Spectrum Group Appoints New Creative and Social Director

Spectrum Group has today announced another senior appointment in a newly created role, expanding its services offering for the second time this year.

Following on from the addition of Brian Corrigan as Content Director in March to lead its content marketing business – Magnetic Content, Damian Madden joins the group from Hoyts Entertainment as Creative and Social Director.

Madden’s appointment is further testament to Spectrum Group’s growth and commitment to becoming a ‘next gen’ agency, capable of servicing the rising demand among clients for integrated content, creative, social and public relations.

Reporting to Group Business Director Aaron Crowther, Madden will be tasked with actively integrating innovative approaches into programs for clients. Crowther says clients at Spectrum Communications, Max Australia and Magnetic Content will benefit greatly from more video, social and experiential activity. He also expects increased interest from consumer clients who are willing to push the envelope.

Damian Madden and Aaron Crowther

“This is such an exciting time to be in the communication business because there is so much change,” said Crowther. “Damian will help us capitalise on this transformation. He brings an amazing depth of experience in creative and social. We are here to disrupt the establishment. We want to revolutionise people’s belief about what can be achieved with public relations and content marketing. There are a lot of people talking, but far less putting their words into action.”

Madden has extensive experience building and running multi-discipline digital creative teams and has a deep understanding of storytelling and brand communications within the digital/social/mobile landscape. He recently oversaw the rebranding of Hoyts Entertainment, acting as brand custodian and establishing a set of guidelines across all points of communication (from print to TVCs, digital to display). Having won an ASTRA Industry Excellence Award for his use of technology to promote interactivity in the Australian subscription TV industry, he also helped to lead the redevelopment and launch of the Vodafone website, online store, and customer self-help portal, creating an intuitive, customisable user experience that prolonged engagement.

“My career has been built around my passion; helping brands tell brilliant stories and better engage with their customers digitally,” said Madden.

Crowther said Spectrum Group is motivated by challenges. “We are here to take tough briefs from clients and resolve them with 360-degree thinking. The programs we run support the commercial objectives of clients. It’s a different approach. More than ever there is a need for brand mentorship. Our mantra is to connect brands with people through authentic relationships that deliver commercial value.”

Madden is joined by Social Strategist Nel Wolf, who also brings with her an impressive array of experiences running social programs. “With Damian and Nel joining a team of 20-odd digital native communication professionals, we are proving social is not, and should not be, disconnected from PR or content. Our programs leverage social wherever possible to engage audiences and measure performance,” said Crowther.

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