SBS’ online specialist Ben Naparstek to join Edelman as content and digital director

PR firm Edelman Australia has recruited Ben Naparstek, SBS’ head of editorial, online and emerging platforms, as the agency’s content and digital director.

Naparstek, former editor of Fairfax’s Good Weekend magazine, joins Edelman after almost two years at SBS, where he led 30 content producers, including the innovation unit Digital Creative Labs, as well as overall strategy for the SBS online network.

In his time with SBS, the website’s monthly unique audience nearly doubled and won a Walkley Award, a Webby Award and an SXSW Interactive Innovation Award.

Prior to SBS, Naparstek was editor of Fairfax’s Good Weekend magazine for more than three years and editor of national political magazine The Monthly for three years.

Naparstek enjoyed a meteoric rise in media, appointed to The Monthly at just 23 before taking on the flagship Fairfax weekend magazine.

In his new role, Naparstek will lead the office’s team of videographers, designers, UX experts, social curators, paid media specialists, programmers and producers.

Steve Spurr, Edelman Australia’s CEO, said Naparstek was enthusiastic about the new role.”

“Ben’s unparalleled and award-winning experience spans multiple content channels and formats, with a foundation in storytelling and a keen understanding of Australian culture,” Spurr said.

“It’s testament to Edelman Australia that someone of Ben’s calibre is excited about the work we are doing and wants to join in our mission to earn attention, earn relevance and earn trust through storytelling in established and emerging formats.

“Ben’s experience means he truly understands the stories he tells, the content required and the channels to activate but most importantly how to make them travel,” he said.

Naparstek said he was “honoured” to join the team and further its work “forging new ground in digital innovation and storytelling.”

“The social media landscape provides infinite opportunities for brands to connect with consumers through great content, and I look forward to partnering with Edelman’s clients to foster those relationships.”

Commenting on his departure an SBS spokesperson said: “We appreciate the contribution Ben has made during his time at SBS and we wish him all the best with his new role.”  

An internal email from Marshall Heald, director of TV and online content told SBS staff it had been as “enormous pleasure” to have Naparstek on board.

“He (Ben) joined SBS with an enviable editorial track record earnt from significant leadership roles at ‘The Monthly’ and ‘The Good Weekend’ and his tenure at SBS has been marked with significant success – record audience growth across our online website portfolio.

“Ben’s always applied himself to his role at SBS with enormous energy, intellectual rigour, creativity and passion – he has an eye for a great yarn and looks in every nook and cranny to find them.

“I’ll miss our regular chats and I look forward to seeing how his career continues to blossom over the next few years,” he said.

He will commence his new role on 3 July.


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