TBWA Melbourne’s executive partner Katie Firth joins WhiteGrey as national MD

TBWA Melbourne’s executive partner Katie Firth has joined WhiteGrey as its national managing director, Mumbrella can reveal.

Firth is replacing both Claudia McInerney, who resigned as WhiteGrey Melbourne’s MD earlier this month and Andrew Davenport, who departed WhiteGrey Sydney as MD in March.

Firth is departing TBWA Melbourne as an executive partner

Prior to her seven month stint at TBWA Melbourne, Firth was a client service director at Cummins & Partners for two years.

She has also held positions at CHE Proximity, Publicis and The George Agency.

Lee Simpson, who was appointed as WhiteGrey’s CEO in March, said in a statement to Mumbrella: “We have great connectivity across offices to give the clients the collective intelligence of whiteGREY, and the broader group, not just one office.

“Our national roles, including Katie’s new position, facilitate this. It also means smart people can have their ideas executed across the business and not have their creativity limited to just one market.”

The national leadership approach comes after The White Agency and Grey Group Australia merged and rebranded as WhiteGrey in May last year.

Firth said she is joining the agency because it has a “distinct positioning” in the market and a strong technology and creative offering.

“It’s always a hard decision to leave an agency like TBWA, however this newly created role to help realise the strategy as part of the National Executive team was one I couldn’t pass up,” Firth added.

Firth’s appointment comes five months after the agency appointed Juan Garcia as the agency’s head of technology and James Keeler to the role of chief strategy and customer experience officer.

Meanwhile, the agency’s Melbourne operation is hunting for an executive creative director with Anthony Moss set to depart at the start of next year.

Moss has taken on a new role as DDB Group Melbourne’s ECD.

TBWA declined to comment on Firth’s departure.


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