The Hallway has restructured its operating model into two systems “Create and Connect” in order to build more nimble and effective marketing.
The model will see the creation of two disciplines, Create led by ECD and partner Simon Lee which will focus on creating ideas across all channels and the Connect team, which will look at delivering these solutions in a targeted and efficient way.
To lead the Connect arm, The Hallway has hired strategist Pascal Winkler in the newly created role of head of connect. He joins from Host where he worked for six years as digital planning director.
Winkler’s new role will see him lead communications strategy, social, PR, programmatic and search across the agency’s clients.
The appointment of Winkler also marks the The Hallway’s first foray into programmatic.
Winkler says programmatic can actually be a huge creative opportunity for agencies.
“The creative canvas has got bigger and more complex which probably is still a bit daunting for many creatives,” Winkler says.
“But to us, this bigger canvas is clearly a chance to expand a narrative across executions and media, as well as a way to better control what story the consumer is being told. If you understand and embrace the technology, you’ll create much better, richer work.”
While it’s a new structure for the agency, CEO Jules Hall says it “cements the agency’s approach to communications rather than reinventing it”.
“Increasingly data is the springboard for creativity and we have always believed the real power is in elegantly combing the two without sacrificing quality,” Hall says.
“The real benefits of the Connect approach is our ability to deliver data-driven creative solutions faster, combined with the ability to optimise our work based on real-time insights”.
Hall recently spoke to AdNews along with Google head of consumer marketing Gabi Conlon as part of our podcast series Pubcast, about technology and its impact on creativity.
By Rachael Micallef
Read the article on AdNews.com.au