March 10 2021, 11:14 am | BY Ricki Green | 2 Comments
Orchard, digital and tech creative agency, has promoted Mikaela Crimmins to head of strategy. Crimmins will head up the experience team, bringing together disciplines such as product, service design, data, branding, social and content – all aligned to a common purpose of inventing better brand experiences.
Crimmins has been in the communications industry for over 10 years, crafting global and national strategies for healthcare (GSK, Pfizer, RACGP), FMCG (Coca-Cola, Nestlé), B2B tech (Optus and IBM) and finance (American Express).
Crimmins came to Orchard from Ogilvy, where she had strategically led key clients such as Optus and Coca-Cola. Since her arrival at Orchard in 2019 she has led the strategy on the Hyundai Australia account. Here, she has been instrumental in helping ensure the brand embraces digital and CX as it navigates a declining and challenging market. She has also been key in significantly improving