Wilf Sweetland to EP/MD of The Sweet Shop Australia as George Mackenzie relocates to NZ

Top international production company The Sweet Shop has appointed Wilf Sweetland (left) as EP/managing director for Australia following the relocation of George Mackenzie to Auckland to take up the role of managing director of The Sweet Shop, Asia Pacific & MENA.

Says Mackenzie: “Australasia is not only our home, it’s also a very important market. Increasing the company’s commitment to the region’s creative community is a reflection of just how important. Wilf is the right person to lead the next phase in Australia, as we look to expand our offering through the addition of local directors to our global roster. As for me, I am sad to say adieu to Sydney after 11 good years but I am also very excited about my new regional role in Auckland and the fact my move coincides with New Zealand hosting the rugby world cup should be seen as coincidence only.”

Adds Sweetland: “To say this is a rare opportunity is an understatement. Having admired and respected The Sweet Shop from afar, I was certainly honoured and extremely pleased to receive an invitation to join the team. It’s an exciting time, there is a lot of change going on in our industry, I believe The Sweet Shop is a big part of what’s coming next.”

Australian born Sweetland started out pursuing acting, a career choice that swiftly lead him to film production and after a sojourn in LA, he returned home to work in TVCs, finally ending up at Exit Films as a producer for Mark Molloy. With over eight years of award winning work under his belt, his experience is perfect for The Sweet Shop’s needs.

Says Sweetland: “Producing commercials in different countries can be truly challenging, yet also inspiring. Having spent time working in the local, US and European markets, I have been able to develop a global perspective on advertising production. As the market continues to question traditional production methodology, that experience will be all important when it comes to The Sweet Shop’s continuing ability to deliver world class craft to the Australian market”

These recent signings and internal moves are all part of the progression from a traditional to a contemporary production company. This market driven evolution centers on a product that combines The Sweet Shop’s directors, skilled in visual storytelling, with the digital and social media expertise of The Rumpus Room. The result is an ability to provide clients with holistic narratives and production synergy, across the many media disciplines, necessary in a modern campaign.

As a provider of entertainment that embraces both linear and non-lineal media, The Sweet Shop aims to continue to surprise and engage in 2011, whilst continuing its commitment to craft and innovation in storytelling.

Adds Paul Prince (above left with MacKenzie), CEO/founding partner of The Sweet Shop: “I’m flattered to have Wilf join our executive team. His and George’s leadership and their understanding of modern Advertising mean The Sweet Shop will continue to work with our directors and Australasian clients to create innovative campaigns that attract and entertain customers, in this contemporary communications landscape.”