Red Agency appoints ex-Traffik’s Nigel Hickey to head new experential practice – ‘Red Guerilla’

Red Agency has appointed Nigel Hickey  (far left) to head up its experiential division as the agency moves towards a greater strategic focus in brand experience and activation. The PR, social and experiential agency will rename the division “Red Guerilla”.

Hickey joins from Traffik (part of Clemenger Group), and brings more than a decade of advertising and marketing experience to the team.

Winner of numerous international and domestic awards in recent years, Red Agency has seen huge growth.  The new hire signifies a major step towards a shake-up of the traditional PR model by the renegade PR group. The agency, which collaborates regularly with sister advertising agency, Havas Worldwide, will also be utilising the Red Guerilla brand to support the Havas Australia Group.  Hickey, who was Sydney business director at Traffik and prior to that managing director at Marc Edward Agency, will report into Red Agency head, James Wright (above, right).

Says Wright: “Our success and growth in recent years is encouraging us to be more aggressive in investing in those areas where we see most potential. Over the past 6 months we have been mapping out our assault on the traditional PR agency structure and are implementing a new model that better represents what our clients are looking for from us, one that is more agile and specialised. Nigel’s appointment is a key pillar in that investment.”

Says Hickey: “I’m thrilled to join Red Agency and lead Red Guerilla. Brand experiences allow marketers an opportunity to tell people not what they are, but who they are. It’s that brand story that creates meaningful connections with people, who become consumers.”

Says Wright: “I hear a lot about the ‘agency of tomorrow’ when what we should be looking at is the ‘agency of right now’. In my view, PR teams today need to be focused on compelling storytelling, social engagement, brand experience and content creation, all of which is embedded in audience insight and brilliant creative.”

Red Agency has offices in Sydney, Melbourne and Brisbane.  It offers strategic public relations and marketing communications for clients across consumer, corporate, technology and government.