When people are happier, good things happen.
Happier people are more productive. Productive people get results. Results make our clients happier.
Evidence to suggest a happier culture can deliver business results is overwhelming. Ultimately, making people happier is the whole point of what we do. Whether it’s staff, clients, customers or stakeholders, our reason for getting out of bed is to make them happier by delivering world class human experiences through technology and creativity.
The marketing industry has made a habit of over complicating things for many years. And as companies transform digitally, this apparent appetite for complexity seems to be evolving at speed.
And yet consumers want things simpler, quicker and more efficient than ever. This is what makes them happier.
We have phenomenal strategic and creative tools to make the journey between consumers and brands seamless and financially rewarding. But the real difference between The Works and other creative companies is our passion for making happier humans. And it starts with our own people.
How we make our humans happier.
Discover the ground-breaking initiatives which have seen The Works recognised by ‘Great Place to Work’ as the No.1 creative agency in Australia and Asia.
History of The Works
The Works began in 2002 when Kevin Macmillan and Damian Pincus, two creative people working in global ad agencies, were unhappy with the archaic ways of working between agencies and clients. Too slow, too expensive, too unhappy.
They quit their jobs and started an agency in a van, driving to clients’ offices where they would convince the marketing department to reveal their biggest business issue. Then, without all the layers and process which marketing had invented for itself, they would sit in the van and scribble lots of ideas and solutions into a sketchbook. At the end of the day, they would invite the client into the van for a presentation.
A truly ‘Creativity On The Forefront’ experience and this nimble and agile workshop style of answering business problems has now been replicated all over the world. Minus the van.
Today, The Works is Australia’s Branding, Design and CX Agency of the Year.
Our key people
Damian has been in advertising for 23 years, has worked across markets in Asia, USA, Europe and Australia.
He is the founding partner of The Works, one of Australia’s most ambitious and largest independent agencies and is a leading integrated creative. He holds the position of Global Creative Director on Jim Beam and is responsible for the award winning launch of the global campaign – Make History. He has worked across multiple categories and brands: MTV, Skoda, Top Gear, Playstation, BBC Worldwide, Cadbury, SAP to major global experiential platforms for Tiger Beer and Heineken.
He believes that a brand is more than a product, more than a logo and more than a tone of voice. A brand has a life of its own, it’s part of something bigger. And it has a story. The best form of marketing and the most memorable branding tells this story. Brands that stand for something beyond the product they offer, engage and resonate with people, if you get this right it will give you an unfair advantage.
Kevin started his career as a creative direct marketer in London in 1991. After time at Proximity working with VW, Thomas Cook and the AA, Kevin took up a job in Sydney with George Patts where he helped launch Optus.
Returning to London two years later, Kevin headed up Creative Integration at Banks Hoggins O’Shea winning awards for Waitrose Supermarket and EA Games amongst others. Finally settling in Australia in 2000 to run the Hewlett Packard business, Kevin has worked in every sector across many well-known brands. As an entrepreneurial creative his favourite agency he’s ever worked in is the one he founded; The Works.
People and Culture Director
Jasmine started her career in recruitment and retail operations, before finding her passion for People and Culture while working for UK retail giant Arcadia Group. After 5 years in the UK fashion game, she decided to test the water on Australian shores and landed a role with Australian retailer David Jones. Her transition into the creative industry came with her previous role managing People and Culture across Deepend Group, an independent Digital and Communications Agency Group.
Jasmine’s motivation is to put employee experience at the top of the HR agenda, ensuring that every employee's career journey is something to remember (for all the right reasons). At The Works, she drives our talent, development, culture and employee engagement strategies - which have helped us attract some of the best talent in the industry and be known as a great place to work!
In the early part of his career Paul plied his trade in the world of media before evolving into a more hybrid role – combining media channel planning and creative thinking. Before joining The Works, Paul was Managing Partner at Naked Sydney, leading the Ideas Team in Australia. Under his stewardship Naked produced some highly provocative and effective work for clients such as Rexona, National Gallery of Australia, T.A.C and MINI.
With a particular passion for film, social video and NPD innovation, Paul has struck gold at many local and international festivals including Cannes, Clio, Spikes, EFFIES and ADMA.
Head of Strategy & Content
Ruth leads The Works’ strategic content offering, working consultatively with clients to develop and embed content marketing strategies into their wider marketing, communication and business plans.
Former GM of content marketing agency, King Content, Ruth has ten years’ experience planning and executing digital, content and communications strategies for global brands. Ruth’s role at King saw her overseeing all of the agency’s Sydney-based clients including Optus SMB, Intuit, AMEX, Dan Murphy’s, Westpac, Primo and NIB, with a key focus on spearheading the agency’s strategic capabilities and data-led content offering.
Ruth’s previous roles have seen her direct integrated content programs at Mindshare London for the likes of Mazda and Three Mobile, following five years running communications campaigns for global travel brands spanning Etihad, KLM and MSC Cruises to Miami, Sweden and Wales tourist boards.
As Operations Director Cat is responsible for driving the agencies continued focus on operational innovation across the board, she is constantly looking to advance processes and identify efficiencies. In driving the business forward, Cat is un-accepting of the status quo, imaginative and clever. Cat has over 10 years experience in the industry. During which she has spent time at large global creative agencies such as BBDO (NZ), Iris (London) and JWT (Australia).
Before moving into her Operations role, Cat was in Project Management leading the Optus Brand & Comms piece of business. It’s this experience which means Cat truly understands and appreciates the importance of meeting clients deadlines and delivering the work to the highest of standards.
Group General Manager
A graphic designer in his younger days, even The Works’ General Manager has a background in creativity. 15 years ago, Paddy found himself at Bartle Bogle Hegarty in London in the role of project manager. After six years of being part of an award winning team working on Levi’s and Lynx (Axe), Paddy moved to the New York Hotshop, Mad Dogs and Englishmen. After four years Paddy landed on Australian shores and into a senior management position at M&C Saatchi, helping to win and bed down accounts including Woolworths, NRMA and Optus.
Most recently Paddy was Director of Operations for Host Sydney. At The Works, Paddy drives and implements the agency’s business objectives as well as overseeing the operational aspects of the company.
Kelly has over 20 years of commercial finance experience, having held senior roles in the digital media and advertising space for the last 12 years.
Having most recently worked at Mumbrella as Finance Director Kelly has held senior finance positions with Salmat Digital, APN News and Media and a number of boutique advertising agencies and music labels.
Kelly is a CPA with with a Master of Business Administration and a Bachelor of Commerce (Accounting).
A strategic thinker who is passionate about producing the best possible commercial outcomes, Kelly works closely with the business to streamline finance processes in order to to allow the creatives to create.
Digital and Innovation Director
Managing people and projects, Dave bridges the gap between creative, technology and project management.
Prior to joining The Works, Dave held the Head of Digital Production role at Clemenger BBDO Sydney, creating work for clients such as Mars Foods, Pepsi, Procter & Gamble, Skittles, Toshiba, Virgin Australia and Visa to name a few.
During his career, Dave has delivered a number of award winning digital campaigns with recognition at Cannes Lions, New York Festivals, AIMIA, Effies, Spikes Asia and D&AD awards.
Before making the move to Australia’s warmer shores, Dave spent many years working in Dublin, London and Malta. During this time, he cut his teeth working both agency and client side for a number of successful companies including CHI&Partners London, and the MTG Group Malta.
Tom started out life working for RedBull developing brand experience programs across the UK and Europe. After working with agencies and seeing the power of creativity, Tom quickly moved agency side to begin his career in Project Management. He then spent many years leading effective, award winning campaigns for brands including Coca-cola, Nestle, Diageo, AXA and Vogels.
Fed up with the cold Atlantic seas, Tom packed his surfboard and 3 years ago, moved down under to join The Works. Since then, Tom has been responsible for the Jim Beam Global account and more recently leads the Optus team. As our Head of Project Management, Tom is focussed on fostering strong partnerships and delivering excellence for our clients businesses.
Douglas started life in Dublin’s direct marketing industry in 1989 – an environment which teaches you how to get response and what creates a profitable sale. Douglas then travelled to Australia and set up the first in-house direct marketing team at George Patterson. The national team grew to over 70 in just seven years and Douglas was named Australian Direct Marketer of the Year.
Douglas is now a Partner at The Works where he continues to apply his creative and strategic analytical brain to Woolworths Everyday Rewards, and ACT Tourism among others.
After stepping down as the Chair of ADMA, Douglas has spent much of the past three years leading the team on a Works’ initiative called Datafication. A co-creation project with UTS, this popular 5-year programme produces the only Australia specific evidence to inform marketers how their customers are interacting with social media.
Head of Broadcast/Content Production
With over 11 years experience across Australia and the UK, Rachel has worked across almost all areas of the production process.
Prior to joining The Works, Rachel was working at TBWA on accounts such as David Jones, Tourism New Zealand & TAB. In her time in Australia, Rachel was also at DDB Sydney, where she worked on Expedia’s brand commercials, shooting at multiple locations around the world, as well as several McDonald’s, VW and Telstra high profile campaigns.
At The Works, Rachel Heads up the broadcast and content dept, getting involved in the production process early in order to develop the best approach for each job. She manages a team of producers, and content creators who collaborate with creatives to produce fantastic work no matter what the size of project.