Since the integration of GALKAL and Fiftyfive5 late last year, Fiftyfive5 has appointed directors, Kristy Richards and Matt Pearce, to lead the Melbourne business.
Richards brings a wealth of agency and client-side experience and expertise in consumer and cultural insight driven strategy. After 10 years at Added Value, 5 at The Lab and having worked in a multitude of sectors, companies, countries and cultures, Richards further strengthens the senior team at Fiftyfive5, and with Pearce, will drive the Melbourne office growth.
Richards said: ‘It’s an exciting time in research with clients wanting to fuse traditional and emergent research techniques to find new, nimble, commercially pragmatic ways to unlock growth.
“I’m looking forward to working with the team at Fiftyfive5 to create sharper, faster ways of using research and insight to inform strategy and optimise in-market execution.”
Previously, Pearce was Clemenger BBDO Melbourne planning director at, where he was instrumental in pushing the agency to Number 1 in the world at Cannes and D&AD in 2017, and prior to that, worked at GALKAL and TLE. He brings over a decade of know-how to the team, specialising in behaviour, brand and category strategy and has worked across a range of iconic businesses and brands, including Mars, CUB, TAC, beyond blue, ahm, and DrinkWise.
Pearce said: “If working at a creative agency has taught me anything, it’s the power of a precise story that can move individuals or businesses forward. I’m pumped to fuse that precision with a deep understanding of the consumer.”
Alongside the new directors, we have further enhanced the qual, quant and consulting capability with the recent hires Matthew Scott, Thomas Barbera and Charlie Rose Mitton.
“With Tom, Charlie and Matt joining Anna, Deepshikha, Jemimah & Laura we have some of the best research talent in Melbourne which is already translating to strong growth for the business,” said Richards.