PR shop Propeller to manage the MADC

After a five-way competitive pitch, Melbourne PR consultancy Propeller has been appointed to take over the management of the MADC.

Propeller is run by former journalists Nichola Patterson and Melissa Hadley and has a client list that includes Simply Energy, Novartis Consumer Health, Clemenger BBDO Melbourne, Clemenger Proximity and Farm Pride Foods.

Patterson is a former copywriter, ABC Radio journalist and Melbourneeditor of B&T. Hadley, a former print and broadcast journalist, hasextensive experience in event promotion and government communications.

MADC Acting President Richard Ralphsmith said Propeller’s intimateunderstanding of the advertising industry was a major part of thedecision: “We’re asking Nic and Melissa to completely revamp the Club.We want to shake it up and make it relevant again,” he said.

Patterson agreed, saying Propeller is looking forward to managing theMADC into a new era: “Melbourne has a thriving, passionate andenthusiastic creative community and the MADC can take a lead role increating opportunities and outlets for that talent. Look out for someexciting MADC developments this year,” she said.

Propeller has pledged to keep raising the standard of what is known asone of the industry’s best nights of the year, the MADC Awards.

“However, what we do for our members during the rest of the year iswhere we’re going to direct a lot of our energy,” said Patterson.

The MADC has been run for the last 15 years by Waldron Smith Management and the parting was a mutual decision.

“Waldron Smith has done a fantastic job – in particular Kate Smith, whohas been passionate, dedicated and an absolute joy to work with,” saidRalphsmith.

The first order of business for the year will be to run elections for the MADC Committee, which will happen early in February.