Twitch expands sales team with the addition of Hamish McPhee

Entertainment community and streaming platform Twitch has expanded its Australian and New Zealand sales team, following the appointment of Unruly’s Ricky Chanana as AUNZ head of sales in April.

Hamish McPhee has joined the team as an account director after nine years in News Corp Australia’s national sales team. McPhee will be responsible for the Victorian and South Australian markets.

McPhee spent nine years at News Corp Australia

Twitch’s Australian operation opened in January this year. Steve Ford was appointed to lead the expansion as VP of APAC sales, after four years with the business in Europe.

Chanana said Twitch’s operation in Australia had grown quickly with increasing engagement from streamers.

“Since kicking off ANZ operations seven-months ago, the team has gone from strength-to-strength and we’ve seen record-high levels of engagement in streamers, viewers and hours watched. With the expansion of our sales team, we’re eager to continue this momentum and solidify Twitch’s position as a ‘must-have’ channel for brands, advertisers and media alike,” Chanana said.

“The recent influx of non-gaming content, especially from the music, entertainment and sports industries, will only show more brands that Twitch is a valuable and diverse option for marketing and advertising efforts. Twitch is revolutionising entertainment across the globe with our massive, highly engaged community of fans and creators, and our sights are set on becoming one of Australia’s biggest media networks.”

Also on the local sales team is account director Adam Lung and ANZ account manager Michael Ison, both of whom started in January.

Since the launch of the ANZ regional operation, Twitch has worked with Sony, Dell, Mars Wrigley 5 Gum and Dare Iced Coffee. In May, the media and marketing industry’s social purpose organisation, UnLtd, ran a virtual gaming tournament on the platform, involving 22 teams from across the industry facing off in Rocket League to raise money for charities that help young people at risk.

Twitch’s data says that 39% of it audience, largely consisting of millennials and Generation Z, are unreachable by brands through traditional television.


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