Integrated creative agency MBCS has promoted Toby Maclachlan to head of strategy and product and Trent Peppercorn to the newly created role of head of Melbourne.
Toby Maclachlan steps into his new role after three years as head of creative strategy at Initiative Media. At MBCS, he will lead the overall strategic output and team across both offices, charged with elevating MBCS’ integrated product offering with a specific focus on delivering creative and innovative experiences to deeply connect with people.
His experience spans brand leadership and strategy roles across a range of categories including FMCG, entertainment, fashion, auto, government and tourism.
Maclachlan says people expect a lot of brands right now and rightfully so, with who brands are, how and where they show up for people really mattering.
"I'm looking forward to helping brands navigate their now and next -- IRL, URL, and whatever WEB 3, AI, spatial computing and next gen social media etc. brings -- with true-to-brand strategies and ideas that hit different and make difference," he says.
Previously head of creative services at MBCS, Peppercorn will relocate to Melbourne charged with leading the office through its next growth phase and expanding the team in line with client demand.
Peppercorn says its an exciting time to make this move and he is "incredibly pumped" to embark on a new chapter of his career and continue to work alongside such a skilled and inspiring team not just in Sydney but now in Melbourne.
“My new role will see me work closely with both offices providing the ability to apply my craft to help solve a range of client problems regardless of the platform, fitting perfectly with MBCS’s proposition of borderless creativity," he says.
"I’m excited with opportunities to grow Melbourne’s client base organically and also bring new and exciting clients on board. It’s a burgeoning market and I am excited about the potential of what lies ahead.”
MD of MBCS, Olivia Warren, says the agency’s growth and new client wins come down to the experience, creativity and capability of the team.
"Toby and Trent’s new roles recognise their leadership and success, and importantly will create new opportunities and pathways for our next generation of leaders to grow, while continuing to create the very best outcomes for our clients," she says.
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