B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Red Guerilla for Red Agency
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Red Guerilla for Red Agency
Marketing

Red Guerilla for Red Agency

Staff Writers
Published on: 19th February 2014 at 12:47 PM
Staff Writers
Share
3 Min Read
SHARE

A new stream of Red Agency will see Nigel Hickey appointed to head up “Red Guerilla” division as the agency moves towards an increased focus on strategy, brand experience and activation.

Red Guerilla will also help support the Australian branch of Red Agency’s sister agency, Havas Worldwide.

See full release below for more information.

 

Red Agency has appointed Nigel Hickey to head up its experiential division as the agency moves towards a greater strategic focus in brand experience and activation. The PR, social and experiential agency will rename the division “Red Guerilla”. Nigel Hickey joins from Traffik (part of Clemenger Group), and brings more than a decade of advertising and marketing experience to the team.

Winner of numerous international and domestic awards in recent years, Red Agency has seen huge growth.  The new hire signifies a major step towards a shake-up of the traditional PR model by the renegade PR group. The agency, which collaborates regularly with sister advertising agency, Havas Worldwide, will also be utilising the Red Guerilla brand to support the Havas Australia Group.  Hickey, who was Sydney Business Director at Traffik and prior to that Managing Director at Marc Edward Agency, will report into Red Agency head, James Wright.

Wright said: “Our success and growth in recent years is encouraging us to be more aggressive in investing in those areas where we see most potential. Over the past 6 months we have been mapping out our assault on the traditional PR agency structure and are implementing a new model that better represents what our clients are looking for from us, one that is more agile and specialised. Nigel’s appointment is a key pillar in that investment.”

Hickey said: “I'm thrilled to join Red Agency and lead Red Guerilla. Brand experiences allow marketers an opportunity to tell people not what they are, but who they are. It’s that brand story that creates meaningful connections with people, who become consumers.”

Wright continues: “I hear a lot about the ‘agency of tomorrow’ when what we should be looking at is the ‘agency of right now’. In my view, PR teams today need to be focused on compelling storytelling, social engagement, brand experience and content creation, all of which is embedded in audience insight and brilliant creative.”

Red Agency has offices in Sydney, Melbourne and Brisbane.  It offers strategic public relations and marketing communications for clients across consumer, corporate, technology and government.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?