VMLY&R adds PwC talent as new director of marketing and business development

VMLY&R has appointed former PwC consultant, Charmaine Griffith as director of marketing and business development.

Griffith joins the agency with her new role focusing on delivering VMLY&R’s strategic positioning, “creating Connected Brands”, with her overseeing business development in Melbourne and Sydney.

Griffith joins VMLY&R after most recently working at PwC’s CMO Advisory, advising commercial, state and federal clients in the procurement of media and creative services. She has also previously held strategy roles at Initiative and OMD.


Sarah Bailey the agency’s recently promoted Melbourne managing director said that the appointment signals another step forward for VMLY&R in its new era, in connecting leadership across Melbourne and Sydney.

“Charmaine’s marketing and advertising strategic advisory experience will ensure that we continue to meet the needs of our long-term business relationships with clients across the region, while also  discovering new and innovative ways to differentiate within the market.”

Griffith also said that it is great to be returning “home” to agency life, after a stint in the consulting world.

“My previous experience at PwC has enabled me to form a uniquely candid understanding of the current state of advertising  services on offer in Australia, and where there are opportunities to differentiate and better meet the needs of the market. I’m excited to tap into this knowledge to as we embark on a new era for the  agency.”

Griffith’s role will also focus on ensuring “a culture of continuous improvement is embedded within the agency to enhance the client  experience”.  

VMLY&R leadership team

This appointment is the latest in VMLY&R’s leadership shakeup this year, following Bailey’s promotion, and earlier this year, Thomas Tearle’s appointment as CEO, following Jon Bird’s move to become chairman.

VMLY&R said that along with the leadership team, Griffith will ensure that “the current momentum of the agency continues into the future”. In May, the agency released its first work with the Australian Defence Force, after the creative account was returned to VMLY&R in 2019.  


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