Cleve Cameron joins Affinity ID as CD

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Cleve Cameron, Creative Director and Sonya Crosby, General Manager Customer Insights, from Affinity ID.jpgNew Zealand’s digital engagement agency Affinity ID, which opened its first office in Australia last month, has appointed two key players to help expand its trans-Tasman offering.

Former BMF Sydney and Naked Sydney creative Cleve Cameron (pictured) comes onboard as the digital agency’s first creative director.

Sonya Crosby (pictured), who has held senior management roles with Powertel and Brambles Industries in Sydney and McCann Worldwide in Brisbane, also joins as general manager Customer Insights.

Cleve, who worked for Saatchi & Saatchi Wellington before working in Australia, joins Affinity’s fast-growing creative shop. Known as a multi-media story teller, he takes a non-traditional approach to integrated campaign work. He is regarded as highly innovative and compelling creative, whose talents also extend to book writing, film making and music. In Australia, his work included the awarded ‘Don’t Feed the Ducks’ campaign for Wonder Performance Bread, the ‘Happy Mouths’ campaign for Coca Cola and creation of an impromptu racetrack around Kings Wharf in Sydney for Mini at the Sydney Motor Show.

Formerly managing director of Datamine, one of New Zealand’s leading data mining agencies, Crosby’s career has spanned insight generation, strategy and planning with agency, client and industry organisations including Saatchi & Saatchi, NZ Post, McCann Worldwide in Brisbane, TV3, Newspaper Advertising Bureau and Powertel in Sydney.

While both will be Auckland-based, they will extensively work on Australian client business as Affinity makes inroads with its world-class engagement approach.

And on the technical front, American Daniel Auld takes up the pivotal role of creative technologist, translating campaign briefs into technical know how. A leading IT strategist, he joins Affinity from Oktobor Interactive in Auckland, after a 15 year career in the US working for a stellar clutch of IT-driven companies including Yahoo and IBM.