Melbourne, Sydney – Havas Red has appointed Emily Fadeyev as group practice head for automotive, overseeing the agency’s partnership with Toyota and Lexus, part of Toyota Motor Corporation Australia.
Fadeyev joins the Melbourne-based office following the retirement of Patrick Lyons, a long-standing figure in Australian automotive communications who spent eight years with Havas Red.
With nearly 20 years of experience in strategic communications, corporate affairs, brand activations, and sponsorships, Fadeyev is recognised for building media relationships and delivering measurable outcomes. Her previous work includes campaigns such as Renault F1’s return to Formula 1 and the Nissan Patrol Warrior launch with Premcar.
“Emily’s appointment further strengthens our automotive practice,” said Steve Fontanot, commercial managing director for Havas Red, Asia-Pacific.
“Her leadership will drive communications for our long-standing partnership with Toyota and Lexus, two of the world’s most dynamic automotive brands. Emily is a highly respected voice in the industry with a track record in strategic communications. We’re thrilled to welcome her to Havas Red, which includes 30 of the most talented automotive specialists in the industry,” Steve added.
Additionally, Steve remarked his gratitude to Lyons, “I’d also like to take the opportunity to thank Patrick for his passion, professionalism, and dedication to excellence, which have set the benchmark for automotive communications for an impressive four decades. His partnership and friendship have been invaluable, and we wish him a happy retirement in sunny Queensland with his wonderful wife, Fran.”
Fadeyev also commented on her new role, “I’m thrilled to join Havas Red at such a pivotal time. The opportunity to lead communications for two iconic brands, and build on the legacy of someone like Patrick, is both humbling and energising.”
Her appointment is expected to continue Havas Red’s focus on automotive communications across strategy, media relations, and brand campaigns in the Australian market.
