Enthral has been appointed as the communications agency on record for Celsius in Australia and New Zealand following a pitch process.
The partnership began with Celsius’ C-Store Rave event in Melbourne’s Brunswick suburb, headlined by Cyril. According to the company, tickets for the event sold out within an hour and generated a combined earned PR and social reach of 40.5 million.
More recently, Celsius activated its partnership with the Aston Martin Aramco Formula One Team during the Australian Grand Prix through an early morning run club event that drew more than 1,000 participants.
Andrew Brooks, head of marketing ANZ at Celsius, said Enthral had exceeded expectations as the brand’s earned media partner and credited the agency’s media coverage efforts with helping increase brand visibility in the market.
Alongside the Celsius win, Enthral has also secured the communications account for IHG Hotels & Resorts after a pitch. The agency had previously worked with the hospitality company on a project basis, including a campaign for Holiday Inn Express featuring a scented alarm clock concept.
Following the account wins, Enthral has expanded its team with several senior appointments.
Hayden Isaacs has joined as business director from Dentsu Creative. His previous experience includes roles at WhiteGREY, Leo Burnett and Cummins & Partners.
Tatsiana Baibak has joined as PR and content group account director in Melbourne from Bastion Agency, while Jade Glashoff joins the Sydney office in the same role from Gate 7.
The agency has also appointed Paige McLaren and Sally Muul as senior creative producers in Sydney.
The developments come as Enthral marks its 12th anniversary and introduces a new earned-first agency positioning.
