The Lottery Corporation (TLC) has appointed award-winning creative leader Joe Hawkins as its head of creative strategy – joining TLC’s Group Brand, the company’s internal creative and production agency.
Hawkins brings more than 25 years’ experience across creative direction, copywriting and creative strategy, having worked with leading agencies and brands across Australia, New Zealand and Asia.
Based in Brisbane, Hawkins joins TLC following senior creative roles at Engine Brisbane, JWT/WundermanThompson Sydney and Perth, McCann Sydney, DDB Aoteroa and R/GA Singapore.
His work has been recognised by some of the world’s leading creative and effectiveness awards, including Cannes L, D&AD, The One Show, Clio and the Effie Awards. This includes Western Australia’s first Digital Lion as well as multiple Siren Awards.
In the newly created role, Hawkins will translate business and brand strategy into distinctive creative platforms, ideas and experiences across The Lottery Corporation’s portfolio.
TLC Group Brand general manager James Bickford said the appointment formed part of TLC’s continued investment in building stronger strategic and creative capability in-house, bringing brand, strategy, creativity and production closer together.
“Joe brings a rare combination of strategic thinking and genuine creative firepower. He understands how to take a business or brand challenge, find the human truth inside it and turn that into an idea people actually want to engage with,” he said.
“As we continue to evolve The Lottery Corporation and our brands, we want creativity to play a much bigger role in how we earn attention, create entertainment and connect with Australians. Joe will be an important part of making that ambition real.”
As head of creative strategy, Hawkins’ remit will span strategy, concept development and creative excellence, supporting major brand platforms, campaigns and customer experiences.
“Roles like this, to join an iconic and beloved brand like this, don’t come around too often. The opportunity to join The Lottery Corporation at this stage of its evolution was incredibly compelling – a brand that’s part of Australian culture, with a huge amount of creative potential and passion,” Hawkins said.
“I’m excited to work with the team to build ideas that are strategically sharp, creatively ambitious and genuinely entertaining. Let’s roll!”
