Haystac appoints Jason Carnew as national GM

Haystac has promoted Sydney general manager, Jason Carnew, to national GM following on from Dentsu Aegis consolidating its PR agencies into two “super” brands, Haystac and Cox Inall, in March.

Tim Powell and Jason Carnew

Jason Carnew (right) is Haystac’s new national general manager and will work closely with Tim Powell (left)

The agency has also picked up a number of new clients recently, including project work for Motorola in Melbourne and Advisor Ratings in Sydney.

Carnew, who joined The Pop Agency in December 2015, was made GM of the Sydney office of Haystac in February with his new role seeing him run the Sydney and Melbourne offices alongside Tim Powell, managing director of BWM Dentsu Public Relations Australia.

Prior to Haystac, Carnew was a senior digital account director at Havas and has also worked for the likes of Saatchi & Saatchi and BMF.

Speaking with Mumbrella, Powell said Carnew’s appointment was directed by the desire to drive “better integration with BWM Dentsu resources”.

“We share clients with other networks and if we can show Haystac to be very mindful of how other disciplines work and where we can add value we think that’s a sustainable competitive difference for us, because it’s what clients want,” he said.

In other appointments, Haylie Marchant who has been running the Brisbane office, has been appointed as the Brisbane general manager.

With the company expanding throughout the year the Sydney office now has a strong client base in financial services, working closely with Eftpos and Advisor Ratings.

The Melbourne office is also expanding, winning BP in August, while Brisbane has won Subway, Capilano Honey, Youi Insurance and Sygma.

Throughout the companies transformation and growth in employees Haystac has implemented a new integration director for each office to “understand the processes, the outputs and what everyone is being judged on in the network”.

“In part we lean into the network we’ve already got but then what we’ve also found is you actually have to also invest in some other roles.

“It is an investment because while we sit within a creative agency we obviously have the entire DAN network and so their role as we move forward will continue then to understand all of the key agencies and network as well,” Carnew said.

Carnew described the role as potentially short term however he said: “the role of PR more and more is going to become a partnership with media and creative agency paid search so having an understanding of where each of those industries is moving towards and how things are changing, that’s difficult for someone working the 9-5 all the time”.

Having employees studying and learning as part of their job is a necessity and something which probably won’t change within the workplace, he said.

The company hopes their two pronged approach will enable their strategist’s to lean on BWM and “lift up our strategic chops and into that brand space not so that we can take a leading role but that we can play pretty active supporting role in some of those really bigger campaigns” said Carnew.

Looking to the future, Powell said: “We’ve been really having a look at what is influence in a contemporary comms agency and a digital economy so we think public relations will survive well into the future but I think we need to redefine the role we play.

“What you can expect from Haystac in 2017 is a re-definition of what influence is in a digital economy and you can expect us to work with new tools that make PR much more relevant in a digital customer journey”.

Haystac nationally has 58 staff.


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