Brad Down

MEDIA RELEASE: Reading Room rewrites the book on doing digital

Award winning European agency Reading Room is set to shake up the Australian industry with a move down under, bringing a different approach to digital communications.

Reading RoomReading Room has appointed some of the Australian digital industry's most respected people to join the leadership team. Key senior hires are Tom Voirol, one of Australia's pre-eminent UX architects (@voirol, formerly Amnesia and Reading Room Europe), Andrew Richardson, (@andrew303, formerly Creative Director at Amnesia Razorfish and News Digital Media, and Cathie McGinn (@acatinatree, ex-Photon company Geekdom and boutique search and social agency LCB Media).

Sarah Vick, one of Europe's most experienced digital specialists and a Group Board Director in London for the last five years, will be moving  from the UK to lead the Australian team and also looking after plans to expand into Asia Pacific in the future.  Completing the initial team is Lela Kitley, Reading Room Europe's most senior process expert.

Andrew Richardson said, "We believe the way many agencies operate is not in the interests of the client, and Reading Room is set to change that in Australia. 

There are some great agencies who are doing good work, but others are going to find it harder to compete in a post-GFC climate. Budgets are tighter and clients are naturally looking for smart people who can deliver without the big agency bullshit.  Reading Room keeps costs low by making clients' needs central to the process, so there are no long delays, expensive revisions and excessive management hours padding the bill." Richardson will initially spend some time in the UK to get fully acquainted with the processes and thinking that have made Reading Room a success.

Tom Voirol, Director of the Sydney office said, "Reading Room's process cuts out the sales people and account managers who can talk the talk but can't walk the walk.  All clients have direct contact with a dedicated team, not someone in the middle who has limited understanding of strategy, development or execution. Connecting the client with the people actually creating and producing the work is a crucial part of the Reading Room approach, and the way we create award-winning work as well as value for money.  What makes Reading Room unique is that clients only pay when the work is signed off by the client - so it's in our interests to get it right."

Cathie McGinn said "What made me decide to join Reading Room is the fact that it's a truly integrated agency.  There aren't many agencies around that really understand how important it is to integrate user experience, design and technology with social media and search from the outset. The Reading Room team is made up of smart people who each excel in one area but 'get it' all areas of digital."

Reading Room has a global reputation for delivering large-scale web projects for demanding clients in the large corporate and public sector. Its clients in the UK and Australia include the Australian Museum, the World Wildlife Fund (WWF), the winning bid for the 2014 Commonwealth Games (Glasgow 2014), The Glenlivet, YHA and World Squash.

Margaret Manning, Reading Room CEO, said: "after a spate of big wins, the time was right for Reading Room to expand its global operations and Australia was the obvious choice.  Australia has weathered the global financial crisis better than other countries, the country punches well above its weight on the global web stage and its huge talent base is immensely attractive.  Australia has a reputation as a nation of early adopters, quick to embrace new technologies and new media.

"We have already been very successful in Canberra and the Australia wide expansion was a natural next step. Reading Room is delighted to match its global experience with the Australian ‘getting it done' attitude." Margaret has won multiple awards for entrepreneurship (including the Stevie Awards Female Entrepreneur of the Year - Europe, Middle East and Africa)

Reading Room is an award-winning, full-service agency with services spanning the full lifecycle of digital communications, including strategic planning, user experience consulting, design and development, digital marketing and measurement, SEO and social media consulting. Founded in 1996, the company has grown to over 150 staff with offices in London, Manchester, Canberra and now Sydney. Reading Room remains independent and committed to its core values of helping organisations produce top quality digital communication with honesty, transparency, intelligence and know-how.


For all media enquiries and interviews, contact:

Cathie McGinn

Principal, Reading Room Australia

m: +61 424 602581




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Brad Down Burst SMS Brad Down
Company: Burst SMS
Position: Head of Innovation
17 years experience in web design and usability, advertising, marketing and graphic design. Morphing into mobile marketing and SMS expert. Multi skilled, creative and passionate. My goal is to make the web easier to use and more useful for everybody. Specialties: Mobile Marketing, SMS Marketing, Enterprise SMS Solutions Read Brad's full bio

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