Peer Group appoints MD and creates new strategy role
Peer Group Media, the entertainment marketing agency, has appointed XYZ Networks client services chief Kate Edwards as its new managing director.
She takes over from Andrew Reid who moves to the new position of director of strategy and research.
Brand strategy, market analysis and consumer insights, including ethnographic research, will now fit under Peer Group’s PeerIn division, headed by Reid.
The agency’s chief executive Adam Zammit said he together with Edwards and Reid will lead “the growth and strategic direction of Peer Group into every aspect of youth, entertainment and music marketing”.
“Kate’s appointment allows Peer Group to broaden its senior management across the critical areas of strategy, technology and consumer insight,” Zammit said.
“With data and social media monitoring partners such as Sentiment Metrics and Big Champagne, Peer Group is using music as a gateway to the bigger issues of contemporary youth culture. Brand perception, technology, social participation – they’re all having an increasingly profound impact on business.”
Edwards comes from pay TV company XYZ Networks where she was head of client services, sales and strategy.
Peer Group was most recently involved in launching a competition for Lion Nathan to find a new Australian music act to create the soundtrack for the next Tooheys Extra Dry TV commercial.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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