Innocean Australia gets a new chief strategy officer

Gual Barwell has been appointed as chief strategy officer at full-service agency, Innocean Australia, effective immediately.

The agency said the appointment comes as it “continues to strengthen its integrated offering”, with Barwell set to lead the strategic discipline across the agency, “providing leadership across business, creative, communications, digital and social strategy”.

Hawes, Bedir and Barwell

Since returning to Australia two years ago, Brawell has been working as a freelance consultant. Previous roles include global planning director in New York for JWT Worldwide and SVP, group planning director at DDB in Chicago.

Innocean CEO, Jasmin Bedir commented: “We’ve rebuilt Innocean into an integrated communications offering and executive creative director Wez Hawes and I needed someone with diverse experience who could lead the strategy function across the entire agency, including CX and digital. Gual has the skills and the experience to fulfil this role – he has a proven track record of delivering bold brand-thinking through a multitude of consumer touchpoints. We’re excited for him to join our team and helping us take the agency to the next level.”

Barwell himself added: “I was looking for a team that was equally passionate, competent, ambitious, and driven. I was initially drawn to the infectious energy of Jas and Wez who have built an agency with true technical and creative depth – whilst imbuing a start-up verve. I’ve been blown away by how strongly this ethos is lived by every person in the business. I can’t wait to help support our clients in achieving their goals, whilst continuing to build on the formidable strategic and creative know how the business has.”

To date. Barwell has worked on integrated strategy for clients including Nestle, Listerine, Audi, Gruppo Campari, and Diageo.

Bedir was appointed CEO of Innocean in 2020, with Wez Hawes joining as executive creative director from CHEP shortly after.

Innocean’s client list includes Kia and Hyundai, with both clients secured through the owner and founders of the agency being the Hyundai Motor Group. Last year the agency added both Tourism Korea and No Ugly as clients.


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