Marketing Featured ANZ

Enigma launches new brand proposition following talent investment

Australia – Independent creative, design and media agency Enigma has announced its relaunch with a new brand proposition, coinciding with bolstered capabilities in data, tech and performance of the agency.

The new brand architecture includes a new logo, colour palette and brand voice, as it further integrates its services to deliver a seamless output across the full customer journey. As part of its business transformation, Enigma commissioned independent research in consultation with renowned scientist Dr Shane Moon and global neuroscientist group, Neurons to learn more about the relationship between people and brands, specifically chemistry between people and brands.

The recent investment across Enigma’s business sees the brand evolve to offer expanded performance capability in SEO, CX, CRM, audience analytics, technology, and measurement, plus build a content hub specifically for digital and social creative.

John Gutteridge, national CEO at Enigma, said, “Enigma already has an iconic reputation across regional Australia and has built strong foundations to begin this next chapter. We’ve set ourselves some exciting goals with a clear roadmap in place, making the necessary investment in capabilities and talent, along with a restructure of how we operate to ensure a seamless integration of all the new and existing services.”

He added, “The new brand identity and proposition effortlessly emerged from the work we’ve done and the discussions we’ve had as a group.”

Meanwhile, Enigma Founder and Director, Lisa Sutton Gardner, commented, “Working alongside John to refresh the brand’s offering is exactly where we need to be to meet our ambitious growth plans. Our new proposition supports our mandate to be able to learn, flex and adapt our output to help our client’s growth ambitions and become an agency built for the immediate future and beyond.”

She added, “In this past year, we have bolstered our Australian footprint opening a Brisbane office and expanding the Sydney team, this compliments our Newcastle team – which includes a 40-strong media team – plus making strategic investments and adding specialist capabilities focussed on our data, tech and performance offerings.”

Marketing Featured ANZ

Olivia Hannah Matthews named head of brand for AU creative agency Enigma

Australia — The creative agency Enigma continues to add senior talent to their company, this time by tapping the respected brand strategist Olivia Hannah Matthews as its new head of brand.

A highly experienced executive brand strategist, Matthew holds an extensive understanding of the industry. She brings 20 years of creating, managing, and driving established global and Australian brands to Enigma. In her new remit, she will lead the Enigma Brand team in strategy across Sydney, Newcastle, and Brisbane.

Matthews has led expert brand strategy for hundreds of brands during her career, including her early days at Leo Burnett London, where she worked on Kellogg’s, before stints at top Australian agencies including LOUD, Love, and The One Centre Brand Agency.

Commenting on her appointment, Matthew’s said, “The opportunity to take this role at Enigma was too good to pass up. Enigma has a reputation for creating some of the most awarded and effective advertising in the nation. My passion is to provide businesses with a clear, strategic brand blueprint that truly differentiates them in the market, delivers customer engagement and of course, results. I’m looking forward to bringing this to the Enigma team and its client base.”

In 2009, Hannah Matthews established her own creative consulting business, working on projects for PwC Australia, Lend Lease, Vow Financial, and the I-MED Network. More recently, she led the brand and creative work for Gowing Bros Limited, a 150-year-old investment company, with a diversified portfolio of property and retail assets.

Lisa Sutton Gardner, founder and director of Enigma, said Matthew’s ability to provide strategic and creative thinking for brands would be an invaluable asset to the agency and its clients, as Enigma readies for significant growth.

Gardner adds, “With the agency continuing to grow with big plans, Matthew’s will bring her ability to not only manage, and drive established brands, but also to build them from scratch – something she’s been doing for the past 20 years.”

Her appointment is effective immediately and follows the announcement of John Gutteridge as the company’s new CEO and the designation of Karl Bates as the new executive strategy director.

Marketing Featured ANZ

John Gutteridge named as new CEO of Enigma

Australia — For the first time since its inception 30 years ago, Enigma has decided to create a new leadership role to help drive the expansion and growth of the agency with John Gutteridge’s appointment as CEO. He also becomes an equity partner in Enigma and will work closely with Lisa Sutton Gardner, founder and director of Enigma, to realise the agency’s ambitions to grow its services, capabilities, and clients.

Gutteridge brings 25 years of global marketing communications experience to the new role, with extensive experience in leadership, digital transformation, mergers, and acquisitions across APAC. He began his career in London before moving to Australia where he became CEO of JWT Australia and NZ. In 2016 Gutteridge became CEO of JWT and Mirum APAC, bringing together the creative and digital services under one cohesive vision across 17 diverse markets.

In 2019, he returned to Australia to lead the merger between JWT and Wunderman across five offices in Australia and NZ. He briefly left the industry to launch MAWDE, a D2C purpose-driven ecommerce clothing brand manufactures in Australia using sustainable materials.

Gardner, said, “We have run a healthy but understated business for three decades now and have been planning the next chapter for Enigma for more than a year. It’s rare that an agency with its roots in the regional centre of Newcastle, which has an incredible talent bed, has successfully expanded to Sydney and Brisbane – it’s a key differentiator for our agency and I like to say we were ahead of the curve of the ‘work from anywhere’ phenomenon.”

“Gutteridge brings to the CEO role all the skills, experience, energy, and passion I have been rigorously searching for. We found instant chemistry, he and I are both entrepreneurs, and he a great fit for our humble and approachable culture. I’m incredibly excited to work with John to realise our growth ambitions and expanded services,” Gardner added.

Commenting on his new role, Gutteridge said, “I felt inspired at the prospect of returning to the industry for the right opportunity, and this is exactly that. It was apparent very quickly that Garder and the Enigma team have created a fantastic business. Above all, it’s clear there’s a genuine ambition and commitment to take the business to another level and create a truly iconic and distinctive agency for the future”.

Enigma houses creative, media, brand strategy and design, with offices in Sydney, Newcastle, and Brisbane.