Edge moves into branded entertainment + hires Andie Tickner in group account director role

Content marketing agency Edge has appointed former Universal Music and EMAP branded content and integration expert Andie Tickner (pictured) in the role of group account director.

For over 20 years, Tickner has been at the forefront of content marketing; working with some of the most dynamic and exciting entertainment, music and media brands.

She brings to Edge the unique experience of working with these master storytellers and original content developers, and will be translating that experience into delivering integrated, sponsorship and event-led campaigns that will enable Edge to offer more opportunities to clients.

Says Fergus Stoddart, founder of Edge: “Edge is continually looking for ways to deliver new branded and marketing opportunities for our clients. Brands can no longer rely on traditional advertising to engage audiences – they have to create compelling content which provides real entertainment to consumers without being bogged down in pushy sales messages.

“I am excited about this new chapter at Edge. Andie brings a fresh, new perspective on how we can bring people closer to brands, exploring new opportunities to broaden our offering to clients and delivering world class work. We are fortunate to have her on board.”

Says Tickner: “We are entering an exciting period in marketing where content becomes a way to build relationships with customers outside of a product or offer, and will become a standard inclusion to every strategy.

“The entertainment industry understands this, and I think there’s a huge amount consumer brands can learn from it. Edge also gets this approach.

“They have a unique business model that fuses all the key ingredients of a creative agency with editorial expertise and a commercial offering with the most amazingly talented, fun bunch of people you could meet. I can’t wait to get started.”

Tickner has wide-ranging experience, working across a diverse range of brands, budgets and campaigns that include Woolworths, Optus, Huawei, Samsung, Nando’s, BWS, Lion Nathan and KFC, as well as international and domestic artists such as Katy Perry, Coldplay, Ricki-Lee, RedFoo & the Madden Brothers.