One Green Bean founder Kat Thomas will assume the new title of executive creative director but she has denied the agency is looking to become a full-service shop.
Thomas will focus on the agency's expanding creative output across the PR and digital team, with her title executive creative director and founder.
The move will see managing partner Matt Buchanan be promoted to managing director. He will take a business leadership role across the agency, aiming to drive strategy and oversee client service and business development. He joined the agency in October 2012 after two years as managing director of Ogilvy-owned consumer PR agency Pulse.
Thomas told AdNews that despite the agency's increasing focus on creative, it would not become full-service. "We are not moving towards being an integrated agency," she said. "We are investing in creative which has the thinking of earned media right at the heart."
The agency has clients including The Commonwealth Bank, Toyota, Unilever, Coca Cola, Warner Brothers, Kimberley Clark, Ferrero, LEGO and Pacific Brands.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.