Creative communications and digital innovation agency PENSO has been appointed to manage marketing and strategic development for Melbourne’s latest architecture and design event MPavilion.

Now in its second year, MPavilion is the brainchild of entrepreneur and philanthropist Naomi Milgrom AO, whose foundation created the cultural event and which is backed by City of Melbourne and Victorian State Government.

Each year an outstanding architect is commissioned by the Naomi Milgrom Foundation to design a temporary pavilion for the Queen Victoria Gardens in the centre of Melbourne’s Southbank Arts Precinct. From October to February the space will bring together creative collaborators to present free workshops, talks and performances.

PENSO has been tasked with developing the marketing strategy for MPavilion, as well as creating the website, which went live in August.

PENSO joins MPavilion’s founding collaborators The Good Copy, who are managing social media and online communications, and Fabio Ongarato Design, who have developed the brand and event identity, art direction and visuals for MPavilion.

PENSO was founded by leading digital marketing and brand strategist Con Frantzeskos just over two years ago. Frantzeskos was the former regional digital strategy director for Ogilvy & Mather, digital strategy director at DDB Melbourne and head of digital at Edelman. PENSO’s clients include Dubai-based aviation powerhouse Emirates Group, Collingwood Football Club, Business Council of Australia, IAG and Xero.

Speaking on the appointment to MPavilion, PENSO CEO Frantzeskos said: “When it launched last year MPavilion proved to be a massive hit and reaffirming Melbourne’s position as the cultural capital of the country. “We are honoured to be partnering with the Naomi Milgrom Foundation to drive marketing and strategic development for this year’s event, and look forward to sharing MPavilion in physical and digital form with as many people across Australia and the world.”

Robert Buckingham, CEO of the Naomi Milgrom Foundation and creative director of MPavilion added: “PENSO is a dynamic agency that is a perfect match for our ambitious plans and global vision. The agency will bring strong strategic thinking, creativity, commerciality, digital expertise and sensitivity to the unique cultural character of MPavilion.”

This year’s MPavilion has been designed by British architect Amanda Levete of international award-winning studio AL_A. Levete’s ground­‐breaking projects include the Media Centre at Lord’s Cricket Ground, Birmingham’s Selfridges department store, and Tokyo’s sinuous Comme des Garçons flagship.

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