In May this year, Men at Work realised that its evolution into a full service agency was worth announcing. Since then, it has created a youth division, and has been working hard to win new clients for it.

MAW has just won new client, Mad Mex Fresh Mexican Grill.

“This win marks the first major client we’ve brought on board since launching our Youth Strategy Division, and it really justifies the direction that we’ve been taking the agency,” Men at Work Communications managing director, Adam Mumford, commented.

“We’ve been on a roll lately. It’s been a rollercoaster ride but I wouldn’t have it any other way.”

The agency will be responsible for handling communications, including a creative activation and general PR, for the chain that operates throughout Australia and New Zealand.

“Mexican food is massive in Australia at the moment, and Mad Mex is definitely leading the charge,” Mumford noted.

“The food is delicious and the brand is incredibly fun. It’s the perfect client for an agency like Men At Work. We are literally bursting with ideas, and we’re pumped to get stuck into the work.”

MAW’s Youth Strategy Division was launched in July to target the elusive youth market, promoting account manager, Nick Donovan, to the role of youth strategy director.

Men At Work creates a division to catch the elusive Millennial

“We are not focussing the agency exclusively on youth, not by a long shot, but it did make sense to create a separate team for this market, because millennials are such a unique and highly critical group of consumers.”

MAW will start work with Mad Mex immediately.