Block celebrates 23 years with Eastern States expansion and building a creative legacy

Yesterday, as Block celebrated its 23rd anniversary, the agency marked the milestone not with retrospection but with momentum. Today, Block has announced two transformative initiatives that will shape its future: (Eastern)Block, a long-anticipated expansion east via Sydney, and Notes on Block, a new platform dedicated to documenting and sharing insights from over two decades of creative work.

These undertakings are the result of a strategic process that has redefined Block’s purpose and direction. Over the past year, Block has undertaken an extensive internal review, led by Jennifer McMahon of Modern People, to sharpen its focus and create a blueprint for the future, ensuring clarity and direction. The outcome is a renewed commitment to expanding into new markets, evolving the agency’s structure and products, preserving its creative legacy, and formalising its commitment to supporting community and culture, including the finalisation of its Reconciliation Action Plan.

Both (Eastern)Block and Notes on Block will officially launch later this month.

A STRATEGIC FRAMEWORK FOR THE FUTURE
In 2024, Block embarked on a strategic planning process to define what the next phase of the agency should look like. This work led to the articulation of a refined purpose:

“Unleash creativity to inspire positive transformation.”

This philosophy underpins Block’s next moves. Expansion, leadership development, and creative documentation are not isolated initiatives – they are interconnected pillars of a long-term strategy designed to ensure Block’s continued relevance and impact.

Central to this strategic evolution was the fortification of Block’s leadership team. Co-founder and CEO, Tanya Sim, and Co-founder and Creative Strategy Director, Mark Braddock, remain at the helm, ensuring the agency’s culture and creative approach stay true to its origins. Sims, often regarded as the cultural compass of Block, has adeptly balanced management and financial oversight while championing social causes and mental health advocacy.

Reflecting on the agency’s journey, Sim reflects: “I’m proud of building a business with Mark that has stood the test of time – through its ups and downs. I’m proud of all the great people we’ve employed and all the great clients we’ve helped succeed. It’s really satisfying.”

Braddock, whose passion for commercial creativity has been a driving force behind Block’s work, brings a blend of artistic sensibility and strategic insight. His leadership has been pivotal in crafting solutions that resonate with clients and audiences alike.

Partner & Creative Director, David Storey, brings international brand design experience to the next phase of growth, while Director of Client Service, Melissa Mailey, ensures seamless collaboration and delivery for clients. Director of Business Development, Adam Poole, further reinforces the agency’s ability to scale and evolve.

The team has been strengthened with a series of key new hires, including:
• Account Director Fiona Lopez, who joins from Reece in Melbourne where she was Marketing Lead.
• PADC Designer of the Year winner Katie Pelosi, stepping in as Senior Creative
• Former Block client Natalie Green, who takes on the newly created role of Director of Special Projects

“Our 23rd anniversary isn’t just a milestone – it’s a turning point,” says Sim. “We’ve spent the last year making sure we have the right people and the right foundations to take Block forward. (Eastern)Block and Notes on Block are the first major steps in that plan.”

(EASTERN)BLOCK: TAKING BLOCK EAST
For 23 years, Block has built a reputation for producing world-class work with efficiency, often in markets where budgets are tight, but expectations aren’t. That experience has never been more relevant. As agencies grapple with shrinking budgets and changing client demands, Block sees an opportunity to offer something different: strategy-led creative solutions that do more with less.

“Honestly, I’ve wanted to launch (Eastern)Block since the beginning – if only to use the name. But the timing has never felt more right. We’ve built a business that does more with less, and now we’re taking that approach east. For us, it’s not reinvention – it’s business as usual,” says  Braddock.

He said (Eastern)Block will officially launch later in April.

NOTES ON BLOCK: BUILDING A LEGACY
Block has spent over two decades creating. Now, it’s time to document what has been learned along the way. Notes on Block is a platform designed to preserve and share the creative insights, processes, and stories that have shaped Block.

The project was born from the recognition that Block’s work extends beyond the studio – it has influenced industries, communities, and clients in ways worth capturing. Notes on Block will be accessible at notesonblock.com.

To bring this initiative to life, Block has partnered with Column, a strategic communications start-up established by Sarah Langley. With a background spanning media and marketing, Langley, together with literary writer Deborah Thomas, brings a sharp editorial lens to Notes on Block, shaping it into a publication that not only reflects Block’s past but contributes to broader industry conversations about creativity and branding.

“This isn’t about nostalgia,” says Braddock. “It’s about making sure that what we’ve learned – both the successes and the failures – aren’t lost. Notes on Block is our way of ensuring the lessons we’ve gathered over 23 years can inspire what comes next.”

A NEW CHAPTER FOR BLOCK
“At 23, we are not slowing down – we are evolving,” said Braddock. “The launch of (Eastern)Block and Notes on Block represents a commitment to growth, legacy, and the ongoing pursuit of creativity as a force for transformation.”

“These initiatives are just the beginning,” says Tanya Sim. “We’re building a Block that will continue to challenge, adapt, and create for decades to come.”

Both (Eastern)Block and Notes on Block will officially launch this month. More details will be revealed soon.