Because opens first overseas offices in Sydney and Moscow


This month at Because, we’re proud to announce that we’ve opened our first overseas offices in Sydney and Moscow as we start to grow our global network.


An office in South Africa is to follow shortly. Because Australia is headed up by Meredith Cranmer, a local Antipodean and former Senior Account Director in the agency’s London office. Based in Surry Hills, Sydney, Because Australia will offer a full range of experiential marketing services to domestic and international brands throughout the region.  Services on offer will range from simple sampling campaigns to fully immersive, live brand experiences – amplified as required through digital and social media channels. Because Russia has been created under the leadership of Igor Gusev, formerly Marketing Director at Unilever (Russia & Ukraine).  Based in the heart of Moscow, the office will draw on the local talents of a diverse range of marketing partners to create bespoke teams for any experiential, digital or social media campaign targeting Russian consumers.

Sharon Richey, Founder and CEO of Because, comments: “We have big ambitions for Because on the global stage, and these are the first of a number of new international offices we’re looking to open. We live in an increasingly globalised world, and a growing international network will ensure we’re right on top of global trends and cultures – as well as sharing learnings and new ways of doing things.  At the same time, we know that activating in a local market works best when working with local talent.  We’re keen to talk to more ambitious boutique agencies and partners overseas who would like to be part of the BEcause global network.”

Meredith Cranmer, Head of Because Australia, comments: “Although we’re a new name in Australia, we’re backed by one of the biggest names in experiential marketing in the UK, and that gives us a real edge out here.  Having worked with a host of big global brands such as Pampers, Heineken and Durex, we know what it takes to get people talking.  I’m relishing the chance to introduce Because’s distinctive blend of creativity and experience to Australian brands and consumers.”

Igor Gusev, Head of Because Russia, comments:“Experiential marketing in Russian is still a relatively new discipline, so the potential for growth here is huge. Because Russia will bring together the diverse talents of local agencies such as Voskhod, Redkeds, Advant, 4DPR, Brand Mobile, BTL Marketing and Advant to create a unique, multi-disciplinary experiential offering. And because we’re backed by the global resources of the Because network, clients will be guaranteed an exceptional level of creative thinking and delivery.”

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.