Red Agency hires Nigel Hickey to head up experiential unit ‘Red Guerilla’

Nigel Hickey and James Wright

Nigel Hickey and James Wright

The Red Agency has renamed its experiential unit as Red Guerilla and has appointed Nigel Hickey to lead the division.

Hickey joins from experiential agency Traffik where he was Sydney business director and has more than a decade of advertising and marketing experience.

James Wright managing director of public relations specialist Red Agency said in a statement: “Over the past six months we have been mapping out our assault on the traditional PR agency structure and implementing a new model that better represents what our clients are looking for from us, one that is more agile and specialised. Nigel’s appointment is a key pillar in that investment.” 

Prior to joining Traffik Hickey was managing director at Marc Edward Agency and will report directly to Wright.

Hickey said: “I’m thrilled to join Red Agency and lead Red Guerilla. Brand experiences allow marketers an opportunity to tell people not what they are, but who they are. It’s that brand story that creates meaningful connections with people, who become consumers.”


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