Blobfish International, experiential sampling media network, has appointed content lead, Angelica Naranjo, as its new head of client services and operations.
In the newly created role, Naranjo will be responsible for leading the Blobfish Australia team, ensuring strong content delivery across all campaigns, while also focusing on expanding the business into new remits and client and network partnerships.
Naranjo brings 15 years’ media experience to Blobfish, with expertise in creating integrated, brand-funded and original content, experiential marketing, and delivering brand sponsorships and partnerships.
She comes to Blobfish from Paramount Australia, where she was a senior project manager, working on CommBank’s brand-funded content series, The Brighter Side.
Prior to this, Naranjo was the head of original and integrated content at Mediabrands, where she helped lead the establishment of Mediabrands Content Studios—the agency’s creative, sponsorships and experiential division.
During her tenure, the studio became a leader across all Mediabrands global markets, delivering award-winning work for clients like LEGO and Nitro Circus.
Additionally, Naranjo spent more than eight years at UM in account management before being appointed as director of UM Studios Australia, delivering original, co-branded and addressable content for a range of clients.
“We are very excited to have such a powerhouse like Angelica leading our client services team,” said Blobfish International director, Nicolas Cann.
“Angelica will be critical in taking Blobfish into a new era, as we focus on levelling up the business in 2026. Our vision to dominate the global sampling and activation space is only possible by having a strong team—we’ve experienced solid growth over the past 10 years, and we know this will continue, particularly with Angelica coming on-board. As Australia’s only sampling media network, we are focused on providing clients with engaging and effective activations which Angelica will lead.”
Commenting on her appointment, Naranjo said: “Joining Blobfish as the business embarks on its second decade is a thrilling opportunity. I’m eager to align Blobfish’s client services
and operations to not only sustain momentum, but to also build the strategic framework that will define our next 10 years of growth. I look forward to working with Nic and the team to continue to produce work defined by innovation, excellence and shared success with our clients and partners.”
Celebrating its 10th anniversary in 2025, Blobfish has built an extensive network of partners, including Uber Eats, Door Dash, Airbnb properties, hotels, rideshare vehicles, childcare centres, universities and health and fitness venues opening a range of environmental sampling opportunities in Australia, New Zealand and the UK.
The network has worked with many well-known local and global brands, including Aperol, Unilever, Mondelez International, Danone, Bundaberg, Bega and Nestlé to reach customers in real
environments.
Naranjo’s appointment is effective immediately.
