Ex-Smart CD Dan Gregory joins Newrepublique as creative chairman

The fall out of the merger between Smart and McCann has benefited digital agency Newrepublique, which has signed former Smart co-creative director and regular Gruen Planet panelist Dan Gregory.

Gregory, who left Smart the day after the merger to form his own company, The Impossible Institute, joins as creative chairman.

The move marks the first time in Australia that a ‘heavyweight brand specialist’ from a traditional background has joined a digital agency, according to the agency’s CEO Nima Yassini.

Gregory will continue to work at The Impossible Institute, which will serve as a brand strategy arm for Newrepublique. “Dan has been with us for three weeks, and it’s been working really well,” said Yassini. “We’re still working out how much time he will spend with us in the week.”

As part of his contract, Gregory will not be working on any business currently held by his former agency, whose clients include Coke – a Newrepublique client – Specsavers and Tiger Airways.

He will sit on the Newrepublique board.

Yassini added: “Having Dan on board will enhance our offering, helping brands transition online to sell better and engage more fully. Our agency will be the first to engage a heavy weight traditional brand specialist within digital strategy.”


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