Carat makes second post-Woolworths raid on OMD, hires Georgie Nichols

By (incomplete) | 3 September 2014
Georgie Nichols

Carat has made another raid on OMD, hiring business development and marketing director Georgie Nichols as Sydney general manager.

Nichols will report to Dan Sinfield, who was poached by Carat from OMD last month as managing director for the Sydney office.

The hires come after Carat reshuffled its management team at around the same time the $240m Woolworths pitch came to a close.

Former Sydney managing director Andrew Norris has moved to another role within the agency while general manager Angus Fraser has taken on the strategic lead on the Federal Government account at sister agency Mitchell & Partners. Both had formerly had lead roles on the Woolworths account.

Nichols will join Carat in January 2015.

Carat CEO Simon Ryan said Nichols' “experience will see the Carat Sydney office continue its evolution” as she has both client and agency side experience. As such, she has a “unique understanding of the challenges that face media and marketing professionals on both sides of the fence, and how best to leverage all relationships to drive real business growth and success for clients and their agencies,” he said.

Nichols said it was a good time to be joining the Dentsu-owned agency.

“Over the past year, Carat has been on a journey of transformation, with a number of client wins and significant appointments. Simon and the team have a very clear vision for the future of Carat which will truly redefine the agency. This vision combined with their enviable client list and true depth of talent, make it an exciting time to be joining.”

Prior to OMD, Nichols worked as director of media at Telstra (handled by OMD) and held roles at Clemenger Sydney, Starcom UK and George Patterson Bates.

Carat retained the $240m Woolworths media account last month after a pitch which a emerged in February.

This hire follows that of UM's Kerry Boys, who Carat last month appointed as head of strategy.

It is likely that the agency will need further account-level staff to service the Woolworths business.

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