Shane Geffen joins Hero as Melbourne ECD

Independent agency group Hero has appointed Shane Geffen as its executive creative director in Melbourne, following Psembi Kinstan’s departure in September to join DDB Group Melbourne after being in the role for ten months.

Geffen joins the agency from VMLY&R, where he had held the title of associate creative director since September 2019.

Shane Geffen, Hero’s new Melbourne ECD

Geffen has also held roles at Clemenger BBDO, DDB Group and Ogilvy. He has also worked with brands such as McDonald’s, Coca-Cola, Volkswagen, Myer and the Australian Defence Force.

On the new role, Geffen commented: “My inner ad nerd has been obsessing over the work that Pat Baron and Ben Coulson have been doing for ages. So the opportunity to work alongside them through our Borderless Creativity approach is extremely exciting and humbling. The energy and ambition that Ben Lilley and his national team have for HERO is infectious and it shows. It’s what drew me to the business and I can’t wait to get started. Personally, my hope is that together we can create relevant and effective work that clients and creatives will want to be a part of.”

Hero founder Ben Lilley, who recently spoke to Mumbrella on consolidating his agencies under a single network, said: “Shane’s work and awards speak for themselves. But what they don’t tell you is what a lovely and humble human he is too. He’s a brilliant addition to our national creative team. And both he and our clients will benefit hugely from Shane being part of our national creative application of ‘Borderless Creativity’.”

Geffen will start his role on 6 December.

In Brisbane, Andrew Thompson was recently named executive creative director.

Hero brings together the national Australian and New Zealand offerings of McCann, Smart, The Red Republic, JSA Digital and Engine Room Productions.

Hero was launched by Lilley in 2020 following the acquisition of McCann Australia, which he purchased from IPG in 2020.


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