Innocean and Wellcom launch thelab and move to a new home in Darlinghurst

Innocean and Wellcom - Jasmin Bedir and Marnie Darren

Jasmin Bedir: “The new Darlinghurst hub is set up for creative collaboration and a progressive environment”

Innocean and Wellcom have launched thelab to further business extensions planned ahead of the new year.

The agencies’ respective growth has led them to move to a new home to better reflect their brand and offering and to be housed under one roof for the first time.

Innocean’s 27% revenue and 30% staff growth follows organic growth from existing clients and significant new business project growth in areas such as CX, digital, social, PR and consultancy services.

In less than three years, Innocean CEO Jasmin Bedir has successfully transformed the agency to build these new capabilities, and position Innocean as a boutique agency with a truly integrated offering and a broad portfolio of clients from auto, financial services, not-for-profit tech, FMCG and alcohol.

Wellcom Sydney general manager Marnie Darren, who was appointed earlier this year, has been leading the creative production agency on its own transformation journey. Wellcom has won back-to-back pitches recently, including Unloan, the digital home loan brand built by CommBank, and leading the launch of the Stanley Cup brand in Australia.

Wellcom’s new Sydney home houses three photography and film studios, together with a commercial kitchen, three edit suites and a sound studio.

Further growth within the group will see the launch of digital agency thelab in Australia. thelab is headquartered in New York and specialises in platform development, UI and UX. In addition, Innocean’s new consultancy offering is planned to launch later this month.

The integrated culture of the three businesses has been made possible by new purpose-built office space that is 2,200sqm and an amalgamation of four buildings that date back from 1922 through to 1994.

Bedir said: “While we have been focused for the past three years on transforming the inside of our businesses, it’s now time to transform our physical space and how we present to the world. The new Darlinghurst hub, which will see our businesses operate under one roof for the first time, is set up for creative collaboration and a progressive environment and is a far better representation of the brands we are. We want our people to be excited to come to this space and our clients to experience that collaboration first hand. It’s an exciting next step for our group.”

Darren added: “We are a group of thinkers and makers. Our internal creative resources and inhouse facilities at the new hub allow us to provide agility and speed. Everything in our new space reflects who we are, from the walls to the boardroom, furniture and all in between. We’re so thrilled to now be all together to bring clients creative and effective solutions.”

Innocean and Wellcom have recently taken residence in their new Darlinghurst digs, with a launch event to follow.

Top image: Jasmin Bedir and Marnie Darren

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