72andSunny’s Genevieve Hoey departs for client side role
72andSunny ANZ’s creative lead, Genevieve Hoey, has announced her departure from the agency to take on a client side creative role.
After one year and nine months at the indie creative agency, which recently celebrated its 20th anniversary in market, Hoey has moved to the LEGO Group as its new global creative director.
She brings a range of experience from adland to the role, having previously worked in New York at R/GA, Curious Futures and Alto, Amsterdam at Wieden + Kennedy and BSUR, and in Australia at M&C Saatchi, The Monkeys and more.
Sharing the news on LinkedIn, Hoey said: “Well, 10 year-old-me is pretty damn chuffed right now. Joining the LEGO Group as global creative director is an incredible opportunity to work with one of the world’s most admired and respected brands.
“As a child, playing with LEGO fueled my imagination. Now, as I see it bringing the same joy to my own kids. LEGO is an iconic brand with the power to positively impact generations. With my passion for building authentic brands with meaning and purpose, I can’t think of a better place to be.
“All the best to my beloved 72andSunny crew. We did great things, and I wish you excellent humans every success.”
72andSunny ANZ’s chief executive, Ross Berthinussen, told Mumbrella: “We thank Gen for the passion, energy and creativity that she brought to our culture, our business and client partners over her time at 72andSunny.
“We wish her all the very best in this epic role overseas and success for the future.”
Hoey’s new role will see her use her multi-dimensional and disciplinary marketing background, and passion for innovation, to tell LEGO’s stories in new ways. She will work within the Our LEGO Agency (OLA) group, which is responsible for driving comms and content experiences.
She will report to Carlo Cavallone, VP of creativity.
The LEGO Group has also welcomed a new director of comms, partners and operations for the EMEA region, Marina Banks.
Global head of OLA, and SVP, Nic Taylor, said: “I’m delighted to welcome Gen and Marina to the OLA team, and I’m confident each of their diverse, incredible backgrounds will help elevate our creative & operational practices at what is such an important time for our agency and brand.
“We are continuing to evolve our global approach and award-winning work between our HQ and hubs, and having the right talent to bring this thinking together is critical to the success of our teams.”
Mumbrella understands recruitment is underway for Hoey’s replacement at 72andSunny, and her responsibilities will be managed by the existing creative team in the interim.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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