Mahlab apppoints Addie Freyne as its first communications director

Content marketing and communications agency, Mahlab, has appointed Addie Freyne to the newly created role of communications director.

Freyne will be leading Mahlab’s key clients’ strategy as well as the development of the agency’s communications business.

Head of PR, comms and social Lily Carlyon, founder Bobbi Mahlab and Addie Freyne

Freyne was previously at Edelman where she was an account director on B2B technology clients Adobe, Infosys, Informatica and SC Johnson. Since her departure in December she has worked on her own business The Social Producers, which she co-founded in January 2018.

Freyne will leverage her experience with tech clients to work with Mahlab’s client list including Prospa, Salesforce, NBN, Australian Human Resources Institute, Engineers Australia, Kronos and Zoom – which was won in April.

Freyne said of her appointment: “I’m excited to add my experience to the originality and intelligence of the Mahlab team. As our industry strives to bring creativity to ‘unprecedented times’ and to bring empathy to ‘the new normal’ it is rare to find an agency that inspires its clients and colleagues to do both.”

Head of PR, communications and social, Lily Carlyon, said: “Mahlab has spent the last 20 years telling great stories through world class content. We’re increasingly seeing the value of strategic communications across all of our clients as they look to connect with their audiences and stakeholders. It is about leveraging all opportunities to get the time and attention with the people brands are trying to reach.”


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