It’s Friday launches full service media division, appoints ex-Havas, dentsu talent to lead
Independent creative agency It’s Friday has expanded its offering, launching a full service media arm led by Michelle Miroforidis.
In a bid to out-think rather than out-spend competitors, the introduction of a media division marks a significant step in It’s Friday’s two-and-a-half year journey since launch. It will aim to drive connected brand experiences for clients, and create innovative media solutions.
“The introduction of media thinking in the agency gives our clients an edge in the way we go to market,” said Pete Bosilkovski, chief executive of the agency.
Michelle Miroforidis and Pete Bosilkovski
“Our ethos is to continue to deliver creative solutions that out-think, not out-spend. Having the ability to solve problems in a connected way will further deepen our ability to deliver brand experiences that are impossible to ignore.
“Cost pressures are one of the biggest issues facing clients, so we strive to innovate the way we go to market versus out-spending our competitors. We cannot wait to unleash connections thinking in our problem solving to give our clients the edge in delivering greater effectiveness and ROI.”
Miroforidis joins as head of connections strategy at It’s Friday after a stint as acting head of strategy at Havas Media. Prior to that, her 16-year career includes experience as national head of content and partnerships at dentsu, APAC connections and media lead at Airbnb, Naked, Spark Foundry, and more.
“I’m thrilled to join the impressive team at It’s Friday,” she said of her appointment.
“Their dedication to powering brands with a distinct Friday-like energy through the seamless integration of brand, creative and connections thinking, immediately struck a chord with me.
“I can’t wait to join forces with the team to create a game-changing connections product, providing clients with channel-agnostic strategies across the customer journey.”
Bosilkovski continued: “We’re thrilled to have Michelle on board and leverage her tremendous experience working in environments where connected thinking was at the core of success.
“Working alongside our strategy team, Michelle brings a whole new dimension and energy to the way we will unlock effective brand solutions, connecting people and brands, in ways that are impossible to ignore.”
The agency has also had a “significant” new business win, soon to be announced.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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