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Universal Music Australia (UMA), a division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced new leadership appointments at BRING, its award-winning creative agency for connecting brands to music culture, with executive partnerships director, Brooke Pilton and executive creative director, James ‘Griff’ Griffiths promoted to general manager, partnerships and creative respectively.

These appointments will help define an exciting new era for BRING, reshaping the division to better meet the growing needs of their clients, expertly bridging the gap between creative and commercial to further establish the agency as the region’s leading connector of brands, artists and cutting-edge music culture.

James ‘Griff’ Griffiths, who joined the agency in 2017, said, “You can’t always pick the people you work with, but that is certainly not the case on this occasion. Working alongside Brooke over the past few years has been nothing short of extraordinary. Our skill sets complement each other perfectly. It is a privilege to be leading the agency alongside her and we cannot wait to put our own unique stamp on our clients, business and culture.”

Brooke Pilton, who joined the agency in 2020 to lead the agency's biggest clients, said, “We are both absolutely thrilled to be partnering together to lead BRING. We both truly believe that there are things our agency can do that no one else can, and through our combined expertise and the backing of the world’s leading music-based entertainment company, we can redefine the ways in which brands can work alongside our artists that are shaping culture today, and play a meaningful role in connecting with passionate music fandoms. Griff and I couldn’t feel more energised with this exciting new challenge.”

Over the past few years, the pair have worked together to expand BRING’s growing family of partners, connecting brands to both music culture and to Universal Music Australia’s enviable roster of artists.

President and CEO of Universal Music Australia and New Zealand, Sean Warner said, “I think we’ve landed a winning duo with Brooke and Griff. Their shared vision for the future of the agency, which will strategically support our artists and connect them in innovative new ways to audiences through brands and partners will further our business’ number one objective of breaking Australian acts both locally and abroad. We cannot wait to see what the team creates next.”

BRING will follow their recent successes in the market, driving music campaigns for brands such as Coca-Cola, Wild Turkey (Campari Group), Vodafone and American Express. The agency was recently awarded X8 Clio Music trophies for their work with Coca-Cola, BWS and FIFA (The Women’s World Cup), making them the most awarded Australian agency at the prestigious global award show.

The agency will continue to work with brands, media and partners to create innovative new ways to collaborate with UMA’s roster of ground-breaking talent, helping to support, nurture and grow Australian music culture globally.