Weber Shandwick Australia has strengthened its strategy team, appointing Addie Freyne as Director of Earned Creative Strategy.
Addie brings a combination of strategy and creativity, with over a decade of experience working with brands, including Pfizer, Zoom, Bentley, SC Johnson, ServiceNow, and IBM. Her background spans issues management, content marketing, and integrated communications.
Tran Nguyen, who has spent the past six years as a Creative Strategist at Jack Morton - a brand experience agency now allied with Weber Shandwick Australia - will be refocusing her talents on earned-led work.
Through the alliance of both agencies, Tran brings a mix of creative, PR, and experience thinking to her approach, blending data insights with cultural relevance to create strategies.
Angela Malkin, Head of Weber Shandwick Australia, said: "Earned media has fundamentally changed."
"It’s no longer just about getting coverage. We have to earn the right to be part of the conversations people are already having - and that means understanding audience behaviour, tapping into cultural shifts, and building ideas that matter. Addie and Tran's appointment reflect our commitment to leading that change."