Independent branding agency Principals has announced the appointment of Ash Mustchin as its director of digital and experience to bridge the divide between brand and digital thinking.
Mustchin joins Principals following a stint at Y&R ANZ. Prior to that, he spent two years in London working for Wunderman and SABMiller.
Mustchin has more than 13 years’ experience in digital and creative across Australia, South Africa and Europe working with clients including Google, Nestle, Coca-Cola, ABInBev, Huawei and Australia Post.
Tim Riches, group strategy director at Principals, said: “With branding challenges taking such a diverse array of forms across our client base, a flexibility of skills and approach is just what our clients need.
“When Ash described himself to us as a digital Swiss army knife, we knew we needed him on our team.”
Commenting on his appointment, Mustchin said: “What attracted me to Principals was not only the enviable client list and their past record of delivering great brand work – it was the people.