Paper Moose has announced the appointment of James Sykes as head of strategy.
Nick Hunter, CEO and co-founder of Paper Moose, commented: “Having a strategic titan like James join the herd is incredibly exciting. His wealth of experience across business strategy, comms strategy and new product development is a thrilling complement to our creative offering and I’m very much looking forward to him sharpening all aspects of our strategy even further”.
Sykes is a veteran from both agency and client side after 15 years in WPP’s European creative, design and media agencies, then a stretch as CMO Asia Pacific and Latin America at Beam Suntory. Locally you’ll recognise his work in Jim Beam and Canadian Club, now being staple Australian brands. ‘Over Beer’ is a great example, with the brand platform having snagged multiple Effies. More recently he conceived, designed and brought to market ROKU gin, now bigger than Hendrick’s in Australia.
Sykes commented: “My bent was always spotting the ideas that make a difference and driving them home, striking a degree of risk that works for everyone. Moose is a decade long example of how I always imagined agencies should be, but never quite materialised. Moose is all scrum, no silo, with production, tech build and design under one roof. It shortens the distance between idea and reality, so it feels like coming home to a renovation I never quite finished.”
Recent growth at the agency has seen a number of new hires across the business. They come off the back of several client wins and reflect the ongoing success of Paper Moose’s unique creative/production hybrid model.