Society celebrates five-year anniversary and reveals new brand positioning – Mumbrella


Society celebrates five-year anniversary and reveals new brand positioning
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Integrated creative agency Society is celebrating its five-year anniversary with the announcement of its new brand positioning, centered on a people-first approach to sparking brand connections.

Founded in 2017 by Dena Vassallo, the agency now employs more than 20, and is set to continue its expansion over the course of 2022.

Society has seen a number of significant client wins in recent months, most notably Optus and Kraft Heinz.
The agency will be managing public relations support across all Optus functions, including consumer and business.
As for Kraft Heinz Masterbrands, Society will be responsible for all of the brand’s PR across Australia and New Zealand, including Heinz, Kraft, Golden Circle, F. Whitlock & Sons, Bare Bones, Plant Proteinz and Wattie’s.
Society was initially created by Vassallo with the goal of fostering a greater depth of people obsession in the marketing and communications industry Now that the agency has reached its five-year mark, it’s relaunching with a refreshed brand positioning.
Society CEO and founder Dena Vassallo said “We believe the best brands are set apart by the way they make people feel. As we celebrate our fifth birthday at Society, we are relaunching with a new methodology, the Society Spark, as our focus. This ‘spark’ means that the campaigns we design will ignite curiosity, earn attention, and create more human connections for brands.
Of the five-year anniversary, and Society’s exponential growth since its beginning, Vassallo said it is an exciting time for the female-led agency.
“Society’s ethos has always been people-first, and this is reflected in both our new SOCIETY Spark methodology, and the inspiring, hard-working team we have built since our inception.”
Society also brought their teams together from across the country for the inaugural SOCIETY Summit at their new Adelaide office as part of its anniversary celebrations, giving everyone the chance to reflect, learn, spark new ideas and finally meet face-to-face after two years apart.
“Now is the perfect time to reflect on the meaningful differentiation of our agency, and the thriving business, leaders, clients and team we have created. We have worked on some incredible projects with some of the best brands in the country, and over the next five years, we plan to continue working hard and being kind,” said Vassallo.
“We’re calling on our industry to become even more people obsessed, as with all we’ve learned over the past five years, we know we’re only just beginning.”
Society has a steadily growing team across Australia, New Zealand, and the United States with a client roster that features some of Australia’s biggest brands including Optus, Woolworths, Kraft Heinz, San Remo, Bickford’s, Violet Crumble, Equatorial Launch Australia, South Australian Tourism Commission and more.
A new Society website has also been launched to capture the new positioning- “We Spark Brand Connections,” and includes recent work from the team.
Seja Al Zaidi is Mumbrella’s finance reporter, spearheading the publication’s coverage on the financials of advertising, marketing and media sectors. Seja is based in Sydney, and previously studied a double degree in Commerce (Marketing) and International Business at the University of Sydney before pursuing a career as a reporter.


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