Alt/Shift wins Officeworks as its PR agency

Creative communications agency, Alt/Shift has been appointed to manage Officeworks’ national consumer public relations account following a competitive pitch process with previous agency, Haytsac.

The appointment will see Alt/Shift manage corporate and consumer-focused PR initiatives, in both a retained and project-based capacity, and to work alongside Officeworks’ other agencies, Initiative media agency, and creative agency, AJF Partnership.

Alt/Shift has already completed its first major campaign for the brand, supporting its EOFY marketing efforts, amongst a number of other smaller campaigns.

Officeworks joins Alt/Shift’s client portfolio that includes a suite of brands, including Mazda Australia, Smiling Mind, Deliveroo, TAC, Origin Energy, WISE Employment and REA.

Officeworks’ GM marketing, data and insights, Jess Richmond, said: “With their creative and strategic approach, Alt/Shift displayed an innate understanding of the Officeworks brand, and how we can continue to inspire every Australian to make bigger things happen. The team at Alt/Shift demonstrated a clear competency for working within an integrated agency model, and with a few campaigns already completed, we’re very optimistic for what lies ahead with this partnership.”

Alt/Shift managing director, Elly Hewitt, added: “We’re thrilled to be working alongside the talented team at Officeworks. The Big Blue Box has been a consistent in every Australian’s life — whether as a student, parent, passionate tech head, keen crafter or business owner—and we’re looking forward to translating this familiarity into strong results across earned and owned channels.”

In light of this client win and to support the expanding content and creative offering of the agency, Alt/Shift ihas made a number of new staff appointments and promotions.

Damian Davitt and Genevieve O’Shea join the Melbourne office as social media manager and content producer.David Ye and Omar Al Jabi have also joined as the paid performance media manager and senior creatives, working across both offices. 

Sarah McCarthy joined the Melbourne office as account director, while Steph McMullin and Clementine Donohoe join as account managers. Also joining the Melbourne Office, Bronte Mather has been appointed as account executive, Georgia Gogoll, Tilly Fennell and Paula Cardamone as account coordinators, and Charlotte Kaplan joins the Sydney team as senior account executive.

As well as the above new hires, the Alt/Shift team has seen a number of internal promotions in the Melbourne team. Alycia Jack and Sophie Truter step into the role of account directors, and Joey Gan has been promoted to senior account executive.

 “Our people are our greatest strength, and attracting and retaining the industry’s brightest talent has always been our top priority. Through significant investment in culture, professional training opportunities and promoting in a timely manner, we have a highly engaged team delivering some truly exceptional work,” Hewitt concluded.

In September 2018, Alt/Shift has launched a content creation arm, led by content and social media director Steph Grapsas.


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