Orchard names Mikaela Crimmins as head of strategy

Mikaela Crimmins has been promoted to head of strategy at digital creative agency, Orchard, where she’ll head up the experience team.

Re-joining Orchard in 2019, Crimmins formerly served as the agency’s planning director, and has racked up over 10 years of experience in the communications industry.

Now she’ll lead the experience team, bringing together product, service design, data, branding, social and content, to generate better brand experiences for clients.

Mikaela Crimmins, head of strategy at Orchard

In her time at Orchard, Crimmins has helped land client wins, led the strategy on the Hyundai Australia account, and improved the agency’s services in digital and CX.

She was also the recipient of a Mumbrella NeXT award in 2018, while she was at Ogilvy. In her time there, she led key clients including Optus and Coca-Cola.

Orchard managing partner, Wai Kwok, said Crimmins is a “formidable talent” who inspires great work.

“This industry and Orchard need people who are passionate about connecting brands in non-traditional ways. And finding someone who can ensure data, CX and brand are working together seamlessly, is like finding a needle in a haystack. We’re just lucky that needle was in our haystack!

“Mikaela has always been a formidable talent in this industry – her knack for moving teams and clients around a common goal is flawless. Anyone who has worked with her, can attest to her ability to inspire great work and even greater people.

“We can’t wait to see what she does with Orchard in the next couple of years.”

Prior to joining Orchard agency, Crimmins was a senior digital strategist at Ogilvy. She has also spent time at Orchard Marketing, HealthOne, and Ward6 Australia.

Crimmins said she returned to the Orchard business because she wanted to escape from “cookie cutter agency types”.

“I wanted to make different-shaped ideas with non-cookie cutter agency types. And I found it. The Orchard Experience team is made up of a bunch of weird and wonderfully talented people.

“To say I’m thrilled to lead this team is an understatement. There are very few strategic teams with our composition or capable of designing the types of experiences that we are.”


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