Not every agency is brave enough to admit, “we’re defined by the brands we work on and the success we have delivered for them.”

It’s the mantra of 31^st:Second, and apparently is working for them.

The Sydney brand participation agency is expanding. It will now “influence purchase decisions with engaging, original ideas wherever our audiences’ eyeballs, hearts and minds are located: in-store, online, out & about,” from Melbourne as well as Sydney.

It has also wooed former Oxygen Marketing client services director, Will Feutrill, who has become head of the new Melbourne office. “31ST:SECOND has been leaders and innovators in their approach to shopper marketing and brand activation. I’m really excited to have the opportunity to bring their unique brand participation philosophy to the Melbourne market and continue to create successful campaigns and partnerships.”

Feutrill began his career at DDB and has worked on above-the-line, below-the-line, digital and social campaigns for global and local clients like Michelin, AAMI, Holden and Coca Cola.