New One Green Bean MD Matt Buchanan and ECD Kat Thomas
One Green Bean has become Australia’s first major PR agency to appoint an executive creative director, with founder Kat Thomas moving into the role, Mumbrella can reveal.
Meanwhile, Matt Buchanan has been promoted to MD to run the business side of the Havas-aligned agency.
Australian public relations agencies do not generally have the title of creative director. However, the agency has made the appointment after a series of campaigns, including Virgin mobile’s Doug Pitt campaign, where the agency held the creative lead.
“Creativity has always been a priority for us,” said Thomas.
“When Virgin Mobile handed us a lead creative role in their latest brand campaign… we were able to really demonstrate the value of putting an earned media strategy at the heart of a through-the-line campaign.”
“Big creative ideas are currency for clients, they’re less focused on where they come from and more focused on the impact they can have and the earned media they can generate.”
Buchanan, who joined the agency as managing partner late last year, is the former managing director of Oglivy PR consumer agency Pulse.
He joined One Green Bean last October as managing partner and will have now have responsibility for the agency’s staff of more than 50.
“Knowing that Kat has grown the agency from scratch, it was a fantastic feeling to come into a thriving business, yet immediately see areas where I could add value and support the recent growth,” said Buchanan.
Since joining the firm Buchanan has worked on major agency accounts including Weight Watchers and Commonwealth Bank.
One Green Bean is also rumoured to have recently won the social media management for Coca-Cola.