New appointments at Edelman Australia

As demand for non-traditional PR services grow Edelman beefs up its creative, strategic and digital talent

L-R: Lefley, Hamidi, Hegerman and Moggridge

Max Hegerman, formerly managing director of Edelman Digital India, has been appointed managing director of Edelman Digital Australia. With over 20 years of experience in advertising, marketing, branding and communications, Hegerman will lead the expansion of Edelman Australia’s growing digital offering.

Carl Moggridge has been hired as head of strategy of Edelman Australia. He was previously strategy director at Naked Communications. With over 12 years of experience, he will lead Edelman’s planning and strategy capability. The hires follow the recent appointment of Tim Riches, currently managing director of Designworks Australia, to Edelman Australia CEO.

The agency has also promoted a number of staff internally, including Sydney-based creative director Jamal Hamidi to national executive creative director, and Melbourne-based social lead Alex Lefley to national head of social media and digital engagement. These appointments have been supported by a large number of hires in creative, social media and digital production roles over the past year.

These appointments reflect the changing nature of Edelman’s business in Australia. More than 40 percent of the group’s revenue came from non-core PR services in the last financial year.

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