Re, M&C Saatchi group’s brand consultancy has appointed Michelle Traylor as head strategy.
5 SEPTEMBER 2012, SYDNEY – Re, the M&C Saatchi Group’s brand consultancy, has appointed Michelle Traylor to the position of Head of Strategy.
Traylor comes to the role after a year and a half as Strategy Director at Interbrand Sydney where she established, led and grew the strategy department, while nurturing the agency culture as part of her role on the senior management team.
Traylor is no stranger to providing strategic direction and leadership, having worked across a number of extensive brand programs for the likes of McDonald’s, Sky TV and Telstra.
Prior to Interbrand Sydney, Traylor did a two-and-a-half-year stint as an Associate Director of Strategy at Interbrand London. Previous to brand strategy, she had an extensive career as a Senior Planner for creative agencies CHI and Leo Burnett in London.
Since launching in February 2009, Re has undergone considerable growth on the back of its nation-branding for Abu Dhabi and the global re-brand of ANZ.
Re recently completed the brand revitalisation for the Commonwealth Bank (Commbank Can), and will shortly announce the opening and launch of its first regional office in South East Asia. Re Co-Founder and Managing Director Patrick Guerrera said Traylor’s appointment is a watershed moment for the business.
“Michelle’s strategic acumen is second to none in our market and the value she will give our clients and our team will be immense.”
The move comes two months after Re’s appointment of highly regarded Creative Director Jason Little from Landor Associates.
“With Michelle now on board, our triumvirate leadership team has all angles covered,” Guerrera said.
“These guys are world class operators who will get the very best out of each other for the benefit of our clients.” Traylor said the challenge of coming to a burgeoning start-up from a very established brand agency is “hugely exciting”.
“Patrick and Jason are super talented, highly experienced and I know they’ll be great people to work with. I can’t wait to get stuck in.
“I don’t consider myself a traditional brand consultant, as I like to approach brand thinking in a very creative way. As such, Re is the perfect place for me to continue to hone and apply these skills.” Foremost for Traylor are the pragmatic needs of clients.
“Each client comes with their own set of problems or opportunities, and you need to create and execute practical solutions to address those. Fundamentally you must understand and demonstrate how brand can best drive their business forward, from the inside out.”