Melbourne agency The Royals to set up shop in Sydney

September 26, 2013 1:01

Melbourne-based creative and technology agency The Royals will open an office in Sydney next year with creative director and partner Nick Cummins moving from Victoria to lead the team.

Cummins said he expects the new office to open by the middle of next year, if not before.

The Royals aim to establish a small team in Sydney to build on the success of the Melbourne office founded two years ago by Dave King, the agency’s strategic partner and innovation director.

Cummins joined the agency in September 2011 along with additional partners Steve O’Farrell and Andrew Siwka, both from at the Sputnik Agency. The Royals now has around 20 staff in Melbourne.

“Part of the luxury of having four partners is that we can divide and conquer,” Cummins said.

Cummins, who was previously group creative director at Tribal DDB Melbourne, added that The Royals is looking to recruit people who are already established in Sydney to build a local client base. However the two state offices will work side by side in a collaborative business model.

Cummins said: “Our ambition is to start a similar sort of environment in Sydney – as we have here in Melbourne – where we have people who are passionate about creativity and technology working together to create fresh solutions for clients.

“We need to grow, we want to grow, and we want to expand. We have had a great two years and we want to continue the trend.”

Although The Royals previously worked for clients in Sydney, they do not currently have any Sydney based clients on their roster.

The expansion follows the hire of former Clemenger BBDO interactive director Tommy McCubbin who joined the Melbourne office as a senior creative earlier this year.

Recent work from the agency includes launching “Abbott’s Internet” for the Australian Labor Party’s digital and social election campaign, a brand campaign for charity World Vision, and a social media campaign for Teach Australia.

Megan Reynolds