Havas Red has appointed Emily Fadeyev as group practice head for Automotive, overseeing the partnership with Toyota and Lexus, part of Toyota Motor Corporation Australia.
Based in Melbourne, Fadeyev’s appointment follows the retirement of Patrick Lyons, who helped shape automotive communications in Australia for decades, including eight years with Havas Red.
Fadeyev has nearly 20 years of experience spanning strategic communications, corporate affairs, brand activations and sponsorships.
“Emily’s appointment further strengthens our automotive practice. Her leadership will drive communications for our long-standing partnership with Toyota and Lexus, two of the world’s most dynamic automotive brands,” Steve Fontanot, commercial managing director for Havas Red, Asia-Pacific, said.
“Emily is a highly respected voice in the industry with a track record in strategic communications. We’re thrilled to welcome her to Havas Red, which includes 30 of the most talented automotive specialists in the industry,” Fontanot added.
“I’d also like to take the opportunity to thank Patrick for his passion, professionalism and dedication to excellence, which have set the benchmark for automotive communications for an impressive four decades. His partnership and friendship have been invaluable, and we wish him a happy retirement in sunny Queensland with his wonderful wife, Fran,” Fontanot added.
“It’s time… to retire and rewire! I’ve pulled the pin after 49 years in the workforce, almost exclusively in automotive since 1988, including the past 19 years agency-side with Toyota Motor Corporation Australia and Lexus Australia. I’m grateful to have been able to contribute to the outstanding work performed by the talented Havas Blvd and HAVAS Red AU team (and TPG previously),” Lyons shared in a LinkedIn post.
“Over the years, we have fostered an almost symbiotic agency-client bond and played a significant role in the remarkable success and industry leadership of these exceptional automotive brands. In continuing to be available for consultation on an “as needed” basis, I’m particularly keen to maintain and express my appreciation for the valued personal and professional relationships formed over almost half a century – work colleagues, journalists, PRs, auto execs and, yes, even a few pollies from my Spring Street and Canberra days. Let’s keep in touch! My main ambition, though, is to live an active retirement (with lots of slow travel) and make it up to Fran for all the time spent obsessively focused on work. As I said, it’s time!” Lyons added.
Fadeyev’s campaigns, from Renault F1’s return to Formula 1, to the ‘Nissan Patrol Warrior’ by Premcar launch, have earned her respect across media and industry circles.
“I’m thrilled to join Havas Red at such a pivotal time,” said Fadeyev. “The opportunity to lead communications for two iconic brands, and build on the legacy of someone like Patrick, is both humbling and energising.”
