Orchard makes 3 senior hires, to enhance brand experience

Digital agency, Orchard, has expanded its experience and creative team, with three senior hires.

The appointments include Gina Hughes as experience director, Alyson Wales as brand experience director and David Mugford as associate digital creative director.

Orchard’s creative director, Tim Condrick said: “Orchard has always been a digital leader in Australia, always at the forefront, constantly adapting and changing to meet future challenges – bringing someone as talented and experienced as David on board continues that tradition and super charges our ability and determination to invent better”.

Gina Hughes has more than 20 years industry experience, most recently at Ogilvy where she was experience design director. She has worked with clients including Hostplus Superannuation, KFC, Dexus and Cadbury.

Wales was also most recently at Ogilvy, working as strategy lead on American Express. Wales’ client portfolio includes The Economist, Optus, Telstra and Renault.

David Mugford specialises in user interface design and experience, art direction and concept development. Mugford joins from Imagination, where he was a senior digital art director. He has worked with brands including Volkswagen, Uber, Target and Coca-Cola.

Head of experience at Orchard, Mikaela Crimmins said: “Orchard has always been the home of different shaped ideas and this requires people who think about brands as not only promises but experiences too. Gina and Alyson strengthen an already diverse mix of thinkers, and bring to Orchard the right amount of experience and spirit we love”.

Crimmins was promoted to head of strategy in March.

Orchard’s most recent work saw the agency develop an online portal for Hyundai customers, myHyundai.


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