Authentic get creative in the lab

Authentic Entertainment has announced the launch of their full-service creative division. The division, ‘Authentic Creative Lab’, is designed to strengthen to company’s capacity to deliver innovative content marketing solutions.

The Authentic Creative Lab will combine a team of 16 people across creative, video and audio production, design, experiential, activation and ideation, marketing, PR, social media, digital and strategic counsel within the same unit. 

The unit will be spread across Melbourne and Sydney.

Vanessa Richards has been appointed as the Head of the Authentic Creative Lab. Prior to this appointment, Vanessa was Authentic’s Head of Integration, following on from her roles as Marketing Director at the Beauty subscription service and ecommerce platform bellabox and National Implementation Director for NOVA CREATE.

Tim Bowery has been appointed as Manager of Ideation. Former Seven and NOVA campaign specialist Sarah Howie has also been appointed as Senior Activations Manager. Andrew Tanner has stepped into the role of Group Creative Head after 20 years with the business and Beth van Koesveld has been appointed as the group’s Audience Insight Manager. 

Richards said: “At Authentic, we are committed to developing forward-thinking opportunities for brands, partners and clients and the Authentic Creative Lab gives us greater agility in order to do so and provide best in market solutions. Our vision is to ensure the Lab produces some of Australia’s most innovative and engaging content that helps to amplify brand experiences and bring consumers closer to the brands they know and love.”

The Lab has been working on solutions to evolve Authentic’s existing owned and managed brands including Vevo, Take 40 Australia, My Generation and The Drop, in addition to securing long-term client partnerships.

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.”