Indie By All Means appoints ex-McCann MD, Georgie Pownall as managing partner

Melbourne-based independent creative agency, By All Means has appointed Georgie Pownall as managing partner, with the ex-McCann MD and GM of Publicis Australia joining after a two-year stint at Communicado.

Pownell’s time as managing director of Communicado included growth from 19-32 staff, as well as client wins including Danone, Gordon Legal, Nourished Life, Terragen Biotech, Tassal, and Mt Elephant.

The By All Means leadership team

Co-founder and managing partner of By All Means, Mat Cummings said: “We’ve been plotting and planning for a long time to get Georgie on board. Her joining is a momentous next step for BAM and we look forward to taking things to the next level with her onboard.”

Pownall added: “I’m thrilled to join this remarkably talented and kind team, and can’t wait to partner with more brands to create impactful and inspiring communications.”

Her role will see her “bring her management and strategic skills” to work on continuing the growth of the agency. Pownall’s wider experience includes senior roles at agencies including DDB, CHEP Network, Cummins & Partners, as well as the previously mentioned Publicis and McCann. This has included a wide range of client work including NAB, Mattel, L’Oreal, Target, Bupa, CHU, Heinz, Bakers Delight, and more.

By All Means was founded in 2014, and works with clients including RACV, REA Group, Fiverr, and Clarks. Recent wins include My Plan Manager.

The agency recently moved from its home in Collingwood to the CBD in Melbourne.


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