Independent earned-first creative agency, We Are Different, has announced new senior appointments, promotions, and expanded training initiatives.
The agency said the decision comes amid growing market volatility, as it invests in creative leadership, talent, and culture to drive sustainable growth and long-term client value across its PR, social, and influencer divisions.
Jenna Orme has joined the senior leadership team as Head of Difference. Formerly Managing Director at TBWA's FleishmanHillard, she brings more than 18 years of global agency experience across business leadership, integrated comms, and crisis management. In the new role, Jenna will be in charge of strengthening the agency's people-first approach, focusing on team growth and creative excellence.
Siobhan Veddovi-McCaughan has been promoted to Group Performance Director, stepping into the senior leadership team after joining the agency in January 2024. She has delivered work across consumer tech, travel, and food and beverage verticals, and will now oversee earned-first creative work, client partner performance, and team development.
The agency has also welcomed Helaina Young as Performance Executive within its earned division, joining from alt/shift/ in a newly created role.
Alongside new hires and promotions, Different has announced investment in staff development initiatives:
Coaching Culture
Led by industry veteran and former One Green Bean CEO, Claire Salvetti, this initiative gives Different's team members access to an executive coach for one-on-one and group sessions. The program aims to unlock leadership capability at every level by building confidence, sharpening judgement, and affirming the power of doing things differently.
Culture Club
The program draws inspiration from counter-culture movements - from art to astrology, and activism to the creator economy - to provoke different thinking and sharpen cultural instinct. The result is fresher thinking, stronger collaboration, and more culturally resonant work for clients.
Different Academy
The program blends hands-on learning, live client briefs, and applied AI capability to upskill the next generation of earned-first leaders. It embeds learning into the agency's day-to-day operations, improving strategy, creative, client outcomes.
"When teams are supported, challenged and trusted, it shows up in the work," said We Are Different Founder and Director, Stuart Terry.
"We're offering clients an agency culture where ambitious people at all levels are empowered to do the best work of their careers. Partners feel that in the passion of the team, the quality of the thinking and the great results we achieve together."
He added that investing in people remains the agency's competitive edge.
"It's fundamental to do work that earns attention, builds trust, and delivers real commercial impact. Our clients benefit from teams that combine craft excellence with a genuine desire to do things differently."