Thu, 28 Jan 2021 10:24:09 GMT
McCann Sydney has welcomed Lucy Gavan as senior strategist, bolstering strategy in the agency’s creative arsenal.
Lucy joins McCann Sydney, part of independent network, HERO, after five years at brand consultancy, Interbrand, building and reimagining the identities and experiences for many Australian iconic brands, including Telstra, Westpac, Federation Square and Sydney Opera House.
Executive strategy director, Roshni Hegerman, said Lucy’s experience redefining brands from strategy to experience will play a huge part in strengthening McCann Sydney’s 2021 approach: “Our goal is always to attract curious and intuitive minds to deliver strategic and creative solutions to clients at every stage of the brand journey. Lucy’s experiences in creating antidotes for fading propositions will help elevate our strategic and creative offering in Sydney."
Lucy’s experience has involved brand interventions, including reimagining Telstra’s store experience as it moved from Telco to Techno and helping the Sydney Opera House to redesign their customer experience through service design, imagining a new proposition and name for Festival of Dangerous Ideas (“FODI”). Her client partnerships have also involved the MCG, NewsCorp, Invocare and LJ Hooker.
Lucy is eager to reinforce branding principles into cultural communications as part of her new role, believing they should not sit in silos.
“True to 2020, I’ve ended up in a different place to where I’d imagined and I’m so excited for this next challenge,” Lucy commented. “It’s so important that brands are acutely aware of the culture they operate in. In such a pivotal time, McCann is in a privileged position to create real change. Change for the good of our clients and the world. I look forward to bringing my brand experience to a new environment and learning from the diverse voices there. Rosh and the team are as experienced as they are dedicated to the creative output, the client partnerships and the people. I can’t wait to create with them.”
Lucy will be working across Menulog, Centrum and Pymble Ladies College, advising on and strengthening its relationship and experience with its consumers.