Haystac Australia’s general manager Patrick O’Beirne has been promoted to managing director of public relations, overseeing Dentsu Aegis Network’s Haystac and Spark agencies across Australia and New Zealand.
O’Beirne joined Haystac in 2010 as GM for Australia, a role that has seen him launch the Brisbane and Perth offices and create the digital and social media division.
Luke Littlefield, CEO of Dentsu Aegis Network ANZ, said: “I’m delighted to announce Pat’s appointment as MD of our PR division across ANZ. Having conducted an extensive global recruitment process for this role, I am confident that Pat is the best candidate for the role.”
“Pat’s commitment to his team and to evolving our group’s PR offering for the changing communications landscape were key factors in his appointment. He has a strong and ambitious vision for Haystac and Spark and will do an exceptional job leading both agencies moving forward, and as a valuable member of Dentsu Aegis Network’s executive leadership team.”
O’Beirne said he was thrilled to lead Haystac and Spark and said the PR division is an “exceptionally strong position”, with Officeworks, Melbourne Racing Club and Melbourne Spring Fashion Week among a number of new clients.