Sydney PR agency launches new creative offering: ‘We are excited for this next chapter’

Digital comms agency Icon Agency is expanding to launch a Sydney-based creative offering, hiring Gareth Fitzpatrick and Kenneth E. Parris III to lead it.

The duo will continue the agency’s commitment to creativity, effectiveness and interdisciplinary problem-solving.

Fitzparick and Parris

Joanne Painter, group managing director at the agency, said: “The addition of Kenneth and Gareth to our team embodies Icon’s outcome-first thinking.

“Merging communication, technology, and behavioural insights yields exceptional creativity and tangible outcomes. We are excited for this next chapter at Icon.”

Fitzpatrick joins after a two-year stint at Cashrewards as its in-house creative lead. Prior to that, he spent time at BWM Dentsu, TBWA, and various other in-house roles. His wealth of experience also includes time at DDB Group, M&C Saatchi and Tennis Australia.

Meanwhile, Parris joins from The Works, part of Capgemini, where he spent 10 months in a contract role. Prior to that, he spent time at creative agency Akcelo, DDB, Y&R (now VML), and freelanced across a number of other brands and agencies.

“Bringing Ken and Gareth into the team in Sydney continues the exciting period of growth and change we’re experiencing,” said Michael Knox, ECD at Icon Agency.

“It’s great to have them both here and I’m looking forward to working with them and seeing what they’ll bring to our culture and work.”

The duo will work across Icon Agency’s growing technology and government client portfolio, including Meta, Salesforce, the Department of Foreign Affairs and Trade, and the Department of Home Affairs.

Icon Agency will also move to a new headquarters in Sydney’s Surry Hills, prompted by team growth from three to 30 employees over the past three years.


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