Weber Shandwick Australia strengthens strategy team with new earned-first appointments
Weber Shandwick Australia has expanded its strategy team, appointing Addie Freyne as director of earned creative strategy and shifting Tran Nguyen’s focus to earned thinking.
The announcement:
As media, culture, and communication continue to merge, Weber Shandwick Australia is strengthening its strategy team. Addie Freyne has been appointed director of earned creative strategy, and creative strategist Tran Nguyen will shift her focus to earned thinking. These changes reflect the agency’s sharpened focus on creating impactful, idea-driven, and channel-agnostic earned strategies that connect and create impact.
As audience behaviours shift and cultural trends move faster than ever, brands are under more pressure to show up in the moments that matter — and to do it with authenticity, relevance and strategic smarts. Weber Shandwick’s earned-first approach is built on exactly that: helping brands earn their place in the conversations that count, not just securing press coverage.
Addie’s appointment recognises her exceptional track record in navigating this complex landscape. With over a decade of experience working with some of the world’s most dynamic brands — including Pfizer, Zoom, Bentley, SC Johnson, ServiceNow, IBM — Addie brings a powerful combination of strategic rigour and creative flair. Her background spans issues management, content marketing and integrated communications, giving her a deep understanding of how to craft stories that not only capture attention but drive action.
“My mission has always been to make the complicated simple — and, more importantly, interesting,” said Addie. “Today, earned isn’t about pushing content into the void and hoping it lands. It’s about finding the story that earns attention, builds trust, and inspires people to care. That’s where real strategic thinking changes the game.”
Having spent six years as a creative strategist for Jack Morton — the acclaimed brand experience agency now allied with Weber Shandwick Australia — Tran Nguyen will be refocusing her talents toward earned-led work. Through the unique alliance between Weber Shandwick and Jack Morton, Tran brings the best of Creative, PR, and Experience thinking to her approach. With a sharp analytical mind and a flair for creative storytelling, she is a rising star, blending data insights with cultural relevance to create strategies that resonate.
“I’ve always believed the key to earning attention is showing up authentically in the spaces people care about,” said Tran. “I’m excited to help brands tap into cultural moments and community dynamics in ways that feel genuine and lasting.”
The expansion of the strategy team is a clear signal of where the industry — and Weber Shandwick — is headed.
“Earned media has fundamentally changed,” said Angela Malkin, head of Weber Shandwick Australia. “It’s no longer just about getting coverage. We have to earn the right to be part of the conversations people are already having — and that means understanding audience behaviour, tapping into cultural shifts, and building ideas that matter. Addie and Tran’s appointment reflect our commitment to leading that change.”
As Weber Shandwick continues to invest in strategic expertise, the agency remains focused on helping brands navigate a constantly shifting media environment with campaigns that are insight-led, culturally connected, and above all, earned.
Source: Weber Shandwick
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