Little Black Book launches in Australia, headed by ex-WPP Toby Hemming

Former WPP AUNZ head of marketing and communications, Toby Hemming is heading up the APAC launch of Little Black Book, a creative-driven communications platform, Mumbrella can reveal.

Hemming told Mumbrella that the global platform is aimed at servicing and providing a creative output for the creative industry. He said that it looks to avoid some of the “toxic comments sections” found in other creative trade publications.

The launch signals an on-the-ground expansion into the region, which will be run by Hemming as managing director out of Australia. Little Black book, an established platform is already present in over 75 markets globally, however setting up shop in the region aims to “accelerate” the platform’s audience and membership-base of companies across the marketing, comms and creative industries.

Hemming, heading up the local launch of Little Black Book

Hemming closed his B2B PR agency, Bold Media in 2020 during COVID, and was subsequently hired as the head of marketing and communications for WPP AUNZ. He then departed the global communications group in 2021, shortly after CEO, Jens Monsees.

In his Sydney-based role, he will lead the commercial and strategic direction of LBB. which will include a local newsletter, web presence and editorial output, covering the APAC region, with a focus on the entire APAC market. LBB plans to make a number of hires across the region in the coming year, including editorial, PR and commercial staff.

Hemming added that it is an important moment for creatives across Asia-Pacific: “Having known Matt and LBB for some time, I have been consistently impressed by the hard work and dedication of partnering with the creative community for the common good. Creative talent across the Asia Pac region is amongst some of the globe’s best, consistently over performing on a world stage. Having a common, high-quality platform to showcase and inspire is a great resource, and something I know the industry both respects and responds to”

“Having the opportunity to join the team in this pivotal role is a brilliant way for me to build upon my professional experience to supercharge the LBB community across the region.”

Founder and CEO of LBB, Matt Cooper said: “Over the past three years, LBB has experienced rapid growth. It is clear to us that our local / global model works and has become invaluable to many businesses and readers in the creative worlds. We have members in over 75 countries worldwide but the appetite we are experiencing in these countries can only grow. With confidence behind us, we are investing in putting exceptional talent on-the-ground in key markets across 2022 – starting with Asia Pac.”

“This is not only to provide our existing community with the best minds and tools to help them grow their businesses, but to show those who don’t know us how we can help them grow opportunities and fame.”

On Hemming, he added: “Toby is one of those exceptional people we’re bringing on board. His understanding of what it takes to make businesses in our industry heard is unrivalled and his experience in corporate communications in-market in Asia Pac is invaluable to the development of the wider offerings of LBB – the creative archive, the Immortal Awards and the Lab. Our aim is as simple as ever, to help many more celebrate and communicate the great work they do, daily.”


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