When it comes to experiential, there are producers—and then there are legends. These are the creative powerhouses who turn brand ideas into jaw-dropping experiences, leaving lasting impressions on everyone lucky enough to attend.
Whether it’s blending high-tech installations with human connection or transforming event spaces into immersive worlds, these producers are redefining what it means to truly experience a brand.
In our last B&T roundup, we celebrated the Best of the Best People and Culture Leaders.
As we near the end of the 2024 season, stay tuned for upcoming Best of the Best features, where we’ll be highlighting top Media Strategists and Social Media Directors. If there’s someone you think should make one of these lists, let us know at [email protected]!
So, without further ado, let’s get started with the pros who make the magic happen.
10. Peter Thompson, Experience Director, Yakusan Brand Experience Group
Peter Thompson is an experienced Executive Director at Yakusan Brand Experience Group with over 25 years in creating and managing award-winning experiential, physical, and digital marketing programs. He specialises in crafting innovative, engaging experiences that blend cutting-edge design and technology to deliver impactful communications for both B2B and B2C clients.
With an “anything is possible,” philosophy, Peter is an agile, creative strategist and executive producer with expertise in emerging technologies. His leadership skills are complemented by a deep understanding of business development, enabling him to build strong client relationships and drive market opportunities. He excels in delivering tailored communication strategies, from interactive installations to data visualisation, all while pushing creative boundaries.
Peter’s career spans a variety of high-profile projects, including collaborations with clients like Novartis, Biogen, Disney, Toyota, Lexus, and more. His experience includes significant contributions to Olympic Games opening ceremonies, World Expos, and Hollywood blockbusters like Star Wars and The Matrix.
9. Vanessa Rolfe, director of client services, The Misfits Media Company
Vanessa Rolfe, Director of Client Services at The Misfits Media Company, has been a key figure in the company since joining in November 2018. Throughout her tenure, she has been instrumental in leading her team to deliver remarkable events and experiences for a diverse portfolio of clients across Australia and internationally. Rolfe’s work spans a range of high-profile clients, including Snowflake, the Asian Development Bank (ADB), and TPG Telecom. Her leadership is marked by a dedication to strategic, creative client service, enabling The Misfits to consistently craft tailored experiences that align with clients’ goals and amplify their brand presence.
Under her direction, the client services team has excelled in fostering relationships built on trust and mutual understanding, which has proven essential in executing memorable events that reflect each client’s unique vision. Her expertise in managing large-scale events and navigating the complex requirements of multinational clients has solidified her reputation as a leader who brings precision, insight, and an exceptional level of professionalism to every project. Vanessa’s contributions have not only driven The Misfits’ growth but have also set a high standard for excellence in the competitive media and events industry.
But of course, we might be a bit bias – The Misfits Media Company is the parent company on B&T.
8. Al Ferrier, Head of Production, Havas
Al Ferrier, Head of Production at Havas, is a versatile producer with a broad skill set that spans various media and formats. His role involves developing and producing a wide range of projects, including commercials, documentaries, audio pieces, animations, installations, TV shows, podcasts, and events. With a deep understanding of diverse production types, Ferrier brings creative and technical expertise to each project, ensuring high-quality output across multiple channels.
7. Whitney Eglington, senior producer, The Company We Keep (CWK)
Whitney is a highly skilled professional with a degree from QUT, recognised for her passion for the arts and her impressive technical expertise. With a strong foundation in product knowledge, project management, and strategic thinking, Whitney has the capability to turn any concept into reality. Her background spans event technology, production management, and digital platforms, equipping her to develop solutions that consistently deliver exceptional results. Guided by research, data, and a collaborative approach, she shapes outcomes that meet the highest standards.
In her role at The Company We Keep, Whitney plays a crucial role in managing key client and commercial relationships. Her extensive experience and skill set make her a balanced blend of leader, operator, and navigator on high-stakes projects. Admired and respected by peers, partners, and clients, Whitney is regarded as a future leader in the industry and a valuable asset to every team she supports.
6. Rosie Thompson-Jones, head of experiential & events, Yakkazoo
Rosie Thompson-Jones, now the Head of Experiential & Events at Yakkazoo, brings over twenty years of specialized expertise in crafting transformative event experiences. Having joined Yakkazoo in mid-September, Thompson-Jones’s appointment represents a significant win for the company, given her impressive background and extensive portfolio within the experiential sector. Her professional journey spans leading roles with renowned agencies such as George P Johnson and INVNT, where she has managed events across a wide array of industries, including pharmaceuticals, automotive, technology, finance, media, and IT.
Thompson-Jones has demonstrated her skill in overseeing high-impact FMCG B2B and B2C campaigns, as well as large-scale events like product launches, award ceremonies, conferences, and exhibitions. Her expertise extends beyond event production, encompassing strategic marketing and integrated communication campaigns across social media, web, print, and email to enhance event reach and brand engagement. She possesses a strong foundation in strategic planning, production logistics, and project management, which she has refined through roles such as Executive Producer at INVNT and Senior Producer & Business Leader at FCM Meetings & Events.
At Yakkazoo, Thompson-Jones now leads a team of dedicated professionals focused on delivering innovative and memorable experiences for clients across entertainment, travel, health, and education sectors. She is deeply committed to fostering a collaborative, diverse, and creative culture that aligns with client brand visions and resonates with audiences. Known for her passion for continual learning and openness to exploring new industry trends and technologies, she is quickly establishing herself as an invaluable asset to Yakkazoo’s future growth and success.
5. Olivia Randall, head of experience, Jack Morton Australia
Olivia Randall, currently Head of Experience at Jack Morton Australia, has been a pivotal part of the agency’s journey and growth for nearly a decade. She began her tenure in 2014 as a production coordinator, a role where she quickly demonstrated her aptitude for managing complex projects and fostering strong client relationships. Over the years, Randall progressed through various positions, each adding to her extensive understanding of both creative strategy and production logistics. Her experience has enabled her to bring a uniquely holistic approach to her leadership role.
In her current position, Randall oversees the experiential and engagement strategies for Jack Morton’s top-tier clients, including BWS, Samsung, and Telstra, some of Australia’s most recognisable brands. Her tenure has coincided with a transformative period in the industry, which she describes as a “circuit breaker.” This shift, brought on by evolving client needs and broader industry disruptions, has redefined the synergy between creative vision and production execution. Randall’s insights have allowed Jack Morton to stay ahead, fostering seamless integration between these realms and enhancing the agency’s value to its clients. Her dedication to crafting immersive and memorable brand experiences continues to drive Jack Morton’s reputation as a leader in the field, making her an invaluable asset to both her team and clients.
4. Edward Woolrych, head of projects, Rizer
Edward Woolrych has carved a remarkable path at Rizer over the past five years, evolving from an executive producer to the head of projects—a role he’s held since September of last year. With a solid 15 years of experience in the events industry, Woolrych brings a diverse portfolio of expertise to Rizer, particularly from his three-year tenure as chief operating officer at New York-based RAIOLA/Co. This role enriched his strategic leadership skills and honed his ability to oversee complex operations, providing Rizer with a competitive edge in the industry.
At Rizer, Woolrych has been instrumental in producing memorable, high-profile events for clients like Louis Vuitton, the FIFA Women’s World Cup, and Qantas. His deep understanding of technical production, combined with his COO-level insights, allows him to excel across all stages of the event lifecycle. From concept development and strategic planning to cost forecasting, project execution, and post-event analytics, he’s adept at steering projects to success.
Woolrych is passionate about blending creativity, technology, innovation, and efficiency to create immersive experiences that resonate with audiences. His approach prioritises collaboration and clear communication, fostering synergy across departments to bring visionary ideas to life. This balance, along with his interpersonal acumen, defines his leadership at Rizer, where he continues to drive impactful, innovative projects.
3. Claire Hewitt, executive producer, Amplify
Claire Hewitt has dedicated nearly eight years to Amplify, working in both their London and Sydney offices across two different stints. Initially joining Amplify in London, she later made a significant move to Sydney, marking a new chapter in her career. In 2022, Hewitt advanced from her role as Senior Producer to Executive Producer, a promotion that coincided with an influx of new client accounts, reflecting her strategic value within the agency.
As executive producer and head of production, Hewitt leads the charge in delivering high-impact projects across a diverse range of experiential and content-driven initiatives. Her extensive experience spans global consumer brands, where she has produced memorable events and activations for high-profile clients, including TikTok, Canva, Google, and Levi’s. Hewitt’s work embodies the agency’s commitment to “executional excellence,” with a production approach that integrates experiential marketing, partnerships, and content creation.
In her current role, Hewitt’s responsibilities have expanded to oversee the full scope of Amplify’s production output as the agency scales its service offerings. This role allows her to leverage her expertise in creating immersive brand experiences for clients like Nike, Airbnb, PlayStation, Smirnoff, and Spotify on an international level, ensuring every project meets the highest standards. Her leadership in production reflects her skill in not only managing high-profile clients but also in pushing the boundaries of brand engagement and audience interaction in today’s competitive market.
2. Mimi Fitzpatrick, executive producer, INVNT
Mimi Fitzpatrick has been a pivotal force at INVNT for nearly five years, having initially joined as a producer after an impressive seven-year tenure with Rizer. In her role as Executive Producer at INVNT, Fitzpatrick has steered some of the agency’s most ambitious branded experiences, including major projects for Netflix. Her work spans the entire APAC region, reflecting her broad understanding of diverse markets beyond Australia. Fitzpatrick’s portfolio showcases her skill in crafting immersive experiences that resonate on a large scale.
Most recently, Fitzpatrick and her team at INVNT took centre stage at SXSW Sydney, presenting the Discovery Stage—a program that explored cutting-edge topics from design innovation and space exploration to robotics, the integration of AI in art, and beyond. Under her leadership, INVNT’s contribution highlighted the intersection of technology, creativity, and culture, positioning the agency as a frontrunner in experiential storytelling within the region.
1. Miles Scott, partner & chief operating officer, Akcelo
Miles Scott, Partner and COO at Akcelo, has played a pivotal role in establishing Australia’s fastest-growing agency, overseeing business operations across finance, HR, delivery, and IT. As a co-founder, he has scaled Akcelo from a startup to an internationally recognised agency of over 200 employees across multiple global hubs in just three years, with no external funding. His operational expertise has enabled Akcelo to redefine the agency model, blending digital and experiential strategies to engage modern consumers in innovative ways.
Akcelo’s groundbreaking brand experience model spans digital products, spatial design, commerce, and content, which helped them secure the prestigious 2024 B&T Awards Grand Prix, traditionally dominated by more conventional agencies. Their impactful campaigns for brands like McDonald’s, TikTok, Asahi, and PepsiCo have set industry benchmarks, with projects like McDonald’s Monopoly evolving into record-breaking sales campaigns.
With a lean team of approximately 130, Akcelo operates on a “follow-the-sun” model, serving clients in 26 countries and delivering extended service hours without sacrificing employee well-being. Their offices in Sydney, Melbourne, London, and Vancouver, along with remote teams in LA, Nashville, and Amsterdam, support their global reach. Akcelo is committed to progressive leadership, maintaining a 50:50 gender split in leadership and prioritising employee welfare and environmental sustainability.
Since Scott co-founded Akcelo in 2020 alongside former VMLY&R colleagues Dave Di Veroli and Aden Hepburn, the agency has grown into a full-service provider across creative, digital, social, content, CRM, technology, and brand experiences. Akcelo has earned accolades like B&T’s Emerging Agency Award in 2021 and Experiential Agency Award in 2023, with Scott himself recognised as Best Experiential Producer. This dynamic agency continues to break new ground in the industry.
