Carat Sydney has announced it has appointed Jacqui Purcell as its head of ecosystem planning as part of an increased emphasis on bolstering the agency’s integrated communications planning capabilities.

Purcell joins Carat after two years at 303 MullenLowe, where she was general manager of media for the agency’s Sydney office. She brings with her over 12 years’ agency experience, including having also previously held client leadership roles at both Mindshare and Starcom.

Carat Sydney managing director Dan Sinfield said Purcell’s experience across the full spectrum of the communications planning process was integral to her appointment.

“Jacqui is a well-respected leader and an extremely knowledgeable planner,” he said.

“Her passion for the meeting point between data and strategy made her the perfect fit for the evolving needs of our clients.”

Commenting on her appointment, Purcell said she was looking forward to joining such a transformational agency.

“Carat’s focus on the total media ecosystem and growing expertise from a data perspective creates the opportunity to do some really great, innovative work – I’m excited to get started,” she said.

Purcell’s appointment is the latest in a number of recent hires aimed at diversifying the Carat’s expertise, including Brendon Cropper to the newly-created role of chief data and experience officer earlier in the year.