Aegis-owned marketing and communications group, Haystac, is to establish a specialist digital and social media unit, with Telstra's Kristen Boschma leading the initiative.
Boschma joins Haystac after 20 years of experience in marketing and communications, and most recently as head of online communications and social media at Telstra. She starts her new role on 1 August.
Staindl said securing Boschma was a "coup" for Haystac.
Haystac co-founder and managing director, Anton Staindl, said: “Having established a unique position in the marketplace with our dedicated team of journalists to form the Haystac National Media Unit, we've been keen for some time to replicate that model in digital space but had struggled to find the right person.”
Boschma added: “I'm delighted to be joining Haystac because I've admired its creative and dynamic approach to communications in the past. To have an opportunity to lead the social and digital media service for Haystac's clients is very exciting.”
The appointment comes amid other changes at Haystac. Account director, Tabitha Fairbairn, who has been with the company for almost four years, has been promoted into the position of general manager.
Meanwhile, the company has announced the establishment of a new Brisbane office, increasing the company's staff number to 60, spread across five offices: Melbourne, Sydney, Brisbane, Auckland and Singapore.
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