(l-r) Oliver Carthy, Nat Kuznetsova, Cobey Johnston, Haiying Tang, Irene Sang.
Independent brandformance agency WiredCo. posted 20% revenue growth and a 12% lift in profit over the past 12 months, adding six new clients and expanding its team across strategy, media and earned.
The agency's earned media team has grown headcount by more than 40% with profit up 36% year-on-year. Its SEO and GEO team has also expanded to support clients on AI visibility.
New hires include Nat Kuznetsova as head of strategy, a newly created role. Kuznetsova joins from Dentsu Creative, where as group strategy director she worked on THE ICONIC's Got You Looking brand campaign.
Oliver Carthy joins as head of media and strategy, bringing more than a decade of media leadership including head of digital at Carat Sydney and a senior role at Nestle Nespresso.
Amy Vu joins as SEO and GEO lead from Dentsu, having won B&T's 30 Under 30 2026 Tech award.
Haiying Tang joins as SEO and GEO executive from Advisible and Irene Sang as paid media specialist from Admatic.
Sophie Young and Cobey Johnston join the earned media team as senior account executive and account executive respectively.
David Kennedy, managing director and partner, said Kuznetsova's appointment was one of the most important strategic moves the agency had made.
"Brandformance only works if the strategy underneath it is fresh and airtight, connecting the creativity of brand-building and science of performance in a way that's genuinely additive," he said.
Angela Hampton, founder and CEO, said Carthy was a genuine growth expert who understood how media performance and brand outcomes connected.
Michelle Hampton, managing director and partner, said earned budgets were growing faster than any other part of the business.
"Brands are realising that earned media doesn't just build reputation — it's increasingly the raw material that large language models like Claude and ChatGPT are pulling from to inform what they recommend to consumers," she said.
“If you're not earning organically created, third-party content that's GEO optimised, you're not showing up in the answers people are getting from AI.”
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