WPP’s Comms Agency opr Expands Senior Leadership Team

WPP-owned communications agency opr has appointed Melissa Cullen (middle main photo) as managing partner and Ben Cooper (left), associate director creative and digital. The agency has also promoted Dan Young (right) to the newly created role of chief digital officer.

In her new role Cullen is the client lead for Microsoft; Young continues to oversee the agency’s digital and social capabilities; and Cooper – who returns to opr following two and a half years in the United States at Netflix – will work across several of the agency’s clients.

“We’re really excited about Mel joining us to lead Microsoft, one of our longstanding and strategic clients. Additionally, the new role of chief digital officer for Dan enhances our integrated digital services capabilities and recognises his value to the agency and our clients,” said opr CEO Richard Brett.

“Ben re-joining in the new role of associate director, creative and digital, will add additional international experience and fresh digital insights into the agency.”

Cullen joins opr following two years as a freelance consultant. Prior to that she was co-founder and managing director of Res Publica, where she worked for 15 years on leading blue-chip brands that included Lion, Unilever, Westpac, Jurlique, Priceline and Gatorade.

“Mel is an experienced leader who thrives on the challenge of leading groups and individuals, drives collaboration and excellence in client service. We’re excited to have her on board,” Brett said.

Cullen said: “opr is an agency I’ve respected for many years, so the opportunity to join them at a time of continued growth and innovation and lead a brand like Microsoft, was a very attractive proposition.”

Since joining opr early 2017, Young has been implementing innovative digital and social change across the agency and leading digital campaigns. Key to the agency’s growth is the expansion of its fully integrated marketing communications capabilities, and greater expertise in storytelling into owned, paid and direct channels.

Young is also a key member of the agency’s innovation team, which has seen opr launch a new influencer offering and b2b performance marketing product.

“We’re seeing increasing demand from our clients for integrated, audience led campaigns that connect earned with owned and paid media to deliver results,” said Young. “We’ve grown our digital, creative and content capability and will continue to attract specialists that can drive growth and deliver innovation both in how we work as an agency and the type of work we do for clients.”

Brett concluded: “Our goal is to keep growing and maintaining our position as the largest and most specialised integrated communications agency in Australia to one that leads with data, creativity, integrated campaigns and effectiveness. Dan is instrumental in leading our integrated digital offering from one that is aligned to a primary channel offering.”

Cullen’s and Cooper’s appointments and Young’s promotion are effective immediately.

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