Icon Agency has promoted Kate Griffiths to the newly created role of director of brand and change.
Griffiths will lead teams in crafting creativity-led behaviour change campaigns and brand projects that prioritise positive, cause-led impact.
Joanne Painter, group managing director at Icon Agency, said Griffiths brings more than a decade of experience rooted in both the brand and behaviour change sectors, and is instinctively curious and compassionate in the way she leads.
“Kate’s innate ability to collaborate, her thirst for work that matters and her interest in systems thinking, means our clients will receive the benefit of always having the right mix of different perspectives involved in each and every project," she said.
“Kate will play a pivotal role in sharpening the agency’s signature methodologies and service culture, reinforcing the team’s capacity to deliver imaginative and action-oriented strategies.
"She will work closely with Icon’s executive team to promote proactive measures, accountability, and progress in the areas of equality, inclusivity, community reconciliation, and cultural initiatives."
Before joining Icon Agency, Griffith held roles both client and agency side. She said she is feeling invigorated by her new role.
"Icon’s executive team has actively encouraged the unconventional thinker within me to enhance and amplify the work we do. But also, how we do it," said Griffiths.
“It’s a rare opportunity to work on complex social issues, whilst guiding socially conscious brands navigating changes in symbolism, strategy or culture. I can’t wait for this next chapter.”
Griffiths’ promotion is effective immediately. She is based in Melbourne.
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