Australia — Independent agency WiredCo. has announced a series of senior appointments across strategy, media, earned and search engine optimisation (SEO) as it prepares for its next phase of growth following a strong year for the business.
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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