McCann Melbourne Appoints Digital Director

McCann Australia has appointed Tony Prysten to the role of digital director of its Melbourne office.

Prysten’s reputation has been built on two decades of digital leadership and innovation, principally at Igloo, the agency he co-founded and served as creative director.

At Igloo, Prysten oversaw the company’s growth from start-up to one of Australia’s leading digital agencies, responsible for clients including Mazda Australia, Cricket Australia and the Red Cross Blood Service.

At McCann he takes on the responsibility of driving the digital direction across the McCann client base that includes L’Oreal, the Federal Government, Bendigo Bank, Metro Trains, Lion Foods and Tigerair.

Adrian Mills and Tony Prysten

Prysten’s appointment follows the recent appointment of David Ponce de Leon as McCann Melbourne creative director and the continued success of the agency in both creative and effectiveness awards. The past two years saw McCann Melbourne bring home a record-breaking Lions haul, including five Grand Prix in 2013, and this year’s Grand Prix for Creative Effectiveness along with 31 more Lions.

McCann Melbourne was also the world’s third most awarded digital agency. In February, the agency tied for first place in The Gunn Report and is currently the top ranked Melbourne agency in both Global Effies Effectiveness Index and the WARC Top 100.

The continued resurgence of the agency has also seen a strong year of new business wins, including L’Oreal Digital, the Victorian WorkCover Authority and Pac Brands Workwear.

Adrian Mills, McCann Melbourne managing director, said: “We’ve been quietly putting in place a team of first-class talent to support the ambitions of our growing client base. In Tony, we have a genuine digital leader and Melbourne agency legend. We feel privileged that he’s chosen to work with us.”

Pat Baron, McCann Melbourne ECD, added: “Tony is one of the truly innovative thinkers in our industry. His passion and strategic leadership are inspiring and we couldn’t be happier that he’s joined the team. Tony’s one of those very rare guys that gets both digital and people. He’s a real talent and we’re honoured to have him onboard.”

Tony Prysten, new McCann Melbourne digital director, said: “Problem solving and creative thinking is at the core of everything McCann does. I am working alongside a great bunch of very talented, entrepreneurial people that are truly focused on delivering brilliant work for their clients. McCann ticked everything I was looking for in an agency and I look forward to being part of a great moment in McCann’s journey.”

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