Sydney, Australia – Creative agency MBCS has integrated Kinesso’s Creators & Content team in a move aimed at expanding its content creation, influencer partnerships, and community engagement capabilities.
The move follows the appointment of Matt Holmes as MBCS’s head of creative strategy and ideation and comes as the agency rolls out a refreshed approach designed to help brands achieve greater cultural relevance and real-world impact beyond paid media.
The Creators & Content team, led by Alexis Whelan, will oversee social strategy, influencer marketing, and community management, reporting 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,” said Preston. “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 added.
Whelan said: “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 client relationships from across IPG’s agency network, including Dyson, MLA, New Balance, Old El Paso, HBF, NRMA Insurance, and King Living. It will also extend service offerings for existing MBCS clients such as LEGO, GMSV, and Better Beer.
According to the agency, the integration will enhance its capabilities in creative strategy, branded content, activations, and partnerships, offering clients a more unified approach to storytelling, distribution, and engagement.
