Sydney, Australia – In response to widening its brand experience offering to potential clients, creative agency Orchard has announced three new senior hires namely Gina Hughes as experience director, Alyson Wales as brand experience director and David Mugford as associate digital creative director.
Hughes has been in the industry for over 20 years, leading clients through human-centered design processes to create remarkable customer experiences. She has previously worked as an experience design director at Ogilvy for six years.
Meanwhile, Wales’ career began in the UK, founded in direct marketing and brand building. Since 1999, Wales has worked with some of Australia’s biggest brands and agencies, her client portfolio including The Economist, Tesco Clubcard, Roche, Telstra, among others. She was recently the strategy lead at Ogilvy, where she handled the account of American Express.
Lastly, Mugford specializes in user interface design and experience, art direction and concept development, with a particular passion for crafting digital experiences that combine creativity and technology. He joins the team with over 10 years of experience, both locally and internationally, across major brands including Volkswagen, Uber, Target, Telstra, among others.
Speaking about the recent appointments, Tim Condrick, creative director at Orchard, said, “Orchard has always been a digital leader in Australia, always at the forefront, constantly adapting and changing to meet future challenges – bringing someone as talented and experienced as David on board continues that tradition and supercharges our ability and determination to invent better.”
Meanwhile, Mikaela Crimmins, head of experience at Orchard, commented, “Orchard has always been the home of different shaped ideas and this requires people who think about brands as not only promises but experiences too. Gina and Alyson strengthen an already diverse mix of thinkers, and bring to Orchard the right amount of experience and spirit we love.”
