The Royals expands with creative and digital strategy

In a move that brings a new combination of creative, digital and product development capability to the Australian marketplace, Melbourne based agency The Royals has announced a major team expansion, re-positioning the company from a digital outfit to a full service creative agency.

Former group creative director of Tribal DDB, Nick Cummins will join as creative director.
From Sputnik Agency comes Steve O'Farrell bringing senior agency executive experience and from the same stable Sputnik's former general manager Andrew Siwka joins as director. The team joins the agency's innovation director and founder Dave King.

The focus of the agency, together with innovative brand thinking and executions, is now firmly on well-crafted creative technology solutions. Additionally, it will be investing in a R&D, incubation and digital product development initiatives.

With the recognition that digital is now everywhere and consumers don’t see the internet as separate to their everyday lives, The Royals' team believes contemporary agencies that live and breath digital are able to address any communications challenge.

In pairing a creative director together with a digital media & product innovation expert at the most senior level, the agency seeks to maximise its ability to deliver across all communications channels and fully exploit digital as part of an integrated approach.

Steve O'Farrell said all four partners have worked together under various guises in the past.
"I can't wait to see what's possible when we put our collective, bald, heads together."