Droga5 has hired Holly Alexander to the newly-created position of head of content to deal with a growing demand for below-the-line content.
Her remit will include overseeing the agency’s existing broadcast production department and creating both long and short form assets in response to increasing client demand for multi-platform content creation.
David Nobay, Droga5’s creative chairman said: “With the recent addition of clients like Qantas and Woolworths, who themselves boast an enviable range of owned screens – inflight, in-store and beyond – we’ve seen a growing demand to extend our production reach further than simply broadcast media.”
Most recently, Alexander was executive producer of @radical.media where she oversaw the creation of MSF.TV; a custom-built online TV channel for M√©decins Sans Fronti√®res that offers live daily broadcasts, as well as a 30 minute TV show for the launch of the Toyota FJ Cruiser.
Sudeep Gohil, the agency’s CEO said: “This new role is as much about creating new opportunities for consumer-engagement, as it is about producing the finished content.
“Holly will work right alongside Katie Dreke, our innovation director, to ensure that the ideas that excite us are ultimately practical and achievable for our clients.”
Katie Dreke joined the agency last October from Amsterdam, where she was previously global innovations director for Adidas.
Alexander said: “Having spent the last two and half years working with global transmedia company, @radical.media, this role feels like a natural progression for me.
“We as an industry are being challenged to constantly come up with innovative ways to engage the consumer and as a result, we are seeing an explosion of creativity. There is no doubt that Droga5 is among the top creative agencies leading this charge and I couldn’t be more excited about joining the team.”