Brand New Alliance is a new offering within the STW group that addresses the increasing fragmentation of the media and communications sectors. As consumers are empowered by technological developments, communication and information must become entertainment that the public chooses to engage with; it must become Brand Entertainment.
Brand New Alliance creates and manages entertainment properties for brands, through strategy and ideas development, negotiation and implementation. As a company it has the tools and processes which help brands create new properties as well as measure their effectiveness.
To address this market, Georgie Summerhayes has just returned to Australia after 20 years in the UK to form Brand New Alliance. She spent her first 15 years in the entertainment business as commercial director for various record companies and then joined Simon Fuller at 19 to help develop entertainment properties such as the S Club 7 and Pop Idol franchises. She was then lured to join Omnicom to start their brand entertainment offering, starting Stream in 2001. She left Stream, now Europe’s leading brand entertainment specialist, to come back to her home and join the STW network of companies to start Brand New Alliance.
The development of the Brand Entertainment industry has successfully satisfied the market changes in the European and American environments as the consumer, regulatory environment, media and cultural contexts are transformed by technology. These changes are now occurring in Australia, creating great growth opportunities, and with Georgie Summerhayes’ international experience, Brand New Alliance is primed to meet these new demands.
Contact
Georgie Summerhayes
CEO
Email: georgie@brandnewalliance.com
Brand New Alliance
(T) +612 9336 7452
(F) +612 9336 7401
(M) +61 400 440033
The Studio
120b Underwood St, Paddington NSW 2021
Creating entertainment properties for brands
