Eleven promotes Fiona Milliken to MD and Amy Ashworth to GM in Sydney

PR agency Eleven, part of the TBWA Collective, has promoted Fiona Milliken to managing director and Amy Ashworth to general manager in its Sydney office.

Milliken moves up from her role as general manager, which she was promoted to in 2017. She has been with the company for almost a decade.

L to R: Amy Ashworth and Fiona Milliken

On Eleven’s growth strategy, Milliken told Mumbrella: “Three years ago we set ourselves a goal to double in size and despite COVID, we’ve been fortunate to double the business. Part of this growth has seen us evolve from being comms to upstream business partners, helping solve business problems. We focus on work that makes a difference to the way people feel about brands, how they show up in the world and of course the bottom line. And doing this type of work is what makes our team want to be part of Eleven; to do things they have never done before, and hopefully, the best work of their career.”

For Ashworth, she moves up from her position as executive partner. Ashworth has been at Eleven for five years and has worked with clients such as Allianz, Mastercard and Kellogg’s.

Part of Eleven’s positioning statement and philosophy is turning ideas up to Eleven.

Ashworth said: “If ten is good then Eleven is great. Great is about doing the brave thing. It’s about ideas that seem unbelievable one moment, genius the next. It’s about ideas that disrupt, that don’t just defy the status quo but reshape it. It’s a way of thinking that’s embedded in our culture and everything we do.”

On Eleven’s unique position in the market, Ashworth commented: “We create cultural impact for brands through earned first creative ideas. We solve business challenges, not just comms challenges. But what makes us different is the hustle and the spirit behind our work. We don’t shy away from things that are hard. We make the impossible, possible. We get crazy excited about brave thinking. We’re ambitious for our clients. And we have a lot of fun with our people and partners while we bring the ideas to life.

“For example, for Tourism New Zealand, Eleven and TBWA (the collective we belong to) created the first real-world gaming walk through of a country, inviting the world to PLAY NZ online and increasing the user interaction on the website by 37% and dwell time to nine minutes. And for Contiki we hijacked the Great Resignation and inspired people to Quit for Contiki, giving up their 9–5 jobs and driving record online bookings.”

The PLAY NZ campaign was launched back in July 2020, towards the beginning of the pandemic.

On her time at Eleven, Milliken told Mumbrella: “I love ideas and people. Being at Eleven has allowed me to create and work with the best of both. Being part of the brand as a start up and now an established agency has meant there’s always been new challenges to change how our agency has shown up so it’s been like lots of different roles in one.”

In a media release, TBWA group managing director, PR Roberto Pace said: “Eleven years on it’s great to see that the agency is continuing to grow and make a difference. Fi and Amy have and will continue to be great leaders for our business, our partners and our people.”

The appointments coincide with the agency’s eleventh birthday.


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