Haystac shakes up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. 

Haylie Marchant moves into a new national role, Head of Strategy, Haystac. Formerly the General Manager of Haystac Brisbane, Haylie will drive Haystac’s new business program and oversee the continued development of PR best practice. 

With a key focus on results measurement and brand planning, Haylie will work closely with Haystac’s Head of Social, Hien Pham, and the BWM Dentsu brand planning teams. 

Kate Ward transitions into a permanent leadership role as General Manager, Haystac Brisbane, from Acting Head of Haystac Brisbane. Kate has been a key driver of the Haystac Brisbane business with Haylie over the past four-and-a-half years and leads the agency’s diverse portfolio of clients including Aveo, Sigma Healthcare (Amcal and Guardian) and Indooroopilly Shopping Centre (AMP Capital Investments). Haystac Brisbane was also appointed to the GSK agency roster earlier this year. 

In addition, Nicole Hamilton progresses from Head of PR, Melbourne, to General Manager, Haystac Melbourne. Over the past 12 months Nicole has led the Bunnings ANZ PR program, re-signed Officeworks, won the Moomba Festival business for the second year in a row, and continues to lead work on a roster of blue chip clients, including BP. 

Nicole has also worked closely with Belinda Murray, BWM Dentsu Managing Director – Melbourne, to develop a truly integrated creative, social, PR and content offer to Melbourne clients. This integrated approach helped BWM Dentsu and Haystac win the Nandos account and a brand campaign for Chris’ Dips. 

Commenting on the promotions, Tim Powell, Managing Director, BWM Dentsu Public Relations Group, said, “It gives me a sense of real pride to know that we have been able to create career opportunities for our senior staff and accommodate the growth of the next generation of leaders in Haystac. Continuity of the senior team and a shared vision for what PR should be achieving for brands has driven Haystac’s growth and blue chip client list over the past two years.” 

Sarah Littlefair, General Manager Haystac Sydney, and Georgia Bainbridge, General Manager Haystac Content, round out the Haystac Senior Leadership Team; chaired by Managing Director, Tim Powell.