Authentic Entertainment taps Red Agency to boost brand

In June this year, MCM Media, the company behind Take 40, Live at the Chapel, The Hot Hits and My Generation, merged with digital agency Igloo and rebranded as Authentic Entertainment.

Now, the 30-year-old media and production company has partnered with 12-year-old PR agency Red Agency to generate buzz around its brand partnerships, like the recent teaming with Fremantle, Seven and NOVA for the launch of Radio X Factor.

Authentic have five yet-to-be-announced products in the pipeline but they’re tight-lipped on any details.

“There is a real buzz around Authentic Entertainment HQ at the moment with a lot of exciting plans in place,” Authentic’s Strategy & Marketing Director Jonathan Hopkins tells TMN. “We have some great products in the pipeline and working hard to bring them to market this year. We’ll make a further announcement on these in due course. Watch this space.”

In June Red Agency won Best Public Affairs Campaign (for the UN Foundation), Best Digital Campaign (for Havas Worldwide Sydney, Finch and Reactive), Best Not for Profit Campaign (for the Royal Flying Doctors Service) and Agency of the Year for the second year in a row at the annual PRWeek Awards.

James Wright, Managing Director of Red Agency, said: “Authentic Entertainment is one of most innovative businesses in the entertainment industry and this is a great opportunity for us to deliver some very cool and high-impact campaigns. Working with some of Australia’s best-loved brands that produce great content every day, delivered by some of the hottest talent in the industry, is something the team can’t wait to get started on.”