Independent brand and creative agency Chello is powering up its team with five senior hires, strengthening its expertise across creative, strategy, account management, copywriting, and video production. The new appointments come as Chello scales to meet the demands of its growing client roster, including fresh partnerships with Klaviyo, Accor, and Qantas.
The new team comprises Tom Dabner as creative strategy lead, Lawrence Parmenter as creative director, Lauren Lawson as senior account director, Nicola MacAlister as copywriter and Jaron Lionel as senior video creative.
Dabner, who joins as creative strategy lead, brings over 14 years of experience in creative roles from the UK and Australia. He steps into his new role at Chello from SomeOne Sydney, where he was a Partner following its acquisition by VCCP. His prior work with the Australian Museum from 2020 to 2024 drove record-breaking visitor numbers, cementing its place as a cultural institution.
“I’ve admired the Chello team for years, both as professionals and as friends. This new role allows me to build on my background as a creative director while diving deeper into strategic thinking, which is something I’ve always been passionate about. Chello is buzzing with momentum and I’m excited to be part of shaping how we tackle challenges and create impactful, meaningful work for our clients,” said Dabner.
Parmenter, previously with Chisel, joins as Creative Director. With extensive experience in culturally driven campaigns, he helped reposition Nando’s as a youth culture brand in the UK and led TikTok launches for Tinder and LinkedIn in Australia. He will focus on integrating content and brand strategy to drive impactful campaigns.
“The exciting thing for me at Chello is the opportunity to change how content ladders up to brand. How can we build content and brand strategy closer together so we’re showing up for audiences in a way beyond advertising to bring brand missions to life?” Parmenter says.
Lawson brings a strong background in managing high-profile campaigns to her role as senior account director. In her previous agency role, she led Football Australia’s #Equaliser campaign in support of better women’s football facilities during the 2022 federal election, which secured over $18 million in election commitments and won two PRIA Golden Target Awards.
MacAlister, an accomplished copywriter from Scotland, joins the team in the same capacity. Her portfolio includes global campaigns for Spotify, such as scripting the Brit Awards and launching Spotify Audiobooks in the UK. In her new role, she will enhance Chello’s creative output with her expertise in engaging content.
Lionel, who comes from a London-based creative agency ZAK, steps into the role of senior video creative. In his last role, he led the creative development for G-Shock’s ‘Built Different’ campaign, which won EMEA Brand Film of the Year for its innovative storytelling and production. At Chello, Lionel will focus on elevating the agency’s video capabilities and delivering impactful stories for its growing client base.
“At Chello, we’ve always believed in the power of smart, creative thinking to drive meaningful results. These new hires bring fresh perspectives and deep expertise that will help us push boundaries and create work that truly resonates. With recent standout campaigns for brands including My Muscle Chef, Chery Motor, Shopify and Klaviyo already under our belt, this team positions us to do even more. It’s a strong team able to tackle our client’s biggest brand and marketing challenges,” said Lindsay Rogers, managing director of Chello.
