FleishmanHillard ANZ makes four new senior leadership hires

Omnicom communications agency FleishmanHillard Australia and New Zealand has has made a number of new leadership appointments set to join the global FleishmanHillard network and TBWA locally.

After eight years with the agency, the last six as general manger, Jenna Orme has been elevated into the newly created role of managing director, with Lexi Penfold moving across from sister PR agency, Eleven, to take on the vacated general manager role.

Together, Orme and Penfold will lead the integrated communications agency into a new era, following the resurgence of the tourism industry resulting in growth amongst the agency’s client list, alongside FMCG and professional services wins.

Adding to the leadership appointments, FleishmanHillard has also selected two new directors for its corporate and consumer communication practices.

Heading up the corporate discipline is the newly appointed director of corporate communications, Emma Jane Edwards. Edward’s experience spans global agency networks, M&C Saatchi Group, Edelman, and Weber Shandwick, working across clients Coca-Cola, Samsung, Amazon and Unilever. Her appointment marks her return to FleishmanHillard following a previous stint in London.

On the consumer side, Alex Opitz has been promoted to the new role of director of brand marketing. Opitz joined FleishmanHillard in 2018, and her expertise in the travel, tech and luxury sectors developed over 15 years in the industry working across brands such as Luxottica, Cathay Pacific, Bose, Fitbit and Carnival Australia has proven integral to the growth of the consumer division.

Penfold said: “I am incredibly excited to stay within the TBWA family and transition into FleishmanHillard. I have watched the team from the wings this past year and look forward to getting stuck into the work and supporting a passionate and talented group of people who bring smarts and creativity to what they do, each day.”

Orme said: “It’s been a great eight years and I’m looking forward to the next phase with Lexi, Emma Jane and Alex. Our global smarts through the FleishmanHillard network integrated with sharp local insights and talent gives clients an edge as it moves into its next era and our people the chance to grow beyond our shores.”

Roberto Pace, group managing director, PR at TBWA, added: “FleishmanHillard is the quiet achiever of our TBWA Collective, going from strength to strength each year. It’s uniquely positioned to bring the best of the global FleishmanHillard network to life locally alongside what TBWA can offer through strategic and creative services. Kudos to Jenna, Lexi and the team for what they’ve achieved so far, and what’s to come.”


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