The expansion comes after the agency reported 20% revenue growth, a 12% increase in profit and the addition of six new clients over the past 12 months.

Leading the appointments is Nat Kuznetsova, who joins as Head of Strategy, a newly created role designed to strengthen the agency’s brandformance offering. She joins from Dentsu Creative, where she served as Group Strategy Director and worked on THE ICONIC’s award-winning “Got You Looking” campaign.

“Nat’s hire is one of the most important strategic moves we’ve made as an agency. Brandformance only works if the strategy underneath it is fresh and airtight, connecting the creativity of brand-building and science of performance in a way that’s genuinely additive,” shared David Kennedy, Managing Director and Partner at WiredCo. 

“Nat’s already proven she can do that at the highest level, and having her lead strategy for us means every client gets fresh, sharp thinking and big ideas,” concluded Kennedy.

Oliver Carthy has also joined as Head of Media & Strategy, bringing more than a decade of experience across agency and client-side roles, including leadership positions at Carat Sydney and Nestlé Nespresso.

Angela Hampton, Founder & CEO, WiredCo., said “Ollie is a genuine growth expert. He’s built and scaled media businesses from the inside, he understands how media performance and brand outcomes connect, and he lives and breathes brandformance the same way we do. That’s rare.”

“Bringing someone with his calibre into lead paid media is a huge statement of intent about where we’re taking this agency next,” added Hampton. 

To support growing client demand, WiredCo. has also expanded its earned media team with the appointments of Sophie Young as Senior Account Executive and Cobey Johnston as Account Executive.

Michelle Hampton, Managing Director and Partner at WiredCo., said “Earned budgets are growing faster than any other part of our business, and it’s not by accident. Brands are realising that earned media doesn’t just build reputation — it’s increasingly the raw material that large language models (LLMs) like Claude and ChatGPT are pulling from to inform what they recommend to consumers.”

“If you’re not earning organically created, third party content, that’s GEO optimised, you’re not showing up in the answers people are getting from AI. That shift is driving real demand, and Sophie and Cobey joining the team means we can meet it head-on,” added Hampton. 

The agency has also strengthened its AI visibility and search capabilities, appointing Amy Vu as SEO & GEO Lead, Haiying Tang as SEO & GEO Executive, and Irene Sang as Paid Media Specialist.

According to WiredCo., the appointments reflect increasing demand from brands for integrated services that combine strategy, media, earned communications, and AI-driven discoverability.

The agency’s earned media division has been one of its fastest-growing areas, with headcount increasing by more than 40% and profits rising by 36% year-on-year.

WiredCo. said the expanded leadership team will help the agency scale its capabilities and continue delivering its brandformance model, which combines brand-building and performance marketing to drive measurable business outcomes.

By investing in senior talent across key disciplines, WiredCo. is positioning itself to meet growing demand from brands seeking stronger visibility across both traditional and AI-powered channels.

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Based in Melbourne, Gatt will work across Omnicom Oceania and focus on supporting clients as they rethink how agency capabilities, data, and technology can be integrated into more connected and scalable marketing models.

The appointment comes as companies increasingly reassess their marketing operating models, moving beyond fragmented execution toward systems that integrate data, technology, and agency capabilities. According to the company, this shift reflects growing demand from brands seeking more accountable and effective growth through coordinated marketing ecosystems.

In the role, Gatt will focus on connecting the capabilities of Omnicom’s wider ecosystem, including the group’s marketing orchestration platform Omni as well as advisory services from Credera and The Loom, alongside broader data, technology, and agency expertise.

Gatt joins from Deloitte, where he led marketing transformation initiatives across sectors such as telecommunications, retail, and financial services. He brings more than 15 years of experience, with a focus on marketing automation, operating model design, and translating technology capabilities into commercial outcomes.

Nick Garrett, CEO of Omnicom Oceania, said the role reflects evolving client needs around marketing transformation.

“The vast majority of conversations we’re having with clients right now and what we’re seeing in new business, is about operating models and a broader need for marketing transformation capability, not just marketing execution. It’s no longer just about how we evolve our own business around a client, but how we help clients redesign theirs.

I’ve worked closely with Gatty previously and have seen the commercial impact he can deliver. He is as talented as he is nice and will be a huge asset to our clients’ businesses. There are very few people in the Australian market with the depth of expertise in this space that Gatty brings, and that’s exactly why this role is so important for us”.

Gatt said “The pressure on brands to unlock value from AI has never been greater, but most are using it to go faster down the same road. The work I’m most excited about is helping brands ask whether they should be on that road at all and designing something better. Omnicom has everything needed to do that at real scale”.

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Developed by Droga5 ANZ, part of Accenture Song, the campaign features a fictional small business owner named Maria and illustrates the potential impact of hiring the wrong employee.

The initiative is based on research conducted by SEEK in partnership with Nature, which found that hiring the wrong person can cost small businesses up to 26% of an employee’s salary, in addition to wider operational impacts on the organisation.

The campaign also highlights SEEK’s AI-powered recruitment tools designed to help SMEs identify suitable candidates more efficiently. These include AI job ad writing capabilities that generate job advertisements quickly, AI-driven recommendations that prioritise potential matches, and Talent Search features that allow employers to proactively find and contact candidates.

Building on the platform’s longstanding “SEEK and you shall find” brand positioning, the campaign adopts a “fish out of water” narrative approach. The story is told from the perspective of a small business owner in a mockumentary-style format, depicting the challenges and consequences of a poor hiring decision.

While the campaign incorporates humour and exaggerated characters, it is anchored in a common challenge faced by SMEs, where hiring decisions can have significant effects on day-to-day operations.

SEEK Chief Marketing Officer APAC, Maryanne Tsiatsias, says: — “SMEs are more time poor than ever before, and at SEEK we are always investing in product experiences that offer the best possible matching capability for SMEs to find the right person for their business. A wrestler in an antiques store is a light-hearted, entertaining way to visually demonstrate the impact a wrong hire can have – and exactly why having the right tools to find the right match matters so much.”

Droga5 ANZ Creative Director, Connor Beaver, says: — “Ricky the wrestler is a lovable guy, but he’s not quite the right fit for an antiques shop. We think these spots do a great job of highlighting how SEEK’s tools can really give SMEs a leg up in the hiring process – and we’ve loved working with the team at SEEK to bring them to life.”

The campaign comprises three 30-second films, each demonstrating how SEEK’s tools can help small businesses find suitable candidates quickly. It is running across broadcast video-on-demand, online video, radio, search, display, social media, and SEEK-owned channels across Australia and New Zealand.

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Momentum Worldwide operates as a strategically driven brand experience agency, delivering across touchpoints ranging from large-scale events and activations to advertising content and integrated campaigns. The agency’s portfolio includes brands such as American Express, Heineken, Lion Australia, Endeavour Group, SAP, and Genea Fertility.

In this edition of Agency Leadership Decoded, Jen shares how her leadership philosophy is rooted in empowering people, building a culture grounded in genuine care, and embracing the courage required to push ideas forward in the experiential marketing space.

Leading with enthusiasm and high expectations

For Jen, leadership is deeply connected to the belief that people perform best when they are empowered to reach their full potential.

“I’ve had many experiences that I call upon, and one simple fact has shaped much of my approach—people and organisations thrive when they lift themselves to their full potential,” she explains.

This belief informs how she leads the agency, combining energy with accountability across teams.

“My style, therefore, is to lead from the front with ‘contagious enthusiasm’, whilst also encouraging accountability and passion. I have a disdain for mediocrity, and refuse to spoon-feed. I celebrate and support awesome individuality—the wild, the wacky and the wonderful blend of humans striving, together, for greatness.”

Growth and creativity go hand in hand

As managing director, Jen does not see business growth and creativity as competing priorities. Instead, she believes the two are inherently connected through the right mindset.

“I actually believe that creativity and innovation arises from a growth mentality,” she says.

At the heart of the agency’s approach is a guiding philosophy: Make it Matter. For Jen, this means going beyond delivering results on paper and truly understanding what matters most to clients.

“For our clients that’s not only about work that shifts the dial but a real desire to understand what is important to them,” she says.

Often, those priorities extend beyond business metrics.

“Often these are personal things—based around their life, childcare requirements, passions or problems. When we seek to really connect and deliver in a human way we are creating a culture internally at the same time, one about shared success, and growth that comes the right way, with honesty and integrity.”

Building a culture that “makes it matter”

Internally, the same philosophy shapes the culture Jen is striving to build at Momentum Worldwide.

“When we talk about ‘Making it Matter’, this is also a mantra to ourselves,” she explains. “A culture that strives for excellence but is based in genuine human care, for work and for each other.”

The agency’s internal values reflect this mindset, with principles such as Sleeves Rolled Up, representing a can-do attitude; Trousers Rolled Up, encouraging bravery and new ideas; Hand on Heart, emphasising care for colleagues and clients; and Puppy Dog Eyes, highlighting curiosity and passion.

Together, these values shape how teams approach both collaboration and the work they produce.

Breaking down silos across teams

In an agency where experiential campaigns require tight collaboration across strategy, creative, and production, Jen believes rigid role boundaries can often hinder great work.

“That’s an easy one—we blur the boundaries and we don’t stay in our lane,” she says.

It should be noted that the agency has delivered major projects including activations at Formula 1 for Heineken and the Amex Presents concert series at Qudos Bank Arena, featuring global artists such as Teddy Swims and Dua Lipa, while also securing new projects with SAP and Lion Australia.

For her, strong collaboration means ensuring each discipline understands and contributes to the broader vision.

“A great creative has to be part strategist and a great producer has to have a real appreciation of the creative intent,” she explains.

While discipline leaders ultimately guide decisions, she emphasises that improving ideas is a collective responsibility across the agency.

“Discussion and enthusiasm to improve the thinking, idea or execution is all of our responsibility—it ties back to our ‘Sleeves Rolled Up’ value.”

The importance of honesty in client partnerships

Beyond internal culture, Jen believes the foundation of any strong client–agency relationship lies in openness and transparency.

Her answer to what defines a successful partnership today is straightforward: “Brutal honesty.”

“Any strong relationship is based on leaving ego at the door, clearly defining goals and expectations and then driving hard, together, to get there,” she says.

However, she notes that the current industry environment sometimes discourages such candour.

“I feel there is a real fear about being truly, brutally honest in the current landscape and I really believe this is diluting our bravery, the quality of thinking—second guessing—and the resulting work.”

For Jen, honest communication benefits both sides of the partnership.

“Brutally honest means a client feels equally comfortable calling out when we’ve pushed too far as they do celebrating when we’ve landed somewhere wonderful,” she explains. “It also gives agencies permission to request a reset, clearer lines of communication, or equally celebrate when the relationship and feedback is flowing well.”

Why bravery will define future agency leaders

Looking ahead, Jen believes the defining quality for agency leaders in experiential marketing will come down to a single trait: courage.

“Bravery,” she says. “That isn’t meant to be flippant, but it’s about having courage and conviction.”

For her, bravery means more than simply pushing creative boundaries. It involves taking responsibility for people, ideas, and the trust clients place in agencies.

“It means being vulnerable and taking personal responsibility for our people, for the ideas we put into the world and acknowledging the clients who are brave enough to entrust us with their brands.”

As experiential marketing continues to evolve, Peace’s perspective highlights a core truth about leadership in the industry: that meaningful brand experiences are ultimately built on the courage to champion bold ideas, empower people, and pursue work that truly matters.

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The campaign is based on the idea of the “Grit Shift,” described as the demanding period before the day begins or after it ends, when many essential workers continue their tasks outside typical daylight hours. 

According to Nissan, the concept reflects the resilience and effort involved in this work, positioning the Navara as a vehicle that has supported such roles across the region for the past 40 years.

Developed with creative agency TBWA\Melbourne, the campaign shifts away from traditional utility vehicle advertising that typically focuses on strength and rugged environments.

Paul Reardon, chief creative director at TBWA\Melbourne, said, “Often traditional Ute advertising fixates on brute strength; the vehicle, the driver, the rough terrain. Our challenge was to make Navara feel unmistakably real, because the real hustle isn’t just physical, it’s mental. So, we showed restraint, and put the focus on the quiet, unspoken toughness of the people who rely on Navara to get the work done, while the rest of us sleep.”

Stephanie Gwee, creative director at TBWA\ Melbourne, commented, “The insight around mental toughness gave us permission to change the grammar of Ute advertising. Instead of performance and posturing, we leaned into purpose, the calm resolve it takes to keep moving when no one’s watching. That’s why we filmed it entirely at night: to meet people on the Grit Shift and pay respect to the ones who keep both countries running.”

Meanwhile, Bilgen Tug, director of brand and customer experience at Nissan Oceania, said the campaign reflects the longstanding relationship between the vehicle and its users.

“Built for the Grit Shift is a simple statement of what Navara has always been in Australia and New Zealand, a Ute people choose because it has earned its rightful place. After 40 years on our roads, Navara’s legacy is built on trust. This campaign launch is designed to strengthen that trust, by recognising and acknowledging the hard work and the people behind it and backing it with capability and reliability that stand up, day after day, night after night,” she said.

The campaign’s hero film follows a medic finishing a demanding night shift, taking a moment inside her Navara while speaking with her father on the phone. The conversation highlights a shared work ethic across generations.

Throughout the film, scenes move through different “Grit Shifters,” including a farmer transporting a horse float in pre-dawn rain, a tradesperson navigating rugged ground in a rail yard late at night, and a fishmonger unloading the day’s catch after an overnight haul. The story concludes with a quiet moment as the medic and farmer acknowledge each other at an intersection with a brief wave.

To capture the setting authentically, production took place overnight from 6:00pm to 6:00am across several locations in Victoria, featuring local talent working within their real-life environments.

The campaign will run across multiple channels including TV, online video, digital, radio, social media, and out-of-home placements. Nissan also plans a bespoke digital out-of-home activation across 68 sites in Australia, spanning areas from Far North Queensland to rural Victoria and key metropolitan corridors.

Gwee also added, “By airing the campaign 15 minutes ahead of the scheduled light up time of the digital billboards, Nissan captures a less cluttered window and meets Grit Shifters in real time, on their clock; the early starters, late finishers and the shift changers. It’s timing-led relevance, not broadcast noise.”

According to Nissan, the campaign aims to position the Navara as a partner for workers who operate during the hours when much of the population is off duty, while placing the experiences of those workers at the center of the story.

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Biddle joins the company after 14 years at Meta, where he most recently served as director of retail media network strategy and solutions. In that role, he worked with retailers and managed relationships with major retail advertisers during the development of the company’s commerce platform. He also developed five patents related to advertising and commerce.

He brings over 25 years of experience to Zitcha, having also previously held roles working with Walmart, Leo Burnett, as well as Kraft and Kellogg. 

At Zitcha, Biddle will lead the company’s global commercial strategy, working closely with retailer and brand partners. He will also support the development of new capabilities that the company plans to introduce later this year.

“Retail media networks are entering a phase where execution and foundations really matter. Most retailers do not want to build and maintain complex media infrastructure on their own, and many simply can’t. What they need is a partner they trust,” said Biddle. “Zitcha stood out to me because of the strength of its engineering, the stability of the product, and the way the team approaches the real challenges retailers face as they grow their media businesses.”

Commenting on Biddle’s appointment, Troy Townsend, chief executive officer at Zitcha Group, said, “Steve has seen retail media from every angle, as an agency leader, a retailer, and a platform operator. That perspective is incredibly valuable. He understands what retailers and brands need to succeed, and he understands the technology required to support that at scale.”

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In Australia, the agency was appointed following a competitive pitch to lead activation for Goodman Fielder’s CSR Sugar portfolio within the grocery baking category. The engagement marks Curious Nation’s first work with the FMCG company. The agency will focus on shopper activation aimed at influencing purchase decisions at shelf and building preference over private-label alternatives throughout the year.

Curious Nation has also been appointed by Italian company ILLVA Saronno to lead an activation in Japan. The agency said the win reflects its experience delivering brand experiences across Australia and New Zealand as well as in international markets.

In New Zealand, the agency has been engaged by a major local media company to create and deliver an immersive showcase and networking event as part of an experiential brief.

Meredith Cranmer, co-founder and managing director of Curious Nation, said: “This run of wins is a powerful validation of what Curious Nation stands for, bold creativity grounded in strategy and experiences that are designed to actually move the needle for brands. From Goodman Fielder, continuing to deliver for leading brands in New Zealand, to an activation in Japan, it’s an exciting way to start the year and a clear sign that clients are looking for agency partners that can combine insights with creative execution and work in multiple countries.”

The new business announcements follow the launch of Curious Nation’s inaugural Activation Effectiveness Barometer, described as the first benchmark study of senior marketers examining how activations — from experiential and retail media to sponsorships and sampling — are measured, valued and prioritised across Australasia.

Launched at the end of 2025, the study gathered responses from more than 80 senior CMOs and marketing leaders across Australia and New Zealand. The findings indicated that significant investment continues to flow into below-the-line (BTL) activity each year, though many marketers report limited confidence in measurement. Despite this, 60% of respondents expect BTL budgets to remain steady, while 28% anticipate increased spending this year.

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The collective will work in partnership with agencies across Publicis Groupe’s Australia and New Zealand operations.

Le Truc was originally established in New York as a centre of excellence integrating creativity, strategy, media, data and technology within a single model. The ANZ iteration aims to apply the same philosophy with a local focus. 

The name Le Truc is derived from the French term for “the thingamajig,” reflecting the idea of concepts emerging from collaboration across diverse disciplines.

Andy Bird, founding partner and chief creative officer at Le Truc, said, “Le Truc was created to unlock possibilities that do not fit neatly into one discipline. And to break the model and give opportunities to creatives who don’t necessarily fit into a traditional agency department… hence our name Le Truc – ‘The Thingamajig’. ANZ has the talent, the clients and the ambition to take this model somewhere new.”

Le Truc ANZ will be led by Dave Bowman, chief creative officer of Publicis Groupe ANZ, together with executive creative directors Katrina Alvarez-Jarratt and Iain Nealie.

Alvarez-Jarratt who has been recognised for work spanning innovation, behaviour change and digital craft, commented, “Clients want partners who can help them make category-defining moves. Le Truc is built to deliver that without the usual constraints.”

Nealie returns to Publicis Groupe after more than a decade at Google APAC, where he led regional innovation initiatives and worked on creative products and technology-enabled brand platforms. He said: “It’s great to be back. Le Truc offers the kind of opportunity creatives dream about. The speed of a startup, but with the talent and capabilities of the entire Groupe behind you.”

Bowman described Le Truc as an addition to the Groupe’s existing structure. “Le Truc is a shapeshifting creative collective that brings different thinkers together to solve problems requiring a new kind of approach. It adds firepower without stepping on toes and opens the door to new types of work.”

Michael Rebelo, CEO of Publicis Groupe ANZ, added: “The shape of this collective will help Publicis Groupe ANZ unlock exponential creative opportunities for our clients and agency brands, giving us another format to bring creativity to our clients’ business challenges.”

According to the company, Le Truc ANZ will collaborate across Publicis Groupe agencies in the region to develop new forms of creative innovation and brand experiences aimed at advancing category standards and regional creative capabilities.

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Hosted by the Australian Loyalty Association (part of Loyalty Group APAC), the APLAs has recorded a significant increase in entries from Australia, New Zealand and across the broader Asia Pacific region. 

Loyalty innovation in a volatile environment

As brands face increasing pressure to retain customers in a volatile economic environment, loyalty has become a critical strategic battleground. The finalists announced for the 2026 Asia Pacific Loyalty Awards demonstrate how leading organisations across the region are driving stronger customer engagement, trust and long-term value.

Building on the strong momentum of previous years, the 2026 program, This year’s Awards span 18 categories, including Best Overall Loyalty Program across Retail, Financial Services, QSR and Travel, as well as Best Use of Digital Technology, Best Use of AI, and Best Social or Sustainability Initiative. All submissions were assessed by an independent panel of senior loyalty, marketing and customer experience experts from across APAC.

Among this year’s finalists are some of the most recognisable brands across the Asia Pacific region. Featured shortlisted organisations include, Z Energy, Accor Hotels, Commonwealth Bank, Westpac, Woolworths Group, Flybuys, Telstra, Virgin Money, Myer, David Jones, Genesis Energy, McMillan Shakespeare, Dan Murphy’s, Priceline, The Distributors, The Iconic, Mitre 10, NRMA, IGA, Motor Culture, Prezzee, Adore Beauty, Luxury Escapes, Red Rooster, Schnitz, One New Zealand, Bridgestone Tyres, AAMI and Foodstuffs. Together, they reflect the depth, diversity and maturity of loyalty innovation across retail, financial services, travel, hospitality, energy and telecommunications.

This year’s submissions were supported by a range of leading loyalty, technology and service partners, including Mastercard, Eagle Eye, Ellipsis, Ascenda, Simplicity Loyalty, Wink, Talon.One, Gratifii and Tall Bob. 

Loyalty innovation set to grow across APAC

The outcome of the awards is aligned with the latest trends in loyalty growth across APAC. Recent data shows the loyalty market in Asia Pacific is expected to grow by 16.3% on an annual basis to reach USD$35.83 billion in 2025. The loyalty market in Asia Pacific is forecast to continue to grow over the forecast period and is expected to record a CAGR of 13.8% during 2025-2029. In fact, the loyalty market is expected to increase from US$30.81 billion in 2024 to reach US$60.03 billion by 2029.

From a technology standpoint, the latest research also shows loyalty programs in Asia-Pacific are evolving toward super apps, gamification, AI-driven personalisation, and fintech integrations. The region is witnessing a rise in coalition loyalty models, subscription-based rewards, and ESG-linked incentives driven by digital transformation and changing consumer behaviors. Over the next few years, businesses that align loyalty strategies with digital ecosystems, sustainability efforts, and AI-powered engagement will lead to customer retention and long-term brand loyalty in APAC.

“The calibre of loyalty programs in the region continues to rise alongside the expanding regional footprint of the Awards,” says Sarah Richardson, CEO of the Australian Loyalty Association. “This year’s finalists exemplify how loyalty has evolved beyond traditional programs to deliver meaningful, long-term value for both customers and organisations.”

Miranda Bliss, head of loyalty at Miele, agrees, saying the quality of the submissions clearly demonstrates how critical loyalty programs have become. 

“Organisations are moving beyond just points-based models to build emotional engagement,” she says. “As brands seek better data to deliver highly personalised and relevant experiences, loyalty teams are providing the infrastructure that enables this transformation.”

Winners will be announced at the Asia Pacific Loyalty Awards Gala, taking place on 19 March 2026 at Sofitel Melbourne, one of the region’s largest gatherings of loyalty, marketing and customer experience leaders.

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Under the appointment, Bench Media will be responsible for integrated, full-funnel media strategy, planning and buying across Australia and New Zealand. The agency will work alongside Hisense’s existing network of specialist partners to support the brand’s next phase of growth in the highly competitive consumer electronics market.

Bench Media was selected for its integrated, strategy-led approach to media, which combines brand and performance under a single planning framework, as well as its ability to align global brand ambition with local market execution.

Nate Vella, head of strategy at Bench Media, said the partnership reflects a shared view on how media effectiveness should be achieved.

“Hisense is at an important inflection point in ANZ. It’s a brand with serious global scale, strong product suits and cultural relevance, particularly through sport and entertainment. The opportunity now is to connect that strength more clearly into everyday Australian and New Zealand lives, and to do it in a way that drives both brand and business outcomes,” he said.

The appointment comes as Hisense sharpens its focus on increasing brand salience and consideration earlier in the purchase journey, while translating global brand platforms into locally relevant, performance-driven outcomes across the region.

The company has recorded strong momentum in ANZ across home entertainment and white goods categories, supported by immersive product experiences, accessible innovation and global partnerships, including FIFA. Hisense is now focused on strengthening long-term brand equity while continuing to drive measurable sales growth across both retail and e-commerce channels.

Meanwhile, Michelle Wee, general manager of marketing for ANZ at Hisense, said the decision was driven by the need for a more connected and accountable media approach.

“As our brand continues to grow in Australia and New Zealand, it was important for us to partner with an agency that could bring together strategic thinking, local market understanding and measurable performance,” Wee said.

“Bench demonstrated a clear understanding of our category, our customers and the role media needs to play across the full consumer journey, working effectively and collaboratively within our broader agency ecosystem.”

The partnership will focus on strengthening Hisense’s presence across the entire consumer journey, from early-stage brand consideration to retail conversion and post-purchase engagement. This will include an emphasis on digital-first planning, retail media integration, data-led optimisation and sponsorship amplification.

The appointment also adds to Bench Media’s growing client portfolio across sectors including retail, technology, FMCG, health and education. Founded in Sydney, the agency is led by co-founders Ori Gold and Shai Luft and has evolved from its digital roots into a full-service media agency.

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