Independent agency AFFINITY has announced the promotion of Pete Mountford to the role of creative lead, following a standout year since joining the business in 2024 as senior copywriter.
With more than two decades of experience spanning digital and traditional agencies, including Leo Burnett and R/GA, Mountford has led creative work for major brands such as Telstra, ANZ, Google, and McDonald’s. His work has been recognised at top-tier shows, including the Webbys, Caples, ADMA, and AWARD.
The internal promotion aligns with AFFINITY’s broader commitment to recognising potential, not only in its clients’ businesses but within its own team. As a past AFR Boss Best Places to Work winner, the agency has consistently invested in career growth and development.
AFFINITY CEO Angela Smith said Mountford’s creative leadership and entrepreneurial spirit made him a natural fit for the new role.
“Pete’s creativity, leadership, and entrepreneurial approach will only make our work stronger. He genuinely gets what we’re trying to do here, it’s so much more than outputs and creative awards,” said Smith.
“His drive and ambition have consistently delivered business-growing thinking. There’s a fire in his belly, and with the exciting stuff we have in the works, we know he’ll play a pivotal role in bringing our vision to life.”
Mountford is also a passionate mentor for the next generation of creative talent, having tutored at both AWARD School and ADMA Creative School.
Commenting on his new role, Mountford said, “We have fantastic people, great clients, and a strong reputation for effective work. We’re on an upward trajectory and I’m excited about working with the team to push things even further.”
The promotion comes as AFFINITY continues to position itself as a growth accelerator for brands, bringing together creativity, data, and technology to unlock potential and deliver measurable business outcomes.