Red Guerilla for Red Agency

Red Guerilla for Red Agency

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.”

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