25 October 2022

New digs, new duties - CRE8IVE shakes things up

| Dione David
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CRE8IVE’s executive leadership team (left to right) creative director Paul Whiteley, business development director Lauren Briggs, founder and managing director James Willson, Digital Director Vishal Sahody, agency integration director Michelle van Eerde, executive general manager Emma Kirkaldy

CRE8IVE’s executive leadership team (left to right) creative director Paul Whiteley, business development director Lauren Briggs, founder and managing director James Willson, digital director Vishal Sahody, agency integration director Michelle van Eerde, executive general manager Emma Kirkaldy. Photo: CRE8IVE.

Canberra communications, creative and digital agency CRE8IVE has undergone a significant restructuring that will take it closer to becoming one of the country’s leading independent multi-disciplinary agencies.

As part of its continued expansion, the agency has introduced a new executive leadership team and relocated to a new Canberra City-based office.

Led by founder and managing director James Willson, the new executive leadership team comprises the heads of CRE8IVE’s core divisions of communications, creative, digital and project management.

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James said the new team aligned with the agency’s new growth strategy.

“The team has global expertise and offers our employees, partners and clients an extensive breadth of experience and knowledge gained from working with national and international brands and organisations,” he said.

“With the vision to take CRE8IVE to the next level, the executive leadership team combines passion with expertise to become a market-leading tier two integrated agency.”

In addition to retaining her communications director position, Emma Kirkaldy has undertaken the role of executive general manager of culture and people.

Chairs forming a casual meeting space at Canberra's Centrepoint

CRE8IVE’s new digs include multiple breakout spaces. Photo: CRE8IVE.

Emma said the new role acknowledged a growing need for businesses across all industries to prioritise their people and workplace cultures.

“As a service organisation working with clients, we know we’re nothing without our team,” she said.

“We’ve always put our people first and our culture is at the heart of our business, but to really recognise the importance of that, we felt it should fall under the remit of an executive leader rather than it being an admin area.

“We’re in a very competitive jobs market in Canberra and nationwide. Remote working is a big part of our workplace culture at the moment and we’re competing with all metro cities.

“We want to enhance our employee value proposition and ensure we remain an employer of choice, and that’s what I’ll be focusing on in the new role.”

An office space with shelving, table, chairs and couches in Canberra's Centrepoint

The new space will allow more flexible working for CRE8IVE’s staff base and collaboration with clients. Photo: CRE8IVE.

Under the leadership changes, CRE8IVE operations director Michelle van Eerde will take on the new role of agency integration director, Paul Whiteley will continue as creative director, and lead developer Vishal Sahody will take on the new role of digital director.

Finally, new business manager Lauren Briggs will take on the new role of business development director.

Emma said like the changes to the executive team, CRE8IVE’s relocation to a new purpose-built space in the heart of Canberra City was a strategic business move.

“Much has changed in workplaces over the last few years, and as a business, we’ve grown, developed and realised we needed a space that reflects who we are,” she said.

“Our new office enables flexible working and collaboration with our clients, team, and delivery partners.”

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The new space comes with multiple meeting rooms and spaces, a video production and recording studio allowing in-house content production and a front-of-house area that will be available to clients, community groups, employees and delivery partners.

“CRE8IVE is excited to offer an integrated service offering, including communications, brand, design and digital, in addition to digital marketing and videography and production, through working alongside new delivery partners Fluro Digital and Crewcible,” Emma said.

Founded in 2000, CRE8IVE has strategically delivered brand, communications and digital campaigns and worked with clients across federal and state government, NGOs and SMEs in Canberra for over 20 years.

James said drastic changes to the industry and “the way we work” over the years informed the changes.

“Today’s client views a business like ours as a critical partner who is there to enable business outcomes and offer a holistic approach to brand, communications and digital services,” he said.

“We are proud to offer these services and become a strategic partner to all our clients.”

CRE8IVE can now be found on Level 1, Centrepoint, 59 Petrie Plaza, Canberra. Visit CRE8IVE for more information.

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