COLMAN RASIC CARRASCO - PROMISES ENGAGING, MEDIA NEUTRAL IDEAS

Former Lowe Hunt, Sydney senior executives Ben Colman, Dejan Rasic and Rebecca Carrasco have joined forces to launch the Sydney-based ideas company colman rasic carrasco.
colman rasic carrasco (CRC) will work in partnership with clients to create media- neutral brand solutions driven by creative ideas; as well as creating idea-led content for CRC’s own distribution.
Starting with two key clients – Cerebos Australia (Riva Coffee, Gravox, Saxa Salt, Fountain Sauce) and Paper Tiger Publishing (Yen Magazine, Dazed & Confused Magazine) – as well as project work for MTV Networks Australia, colman rasic carrasco opens its doors in Stanley Street, East Sydney, with $9.5 million in billings.
Colman (pictured right) was most recently CEO of Lowe Hunt Sydney and before that held senior marketing positions in Sydney, London and New York, and was a client of many Sydney agencies before moving to the agency side of the business.
Rasic and Carrasco will drive CRC’s creative product as joint Executive Creative Directors.
Rasic (pictured left), the former Creative Director of Lowe Hunt, was recently ranked joint No. 1 Creative in the CB rankings - based on award show success over the last two years. He has over 12 years experience working at agencies in Singapore, London and Sydney.
Says Rasic: “The decision to start CRC was made the minute we realized each of us had the same creative vision for the agency. This was really important for me moving forward. The quality of work for our clients is the driving factor for all of us. Our aim is to cut through the jargon and create work that is driven by engaging ideas, regardless of the medium, because a strong idea should be able to work across any channel.”
Carrasco (pictured centre) has been a Creative for the past five years, working on both sides of the Tasman. She’s had results and been invited to judge at many award shows, and is also doing a PhD on the role of a conceptual creative idea in advertising.
Says Carrasco: “There’s a lot of talk about through-the-line, multiple-touchpoint, interactive campaigns with consumer-generated content, but if we’re not talking about work underpinned by a strong conceptual idea, we’re just left with a big game of buzzword bingo. And nobody wins. Now more than ever marketers need engaging, original ideas because in a time-poor, media-saturated world where people actively avoid ads, the idea has to create the audience. So it’s great to be working with partners the caliber of Dejan and Ben to build a business based on this belief.”