Ex-ZenithOptimedia chief innovation officer Aaron Michie joins Guardian Labs as director

Guardian Australia has today announced the appointment of Aaron Michie to the role of director of its commercial branded content division, Guardian Labs.

Michie, previously chief innovation officer at ZenithOptimedia, has joined Guardian Australia. He brings extensive strategic experience in digital and advertising and will play a key role in expanding the offering in Australia.

Michie will be responsible for growing revenues and overseeing content delivery in Australia. He will report directly into Guardian Australia’s managing director, Ian McClelland, and will also work closely with Anna Watkins, managing director of Guardian Labs in the UK.

Says McClelland: “Aaron is an excellent hire for us and we are excited to have him on-board. He is an industry leader and brings extensive agency experience across multiple disciplines, which will be vital as we continue to develop market-leading solutions for our clients.”

Says Michie: “I’ve long admired the Guardian and am incredibly proud to join such a talented team. I’m really looking forward to working with everyone on growing the business and making Guardian Labs a market leader in innovative and effective brand partnerships.”

Globally, Guardian Labs now has over 130 content specialists creating world-class native advertising, built on content, tech and data. In 2016, the local team are looking to partner with authentic brands that align with the Guardian Australia’s 2.944 million readers (Nielsen, February 2016).