Men at Work Communications (MAW) intends to remain “Australia’s coolest boutique creative business” but enormous growth has made it outgrow its creative, content and PR business persona.

MAW has repositioned itself as the personal Relations Agency, a full service digital creative agency, that relaunches with 25% more billings and a range of new clients including Cub Cadet, Wealth Within and Harcourts.

“We know why clients keep coming back to us. We’re enthusiastic as hell and just a little bit crazy. We throw ourselves into every bit of work and that shows in the strength of our client relationships. We’re not afraid to try something that’s a bit ‘out there’ or controversial. None of this is going to change,” stated MAW.

But, “PR has changed so significantly in recent years. Competitive PR and content agencies need to develop more holistic digital capabilities to properly service clients and leverage content in the digital space.”

The repositioning doesn’t predict an upgrade in expertise, it follows it. MAW has been beefing up its abilities in creative and digital production, design, SEO, performance media (including paid search and social), UX, consumer insights, influencer engagement and, more broadly, creative business consulting. These capabilities complement MAW’s core strengths in content marketing, creative, PR, social media, events and experiential.

Men At Work knows that PR isn’t public relations any longer. Instead, the agency’s job is to create one-to-one relationships using a full service digital approach that combines paid, owned, shared and, of course, earned.

“Traditional PR paints a picture of pumping out stories to the masses, and merely getting a media run or mention is seen as a win,” Mumford noted.

“Those days are long gone. Nowadays we need to target specific audiences or consumers and get them to take a desired action. We have to be far more outcome-oriented.

“If we get a mass media run, that’s great, but what is the outcome the client actually wants? We need to be thinking about search rankings, paid optimisation, creative amplification, owned content, anything that will leverage the client’s message and influence our target individual. Of course, if you can have a bit of fun with it as well, then that’s what we’re all about.

“Does that mean we are going to become a media agency and start buying TV spots, or that we will start producing large scale TVCs? Well, never say never, but that’s certainly not our intention here. Instead, we’re developing skillsets that fully leverage our clients’ content, particularly in the digital space.”

MAW’s new client, Cub Cadet is an American outdoor power equipment giant that has employed the agency to handle full service digital strategy and execution, including video production, media relations and paid performance.

Financial education firm, Wealth Within, appointed MAW to raise its profile through PR, SEO and social media.

Harcourts Proactive Results, an arm of the Harcourts Real Estate Group, has enlisted MAW’s services to relaunch the brand into the Brisbane market through activations and social media.

These recent wins join a stable of clients which includes Rhino-Rack, Shimano, Fiskars, Kennards Hire, House of Marley, Blackwolf and Suunto Watches.