• April 13, 2026

asembl expands Australia presence with Melbourne base

asembl expands Australia presence with Melbourne base

asembl expands Australia presence with Melbourne base 900 600 micebook.

asembl.group, the global collective of specialist live experience agencies, has expanded in Australia with a permanent presence in Melbourne.

Led by partnerships manager Mike Linford, the move comes as the group surpasses £40 million in revenues within 18 months of launch.

The Melbourne operation deepens asembl.group’s Australian footprint alongside The Park, its brand experience agency partner established in Sydney, creating dual-city coverage across two of Australia’s most commercially significant event markets.

Combined with the group’s existing operations spanning the UK, Europe and the Middle East, the expansion delivers coverage across every major time zone.

The group said that the move reflects a response to market momentum, as global brands increasingly look to Australia to host and activate around the world’s biggest events.

Gavin Farley, CEO, asembl.group commented: “Expanding further into Australia marks a significant milestone in asembl.group’s global journey. The nation represents a dynamic and growing market for world-class event experiences and Melbourne, with its vibrant culture and thriving business community, is the perfect launchpad.

“This move strengthens our ability to support clients internationally with a truly connected, full-service offer and is a clear signal of where the group is heading next.”

The Melbourne office will be headed by Mike Linford, whose partnerships remit makes him well placed to build and develop the local agency network, client relationships and delivery capabilities that underpin the group’s model.

He will draw on both the local Australian market knowledge now available to the group and the international infrastructure of the collective to ensure clients benefit from genuinely integrated support.

Linford added: “Australia is a market full of ambition and energy. The appetite for world-class live experiences here is enormous and growing. Melbourne is an events city in the truest sense and I’m incredibly excited to be building our presence here. What we can offer clients, including the depth of collective expertise, the international reach and the single joined-up partnership, is genuinely different to what the market currently has access to. This is just the beginning.”

The Australia announcement forms part of a wider strategy to establish key hubs in high-growth international markets, enabling the group to support global programmes through a single, unified partner.

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