After achieving remarkable success over its initial five years in Amsterdam, production-led creative agency Whale has extended its global presence by inaugurating an APAC branch situated in Melbourne. Rachel Perry, an Australian co-founder and executive producer, has returned to her hometown after a 15-year stint to spearhead the establishment of the APAC office.
Whale’s entry into the APAC market aligns with the emergence of a new wave of creative agencies in the region, offering innovative and agile approaches for brands to engage with consumers and achieve business objectives.
Rachel Perry, born in Australia (pictured above right), co-founded Whale alongside her business partner and executive producer, Ezra Xenos (pictured above left), from New York. Their collaboration began during their tenure at Sid Lee in Amsterdam. With a combined experience of 10 years in various production roles at leading brands and agencies in Amsterdam, including Nike, 72andSunny, Wieden+Kennedy, 180 Amsterdam, and Anomaly, Perry and Xenos launched Whale five years ago. Their vision was to operate at the intersection of business, craftsmanship, creativity, and production.
Whale’s adaptable model integrates in-house specialists and handpicked collaborators tailored to each project’s requirements. This approach ensures the delivery of creative excellence in a streamlined and efficient manner. With a production-centric approach underpinning every project, Whale has executed global campaigns for an array of clients spanning diverse sectors, including adidas, Diageo, McLaren, Montblanc, Netflix, Nike, Polaroid, Samsung, Turkish Airlines, AJet, and WeTransfer.
Reflecting on her return to Australia, Perry remarks, “Living in Europe and launching Whale amidst significant industry shifts has been an incredible journey. Now, expanding to Australia feels like a natural progression. I’m thrilled to be back in Melbourne, reconnecting with family, and introducing my children to the wonders of Australia. Establishing Whale’s APAC headquarters allows us to leverage my global experience to shape our approach here. We aim to assist clients in adopting more tailored and efficient collaboration methods while enhancing creativity to address business challenges dynamically.”
Xenos expresses enthusiasm about Whale’s expansion, highlighting the opportunities for creativity across the APAC region. He emphasizes the strategic advantage of having Perry in Melbourne, foreseeing benefits for both existing and prospective clients. As Xenos continues to oversee Whale’s operations in Europe and the United States, he underscores the collaborative partnership with Perry on client projects, underscoring their commitment to delivering outstanding work worldwide.
