Innocean’s Wez Hawes reunited with former CHEP art director

Art director Effie Kacopieros has been reunited with former CHE Proximity colleague Wez Hawes after joining Innocean as creative director.

Hawes and Kacopieros worked together at CHEP in 2020 before Hawes became Innocean executive creative director last November.

After a near-two year spell at CHEP, Kacopieros has joined Innocean to oversee the creative work for Kia Motors in addition to working on the agency’s non-automotive clients and well work alongside fellow creative director Dan O’Connell

The appointment follows the hire of 10 staff in May as part of Innocean’s “multi-channel, CX and integrated approach”.

Hawes described Kacopieros as “one of the most talented art directors and conceptual thinkers I’ve ever worked with”.

“She’s passionate about her craft and will no doubt elevate everything she touches at Innocean,” he said. “This new leadership position we’ve created for Effie gives her the flex and support to mature as a creative leader and influence the industry. The whole Innocean team is extremely lucky to have her in our ranks.”

Prior to CHEP, Kacopieros had spells at Yes Agency, Host/Havas and Joy Agency, working on campaigns for Samsung, Optus, American Express, Audi, Air New Zealand, Lion, and Domestic Violence NSW.

Early in her career, Kacopieros was instrumental in creating a new category at Cannes with her team’s Cannes Lioness idea that started an industry-wide discussion around gender inequality.

Commenting on her new role, Kacopieros said: “Innocean has been making creative headlines. But they’re not just making world-class work, they’re making a difference. Jas’s (Bedir, Innocean CEO) recent initiative, ‘Fck the cupcakes’ champions equality and diversity in our industry.

“It’s an initiative I’m excited to be a part of, one that I think will change the industry and have a ripple effect across other industries.

“I’m looking forward to collaborating with our clients and team to create insightful, crafted, and memorable work. It’s an exciting time to be joining the agency.”


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