Aussie agencies merge

Chieftain and Creata come together to create a new entity

Steve Fontanot (left) and Charles Railings (right)
Steve Fontanot (left) and Charles Railings (right)

Two former colleagues who once worked together in the same firm have merged their current ventures to create a new agency offering down under. OChieftain is  a joint venture of Steve Fontanot and Charles Railings - the founders of former collaborating firms Chieftain and Creata (respectively). The merger effectively makes the former part of the latter's global network.

Fontanot claims Chieftain has created some of the best "experiential campaigns" in APAC.  "Working with a partner that is a global leader in retail, promotion, digital, insights and licensing puts us in a position to complete the path-to-purchase for our clients", he said. According to him the unique selling proposition of the new firm centres around the idea of "Play". "We create products, promotions and digital experiences that allow consumers to 'play' with our clients' brands. When a consumer plays with a brand, it increases the brand experience, leading to an increased brand recall - and ultimately sales," he told PRWeek.

The idea of "Play" - experiential campaign Chieftain-style

Railings and Fontanot previously worked together during their days at DDB, where the former was COO and latter was responsible for creating experiential offerings. Originally founded in Sydney, Creata has 15 offices worldwide and recently celebrated its 40th anniversary.  Its client list includes McDonald’s, Kellogg’s, Nestle, Activision and more. Fontanot formally moved into Creata's Sydney office this week. He will now act as the new firm's CEO and creative director.

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