can offer our clients a true 36 degree offering,” Mr Williams said.

POP’s client list includes Veda, Sydney Fish Market, Sharp, Carhistory.com.au and Fruit Juice Australia.