VMLY&R Brisbane hires Kirsty Robinson as head of experience

VMLY&R has hired Kirsty Robinson as its first head of experience in the Brisbane office.

Robinson joins from Deloitte Australia, where she started out as director of experience design before later becoming national digital HR and employee experience lead.

New Brisbane head of experience Kirsty Robinson with MD Adam Kennedy

Robinson has previously worked at Hot House, Reading Room and Amaze.

Robinson’s new role is a part of a global push to further integrate customer and user experience into VMLY&R’s offering.

VMLY&R said that this was ‘one of a number of senior roles to be announced in the coming months’.

VMLY&R CEO Jon Bird, said in a statement: “VMLY&R focuses on creating connected brands, and so our work extends across the full customer journey, wherever and whenever opportunities exist for brands to connect with their customers and influence their behaviour. This role and approach are critical to the way we think about building brands and businesses.”

VMLY&R Brisbane managing director Adam Kennedy said: “Kirsty just gets it. She is a rare breed of strategic thinker. Her experience and service design nous are complemented by a deep understanding of brand and creativity. We’re pleased as punch to have her join our line-up of talented, senior strategists.”

Robinson said of her appointment: “Where once brand and customer experience were treated as two separate entities or strategies, we knit both together under one roof and under one brief. I am leading CX whilst working side by side with our brand and communications strategists to achieve true integration. I’m stoked to be part of the team.”

In September last year, WPP announced it would be merging creative agency Y&R with digital agency VML to create VMLY&R. Earlier this year, former co-CEOs Pete Bosilkovski and Aden Hepburn departed the business, leading to Jon Bird becoming CEO.

Prior to Hepburn and Bosilkovski departing the agency, VMLY&R hired Sarah Bailey and Jon Kenyon as managing partners in Melbourne, Kenneth Chan as strategy director, and appointed Paul Nagy as chief creative officer.

Craig Page has also joined the Sydney office as head of planning for the Defence Force Recruiting account.

Recently, it was reported that regional operations director Jeremy de Villiers, head of strategy and innovation Dave Di Veroli, head of platforms and experiences Tim Fletcher, and managing partner Katie Dally, has all departed the business.


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