Driven by Genevieve Taubman and Miranda Bryce, the move follows the agency’s growing client list and demand for integrated services and lifestyle events for their luxury brand portfolio in the Melbourne market.
MINT has had a strong presence in the city for over a decade opening luxury hotels including W Melbourne and amplifying client activity at major events including the Australian Open, Formula 1 Grand Prix and Melbourne Fashion Week.
“As a business, we made a strategic move to bolster our presence on the ground in Melbourne to capitalise on all that Australia’s cultural capital has to offer,” said Genevieve Taubman, The Mint Partners, Chief Executive Officer.
“Hiring Ziba as Melbourne Director will provide us with an even deeper understanding of the Melbourne cultural scene and rich network of media, influencers and VIP customers for our luxury suite of clients.”
The expansion comes at an opportune time as MINT rolls out several key events including the recent launch of the Valentino PINK PP Collection in Chadstone. Next month, MINT will activate the Birdcage marquee for G.H. Mumm at the Melbourne Cup Carnival, with a stellar list of celebrity and VIP guests.
In 2023, MINT will support Marriott Bonvoy’s partnership with Tennis Australia at the Australian Open followed by multiple brand activities at the Formula 1 Grand Prix in April.
“MINT is an independent agency with a unique understanding of the luxury consumer. We believe our experience and insight-led approach, combined with integrated thinking and market leading tools brings significant, tangible value to clients,” Taubman added.
Ghadamian brings 15 years of national and international experience in the luxury and lifestyle communications space. Most recently, she led PR for Fiona Myer’s White Story label and has also worked extensively in Melbourne’s thriving food and beverage scene.
MINT’s immediate focus will be to acquire new business in the market and maximise opportunities for client synergies across Australia’s two largest cities and will set up a local office early next year.