The M Agency appointed to handle the launch of the Pop-up Globe in Sydney

The M Agency, a full-service media and communications agency, has been appointed to develop and manage the marketing, media, content and social strategies for the Sydney launch of Pop-up Globe, the world’s first full-scale temporary working replica of Shakespeare’s theatre, the second Globe.

The M Agency underwent a competitive three-way pitch to secure the win.  The names of the other agencies are undisclosed.

Tobias Grant, Managing Director of Pop-up Globe’s touring business said, “The M Agency went beyond expectation in their pitch and had an inimitable perspective on what is a unique project. We need people like those at The M Agency on our team.”

In just two years, Pop-up Globe has become one of the most popular new theatres ever, drawing audiences of more than 450,000 people in the first 24 months, including more than 150,000 attendances at its season in Melbourne last year. 

The Sydney season will again team up with the world’s leading live entertainment company, Live Nation, to present a festival of critically-acclaimed Shakespeare productions unlike anything Sydney has ever seen.

Emma Triggs, Founder and CEO of The M Agency said:  “Working with Pop-up Globe and Live Nation on this spectacular event is one of the highlights in the M Agency calendar.  We have long admired the thinking behind the Pop-up Globe, and now to be able to work on the Sydney launch as well as our involvement in the Melbourne season has been a truly great experience.”

Pop-up Globe is a three-story, 16-sided, 900-person capacity theatre. It unites cutting-edge scaffold technology with a 400-year-old design to transport audiences back in time.

For its Sydney season, Pop-up Globe will bring with it a travelling festival of critically acclaimed productions.  All of the details as well as the location of the Pop-up Globe will be revealed at a media launch on Tueday June 12 at 11.am.