Marcel Sydney’s Holly Alexander joins CHE Proximity as director of strategic production
Clemenger Group’s CHE Proximity has hired Holly Alexander as its director of strategic production.
Alexander moves to CHE Proximity from Marcel Sydney where she was its head of production for two years.
Holly Alexander joins CHE Proximity from Marcel Sydney
Her exit comes one month after Marcel’s CEO Gavin Levinsohn announced his departure from the agency and Marcel lost its biggest client, Tiger Beer.
Prior to joining Marcel Sydney, Alexander was the head of content at Droga5 for three years, leaving the agency when it collapsed in 2015.
In her new role at CHE Proximity Alexander will be tasked with recasting the production model.
Ant White, chief creative officer at CHE Proximity, said the production model is now not only creative but also inherently strategic.
“It’s not a linear production journey anymore from start to finish, but instead an always on need. The best work isn’t a single execution that provokes a single response, but a long tail of content that maintains engagement with audiences as they respond and make the idea their own.
“To be where our client’s audiences are, we’ve had to change our
approach to strategy and creative, and now also, how we make, and keep making ideas. In Holly we’ve found the perfect person who can straddle conception and making, inform the partners we use, the pace with which we move, the skills we have in house, and the new processes we follow.”
Alexander said CHE Proximity’s energy as an agency is “intoxicating”.
“Ant’s vision for the work, the focus on creating, and the pace with which the agency moves is thrilling. I’m delighted to be joining the CHEP team and lead the next innovative focus in the agency.”
Alexander’s appointment comes following the agency won AGL’s creative account and David Halter was promoted to national chief strategy officer.
CHE Proximity’s clients include Mazda, AGL Energy, Virgin Frequent Flyer, Car Sales and Cochlear.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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So glad this new hybrid role is being recognised in agencies now. I wrote a white paper on this some years back and have been the only one operating this way that I knew of! Felt very alone in it actually. (As deeply into strategy as I mean anyway – including consumer psychology, linguistics, brand strategy and so on).
Congrats to CHE Proximity for being an innovative thinker and adding value to clients by closing the gap between strategy and production this way. Awesome to see this model recognised at last. #strategicproduction.
Others will benefit by following suit – here’s the original paper from 2015 shared with CHE also some time ago as well. Very glad someone noticed. Please enjoy this and other insights into closing the gap between strategy and the final execution:
http://www.internationalcreati.....18_Feb.pdf
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