Sweetshop Australia promotes EP Edward Pontifex to the role of managing director

Sweetshop has announced Edward Pontifex as its new managing director of Australia, following Wilf Sweetland’s promotion to chief executive officer as part of a wider global management restructure.

As managing director and executive producer, Pontifex, with the continued support of EP Loren Bradley who is based in its Sydney office, will oversee the Sweetshop’s international roster of directors, while maintaining the company’s commitment to craft, creative storytelling and filmmaking.

Says Sweetland: “Edward is hugely respected and well-liked by agencies and Sweetshop’s family. He is a man who understands our commitment to craft and whose passion for quality complements our clients’ growing ambitions. He’s an inspiring leader and he’s unequivocally the right person to lead our next phase in Australia.”

Says Pontifex: “To have the opportunity to follow Wilf’s firmly established legacy of leadership and work with our talented team of directors, production team and clients is both humbling and exciting.”

Pontifex joined Sweetshop in 2013 as executive producer and has worked with many wide-ranging brands, including CUB, ALDI, Tourism Victoria, TAC and agencies, such as Clemenger BBDO Melbourne, The Monkeys, BMF and DDB. He has judged at Award and New York Festivals.

Says Paul Prince, founding partner and chairman, Sweetshop: “During his tenure as managing director, Wilf has ensured Sweetshop Australia remains hugely important to us strategically. It has been a resounding success, producing high-quality content for the local market. I now have total confidence that Edward will build and grow the company significantly alongside our talented team.”