Innocean Australia CEO, Jasmin Bedir, has announced that former Cummins & Partners national executive creative director, Brendan Willenberg, has joined the agency as its new executive creative director.
Willenberg has enjoyed a 20-year career as one of the nation’s top creatives and led campaigns including “Pitvertising” for Rexona, “Losing Lena” for Code Like a Girl, “Support Acts” for Wrigley’s Extra, and “Fallout with a V” for V Energy drinks.
Willenberg began his career as a copywriter at McCann, before moving to Clemenger where he spent more than a decade and became executive creative director. He then moved to Archibald Williams as executive creative director and creative partner before joining Cummins & Partners. When he’s not creating work, Willenberg can be found hosting the Eastside FM radio show EXPANSIONS.
“I’m so excited to welcome Brendan to Innocean and our team. Brendan is just as excited about building an end-to-end creative company and growing our agency as we are, but also brings the maturity and tenacity to put this into action – we feel like we have found our perfect match,” Jasmin Bedir said.
“He brings incredible agency and brand experience to Innocean – but what we like the most is that he is a self-described ‘slight unicorn’ – a big brand/platform creative leader with brilliant digital and CX skills, which is exactly what we have been building. Growth and making our best work yet are Innocean’s focus for 2025,” Bedir added.
“We’re thrilled to have Brendan bring his considerable firepower to the slate of impactful, cohesive, end-to-end media and creative solutions we have planned for 2025. Our clients will continue to benefit from the advantages that come when we connect the whole picture together and it doesn’t hurt that he’s also just a very good egg. Jasmin and I couldn’t be happier to welcome Brendan on board,” Innocean chief strategy officer, Giorgia Butler, said.
“Jas has transformed Innocean into an offering with a formidable set of disciplines at the same time that I’ve undertaken a similar creative odyssey. Our paths have collided at the perfect time. Between Jas, Giorgia, and myself, I’m excited to bring our creativity and chemistry to the phenomenal client roster and the broader Australian market,” Willenberg said.
“We had a great four years together, and we wish him nothing but the best,” Willenberg added.
Willenberg’s appointment follows the news that Innocean has introduced a media planning and buying division within the agency with three foundation clients in Hyundai, Geotab and Sandhurst Fine Foods.
Willenberg’s appointment is effective immediately.
