WPP AUNZ has named Toby Hemming (pictured above) as its new head of communications and marketing. Hemming was most recently founder and managing director of Bold Media, a B2B tech PR agency. The agency announced last week that it was closing, citing that the business went as far as it could.
“I started Bold with an office in Sydney in 2012, followed by Singapore in 2017, subsequently setting up a successful content division and working with some of the region’s most exciting media, advertising and tech brands,” Hemming told PRWeek Asia.
“In that time, the dynamic of what constitutes PR and communications globally, and across the region, has changed beyond recognition. I felt the business had come as far as it could, and the time was ripe for a new challenge, a decision that was sped up for me by the events of the last year. Whilst I could have continued to trade successfully for some time, opportunity came knocking and I felt the time was right to embark upon the next stage of my career.”
Bold Media's Singapore division was recently rebranded to Bud Communications, and is led by Oliver Budgen.
On his new role at WPP, Hemming said: “Throughout my career I have worked with some of the world’s most innovative technology, media and advertising brands. WPP AUNZ’s strategic direction is in line with the huge digital growth opportunities that continue to present themselves across all markets.”
With regards to the status of B2B PR agencies in Australia, Hemming said it’s “sad to see generic thinking pushing resources into endless video interview series, or other misplaced strategies, ignoring the power of combining creativity and tech to create compelling client solutions”.
He added: “It’s tough across the board however those businesses with strong management and a clear strategy will survive, and eventually prosper into 2021 and beyond.”
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