Marketing agency that spawned Linktree signs full-service partnership with Untitled Group

The move will see Bolster lead Untitled’s national festival and tour marketing across media, creative, content, and social, consolidating 10 years of collaboration between the two companies as Bolster celebrates a decade in business this week.

"It's an incredible achievement for both companies," says Bolster CEO James Clarke. 

"I remember early days of hearing about the vision of [Untitled founders] Mike, Fil, Christian and Nick and thinking these guys are mad! It’s incredible to be here a decade later where we both celebrate a 10-year milestone both individually and as partners."

Untitled co-founder and managing director Mike Christidis says it is a pleasure to be hitting this milestone alongside the guys at Bolster.

"I think both companies have a lot of similarities in terms of start up culture, innovative thinking and a deep unwavering passion for music," he says.

"We are about to turn things up a notch with huge plans for growth and it's great to be evolving our partnership with Bolster to support us across festival and tour marketing; something they have been leaders in, in Australia since they started in 2015."

It is an announcement that comes hard on the heels of Untitled entering an agreement with Ticketmaster subsidiaryMoshtix to handle ticketing for select events including Wildlands.

Bolster was founded in 2015 by Alex and Anthony Zaccaria along with Nick Humphreys, spawning the business they would become best known for which is link-in-bio pioneer Linktree.

But before that Bolster was a small performance marketing agency helping sell tickets for Australia’s biggest music festivals including Splendour in the Grass, Laneway, and Falls Festival.

As Linktree grew the founders passed the baton to Clarke who bought the business pre-COVID, leading its expansion to deliver award-winning campaigns for global brands like Nike, Google, EA Games, KFC, and YouTube Music.

The company has had a circuitous path to success with memorable moments over the decade including accidentally breaking an ARIA during a YouTube shoot in 2019, and then winning one five years later for a Cancer Council campaign featuring Indigenous artist JK-47.

Bolster also produced a livestream for KFC with indie pop duo Client Liaison which the Sydney Morning Herald described as "one of the best of the era" for Australians in isolation during the pandemic.

The agency also ran a pro bono campaign #VaxTheNation that united Australia’s live entertainment sector to drive vaccine uptake when it mattered most.

"Celebrating 10 years is a huge moment for us," says Clarke. 

"Especially as a business born in the entertainment sector, which has seen wild highs, near misses, and no shortage of curveballs. It’s a tribute to the happy accidents, bold ideas, and creative resilience that have defined our journey.

"From those roots, we’ve grown into brand marketing, building on our deep expertise in music and culture to craft insight-led, culturally resonant campaigns. This moment is a celebration of everyone who’s backed us, challenged us, and believed in the power of culture to connect."

Looking ahead, Bolster had unveiled its exciting vision for the future, including the expansion of its recently opened LA-based office, deeper AI integration across its full service offering, and an expanded client patch that now includes Carriageworks, rising energy drink brand Celsius, Sydney-based hospitality group, The Point, and Tourism Australia.

Clarke says the 10th anniversary is a chance to "not only reflect on how far we’ve come, but to get excited about where we’re headed".

"From AI-fuelled ideas to opening our doors in LA, we’re doubling down on innovation while staying true to the creative culture that’s always defined us. With bold new clients, a global outlook, and a renewed sense of purpose, the next chapter of Bolster is shaping up to be our most exciting yet."