MBCS has integrated Kinesso’s Creators & Content team into its operations, expanding its capabilities in content creation, influencer partnerships, and community engagement.
The move follows the appointment of Matt Holmes as MBCS Head of Creative Strategy and Ideation, as part of a broader approach to extend brand reach beyond paid media.
Led by Alexis Whelan, the Creators & Content team will focus on social strategy, influencer marketing, and community management. Whelan will report to MBCS managing director Harry Preston.
“This evolution allows us to bring together the strategic expertise of Kinesso’s influencer and community team with the creative firepower of MBCS,” Preston said.
“The result is a stronger, more connected offering for our clients, who are increasingly seeking integrated content ecosystems that can deliver both cultural relevance and measurable impact.
“The move represents a deliberate step toward unifying content creation and content activation under one roof, ensuring a more seamless, agile, and insight-led approach for clients.
“It also mirrors similar structural integrations taking place across global markets, reinforcing the group’s commitment to delivering consistent and scalable content solutions,” he concluded.
Whelan added: “We’ve always believed in the value of creators and communities in building meaningful brand engagement. Joining MBCS gives us the chance to deepen our impact and collaborate with creative specialists. We couldn’t be more excited for what’s ahead.”
The team brings existing client relationships from across IPG’s agency portfolio, including Dyson, Meat & Livestock Australia, New Balance, Old El Paso, HBF, NRMA Insurance and King Living, and will provide additional services to MBCS clients such as LEGO, GMSV, and Better Beer.
The integration adds to MBCS’s existing services in creative strategy, branded content, activations, and partnerships, aiming to deliver a coordinated approach to storytelling and distribution.
Top image: Alexis Whelan