Josh Taylor-Dadds.
Independent creative agency Supermassive, in an "absurdly ambitious" move, has appointed Josh Taylor-Dadds to the newly created role of executive strategy director.
Taylor-Dadds joins from TBWA\Sydney, where he was head of strategy. Prior to that, he served as group strategy director at Special New Zealand.
Taylor-Dadds has led strategy for regional and global clients including Entain Group ANZ, Optus and Tourism New Zealand.
In his new role, Taylor-Dadds will help sharpen Supermassive's strategic offering and approach to effectiveness, working across briefs including global brand platform development and branded entertainment.
"In classic Supermassive style, we set ourselves an absurdly ambitious bar to clear for this role," said Supermassive co-founder Laura Aldington.
“A seasoned strategic leader with a pedigree in brand planning, a history of highly effective, non-traditional work that made us insanely jealous, and an endless curiosity for new ways brands can thrive in the attention era.
"And they had to win over our famously hard-to-impress office dog. Josh uniquely fitted that bill, and we're already feeling the impact of his considerable talent."
Taylor-Dadds said brands are changing at pace but few are doing much about it.
"We all know the context brands are living in is changing at breakneck pace, but surprisingly few are really doing much about it," he said.
“Supermassive have ripped up the rule book, bringing earned thinking, creative ambition and brand strategy together to build a new model of agency fit for the future.
"In just two short years they've built an enviable track record: changing laws, building a radio station for juvenile detention, and launching a global tourism movement recognised by the UN. Laura, Sim and Jon's restlessness to build something better is infectious, and I'm so excited to be part of it. Plus the logo's sexy."
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