Australia Purpose-driven integrated communications agency Think HQ has expanded its offering to include experiential capabilities with the addition of Emma Keatch to the senior leadership team as events and activations head.

Keatch joins Think HQ with 20 years of experience in events, brand activations, strategic partnerships, sponsorships, and marketing, including jobs at L’Oreal as events & artistry manager and Priceline as head of events and sponsorships. She has also served as a senior advisor on major events for Victoria’s Department of Education and Training and has led huge teams for the Victoria Racing Club and the Australian Radio Network on events, activations, and campaigns.

In the newly created role, Keatch will be in charge of the agency’s constantly expanding events and activations business offering. Hitting the ground running, Keatch has already brought on events and activations expert, Hayley Mitchell as events & activations manager. Mitchell has been the logistical and operational heart of a host of beloved large Melbourne events over many years, including Royal Croquet Club and The Fitzroy Mills Market.

Working alongside Broadsheet and Taboo Group through her own business REDTape, Mitchell has produced bespoke events for brands including MECCA, Haagen-Dazs, Nike, Brown Brothers and Mercedes Benz. Her focused approach to excellence in execution cuts through the hard work and paperwork to allow her client’s creativity to breathe. During the 2020/21 lockdown, Mitchell took on the ambitious task of managing the renovation of an iconic hospitality venue Ponyfish Island.

Keatch and Mitchell have already embarked on their first project for Think HQ – the enchanted forest-themed COVID-19 vaccination hubs for five-to-11-year-olds across Melbourne.

Keatch shared, “I am elated to have stepped into this role with such a forward-thinking and purpose-driven business. I relish the opportunity to support the Think HQ team to continue to create meaningful experiences and real positive connections. It goes without saying, I also feel terribly lucky to embark on this journey with the very talented Hayley Mitchell and look forward to seeing the magic we can create as a team.”

Jen Sharpe, founder and managing director of Think HQ, commented, “Over the years, Think HQ has run numerous events for a range of clients, so the creation of our experiential arm felt like a natural next step. We have had a keen interest in the offering from clients already, and I couldn’t ask for a more talented, creative, and experienced leader than Emma.”

She added, “I’m thrilled to have these two exceptional pros join Think HQ to spearhead our experiential team. Emma and Hayley’s proven capabilities will be invaluable as we continue to deliver integrated, powerful, and purposeful experiences that build deep connections and create positive social impact for clients and consumers alike.”