James Sawyer Appointed MD Of TotallyAwesome ANZ

James Sawyer Appointed MD Of TotallyAwesome ANZ
B&T Magazine
Edited by B&T Magazine



Media executive James Sawyer is joining TotallyAwesome as managing director of Australia and New Zealand operations.

He will lead the businesses’ media and content team helping clients and media agencies connect with kids, teens and their families via the TotallyAwesome digital platform.

TotallyAwesome is the world’s most advanced forum for kids, teens, ‘co-viewing’ families and brands to safely interact across thousands of apps, games and websites. The platform enables a youth-safe ecosystem with more than 8 million monthly active users across ANZ and 300 million monthly active users across APAC.

Sawyer has a 20-year career in Australian media and prior to joining TotallyAwesome he was managing partner of media agency IKON and a member of the agency’s national leadership team.

Prior to a long career at IKON Sawyer was Head of Media of the Foxtel brand team at Foxtel and has held other senior positions such as former client service director at Carat Australia.

“While still very much working in media, leading TotallyAwesome ANZ to its next phase is a career changer for me and I am looking forward to joining the business,” said Sawyer.

“As the industry moves away from cookie-based targeting TotallyAwesome is poised for growth through its visionary kid-safe technology and privacy-compliant digital ecosystem. This ensures a safe environment for young audiences to engage with branded content.”

Will Anstee, CEO of TotallyAwesome APAC, said he started discussions with Sawyer in January about the ANZ leadership role.

“James is the ideal executive for this key role. He is a highly respected media leader with finely tuned analytical, performance leadership and partnership skills. The business in ANZ and across APAC has enormous growth potential and James will play a vital role in helping us realise this potential.”

Sawyer is the latest senior appointment to TotallyAwesome in the first quarter of 2021, with additional positions to be announced in the near future. In January the business engaged eminent paediatric psychologist Amanda Abel to advise and assist with appropriate brand and audience connectivity.

The business has also engaged Sydney-based Alice Almeida to develop its APAC data, research and insights portfolio. Almeida is a specialist with 20 years of media, brand and consumer experience across TV, digital, print and outdoor.




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