303 expands Melbourne presence through Pembleton alliance

303 is expanding its national footprint through a strategic alliance with Melbourne-based creative agency Pembleton, months after dropping the MullenLowe name and returning to its independent roots.

The alliance will see 303, sister media agency Mediahub and Pembleton share resources and collaborate on projects where capabilities align, while retaining their individual brands and ownership structures.

The move gives 303 and Mediahub a stronger presence in Melbourne, adding to their existing operating hubs in Perth and Sydney. Pembleton, in turn, gains access to on-the-ground capability outside Victoria.

The alliance follows 303’s decision last year to rebrand from 303 MullenLowe after Omnicom retired the MullenLowe brand globally.

The agency, founded in Perth in 1991, became 303 MullenLowe in 2016. IPG sold a majority stake in the agency to Attivo Group in 2021.

Anthony Gregorio, executive chairman at 303, said growing opportunities in Melbourne and shifting client expectations had led to the alliance.

“In a world where the agency landscape is changing rapidly, clients increasingly want experienced senior people in multiple locations actively working on their business,” Gregorio said.

“This alliance allows senior talent from both organisations in several Australian markets to collaborate closely and deliver seamless outcomes for clients, while remaining agile and efficient.”

The partnership also builds on existing relationships between the agencies. Pembleton directors Alex Speakman, Simon Bagnasco and Mac Wright previously worked with Gregorio at Saatchi & Saatchi Australia.

Matilda Hobba, director and managing partner at Pembleton, said the alliance would allow the agency to expand its geographic reach without changing its independent model.

“Pembleton’s model has always seen senior brains on the tools end-to-end, supported by bespoke specialist teams to execute the thinking,” Hobba said.

“The alliance with 303 provides Pembleton with a greater pool of specialists to tap into on the projects that need it – along with the opportunity to support our friends at 303 where relevant.

“Importantly, by remaining completely independent, we both retain the ability to structure our respective projects and clients in the way that gets the best outcomes.”

Gregorio said the agencies shared an entrepreneurial approach and that the alliance would support a more aggressive growth strategy across new markets.

“Since starting in Perth in 1991, 303 has always looked to forge new paths and apply an entrepreneurial approach to its business, while Mediahub has always been known for its challenger mindset,” he said.

“And Pembleton isn’t just an agency of smart brand and comms people - they are four of some of the most experienced and respected people in the industry.”

Gregorio said Pembleton’s experience, including work on its own product brands, added to the appeal of the alliance.

“Their latest, Evil Ray, won Australia’s only Yellow Pencil at this year’s D&AD Awards,” he said.

“This shared foundation of innovation allows both agencies to pursue a more aggressive growth strategy into new markets, while adding depth to our national offering, with the kind of on-the-ground firepower and integrated services the market is demanding.”

The alliance follows a run of new business for 303 and Mediahub under their integrated model, including Australian Cancer Research Foundation and Cancer Council’s Australia’s Biggest Morning Tea.

303 Mediahub was also recently appointed to the WA Government CUA panel for media strategy and buying.