Performance agency Tiger Pistol Australia is strengthening its offering with the addition of three new hires across its key business pillars: creative, strategy, infrastructure and technology.
Raphael Elisha (pictured left) joins as Tiger Pistol’s new Creative Director, and will lead a restructure of the creative department, allowing the agency to continue pushing the boundaries of what’s possible on digital. Jacqui Diamond (pictured middle) takes the role of Strategy Director, bringing a wealth of experience and marketing knowledge to the agency’s clients. Sarafraz Johl (pictured right) takes the lead of development, helping continue their innovative proprietary technology.
The appointments come off the back of increased focus of the agency’s creative and strategic work. “More and more, our clients are inviting us to work on their overall brand and comms strategies,” says Troy Townsend, Tiger Pistol Australia’s CEO. “While we’ve been known for our tech-led work in social, we’ve always had a deep understanding of how to best integrate digital, social and Out-of-Home to drive sales in-store and online. By bringing on Raph, Jacqui and Johl, we’re really strengthening our offering in these areas.”
Raphael Elisha joins Tiger Pistol following a successful career in film production, most recently as a director at Airbag, where he directed the Tigerair “Chickens” spot, which earned him Bronze Lion for Best Film at Cannes.
Says Raphael: “Coming from a more traditional production background, working with traditional agencies, I can tell you that Tiger Pistol is doing some exciting stuff in the digital landscape. Whilst they originally started with a tech mindset some nine years ago, they are now leading the charge with a creative focus, and for me, it is a great time to join the company to help build and develop some world-class creative for clients. And while it’s a cliché to end on this note, I will say, watch this space.”
Jacqui is a strong leader and mentor to Australian businesses, having run a strategic consultancy prior to joining Tiger Pistol and holding Director roles to deepen her understanding of business performance. She brings with her a wealth of general marketing knowledge from more than 15 years in the industry, most notably in customer centric roles driving profitability.
Says Jacqui: “I love the way the Tiger Pistol teams disrupt, interrogate, challenge and improve every campaign and business they work on. Their view on the world is unique and results speak for themselves. I’m thrilled to be part of such a talented team of digital experts and look forward to helping to strengthen that work.”
Johl brings more than a decade of development knowledge across three continents, having worked in the UK, India and Australia. With experience in both large and small companies, he’s particularly enthusiastic about Tiger Pistol, saying, “What I love the most about Tiger Pistol Australia, is we are a leader in digital advertising but haven’t lost their start-up vibe and let’s-get-it-done attitude. While tech has been the enabler, the team and culture has been the fuel propelling the growth. As the social media landscape changes so will tech and I think this is a great opportunity for a product fanatic like myself to be part of the team and enable us to stay ahead of the game.”
Tiger Pistol Australia works with brands like Uniqlo, Spotlight, Mission Foods, Asahi, L’Oreal and Coca Cola Amatil. Last year they sold the US arm of the business to focus on expansion within APAC. These new appointments are the first major step of this plan, with more news to follow in the coming months.
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