First Nations-led cultural change agency and consultancy YarnnUp has appointed former Dentsu media leader Fiona Johnston as managing director.
Johnston will oversee management of the business working alongside founders William Trewlynn and Ray Alam as the agency scales nationally. With the aim to invest in new services, talent, and client partnerships to help drive positive impact for First Nations representation across all Australian companies.
Johnston brings years’ of leadership experience, having held senior executive roles at agencies including UM, MediaCom, Havas and, most recently, Dentsu.
Founded in 2018 and grounded in its philosophy of “Blending Wisdom, Inspiring Change”, YarnnUp blends First Nations knowledge with behavioural science, strategy, and creative to help organisations create meaningful, lasting cultural change.
It’s services include consulting, creative and capability, and its clients include Tourism Australia, McDonald’s Australia, Allianz, DHL, QBE, Philips Australia, the Brisbane 2032 Olympic and Paralympic Games, Seqwater, SAS, The a2 Milk Company, and Craveable Brands.
Johnston’s appointment comes after a period of growth for the business, with several new client wins and initiatives set to be announced in the coming months.
“We’re exceptionally proud of what our team has built, and we’ve reached a moment in our growth where realising our full potential means working in a new way. Bringing Fiona in as managing director does exactly that,” said Trewlynn.
“Our ambition is bigger than the business and that’s where Fiona’s experience and passion come in. We want to change the way this country understands leadership. We’re sitting on 60,000+ years of knowledge about how to lead, how to relate to one another, how to make good decisions, and I want that in boardrooms and cabinet rooms, treated as real intelligence, not a nice-to-have on the side.
“We’ve always believed our work should create lasting behavioural change, not just tick compliance boxes. Fiona understands both the commercial realities our clients face and the importance of building organisations that are culturally capable, sustainable and future-focused. As we continue to grow, her leadership will help us scale without compromising the values and purpose that have shaped YarnnUp from day one,” said Alam.
Johnston said: “I’m excited to help realise the next phase of the YarnnUp business, leading an amazing and talented team, alongside Will and Ray, to ensure our impact and client partnerships can create important work that makes us all proud. Culturally sound, client inspired and commercial success with purpose.”
