All-in-one agency Atomic 212° has announced it has hired content and brand entertainment expert Kellie Holt as head of content.

Sydney-based Holt joins the agency after six years in New York City working with some of the leaders in the media and entertainment industries. She was most recently the director of branded entertainment at Havas Media in New York.

In her new role, Holt will work closely with Atomic’s creative and media specialists, and will sit within the agency’s senior management ranks.

Since starting at the agency, Holt has already made it her mission to implement genuine transformation industry-wide.

“I want to change the marketing mindset which is so prevalent across our industry,” she said.

“So many of us, whether we are agencies or clients, wear a ‘marketing hat’. This can be quite limiting because we have a preconceived notion of what is and isn’t marketing.

“Instead, we should be thinking like creators, journalists, filmmakers, educators and entertainers, developers and, of course, like marketers as well.

“We need to engage people who are not just numbers on a screen. We are humans talking to humans. Sometimes this can become lost when we put our ‘marketing hat’ on.”

Atomic CEO Jason Dooris said there has been a buzz in the office since Holt started.

“She has a unique way of solving client problems, and her approach to content is one of the most innovative I’ve ever seen,” he said.