It’s Friday has appointed Cate Mathers as head of strategy.
She joins the newly launched agency with over 20 years of experience gained in creative, digital, CX and media agencies. Mathers spent the last eight years as head of strategy at The Works.
She has worked with some of the world’s most iconic and innovative brands, including McDonald’s, Canadian Club, Jim Beam, Qantas, Subaru, Playstation, Pepsi International, Telstra, Optus, and P&G.
Her illustrious career has spanned Australia and New York and covers an expansive range of industry categories, with her work having been recognised by numerous effectiveness awards over the years.
Mathers’ brings a diverse, connected, and integrated approach to marketing and communications; in which she combines her brand, connections, CX, media, and social strategy experience.
She has also held high profile roles including global planning director of Jim Beam, head of digital at Leo Burnett and communications strategist and national head of social at media agency OMD.
Mathers said of her new role: “I love the agency ethos around Brand Energy. I think sometimes our industry is guilty of overcomplicating things. Our job is to move things; be it people into action, products off shelves or services out the door.
“Energy is the force that causes things to move. And having the power to move things is what excites me as a strategist. The team at It’s Friday is top-shelf, and we have an ambitious founding client to get started on. It feels like the perfect storm.
“I’m excited by this collective force and looking forward to creating some seriously big energy behind Domino’s and more brands to come.”
Co-founder Pete Bosilkovski said of Mathers’ appointment: “It’s been a quite a journey finding the right strategic leader for us. We have been on the hunt for a thinker who has strong convictions and an unrelenting energy and drive for taking the least convenient path in solving business problems.
“When we met Cate, we knew she was the perfect addition to the team. Her positivity and optimism are infectious. She has a great passion for tackling the most complex business problems and beautifully breaking them down. Cate’s superpower is her obsession in unearthing the powerful energy of a brand and connecting it with consumers in meaningful ways, no matter the channel.
“For us, it was important that we brought in someone who can impact a Brand’s Energy in a connected way. Having worked in some of the leading media, digital, CX and brand agencies, and on some of the biggest brands, Cate will be a force, in helping shape our clients’ brand experiences across owned, earned, and paid channels, with equal energy. We’re very excited to have Cate come on the journey with us,” Bosilkovski added.
The key appointment follows the agency’s recent unveiling by founders Pete, Vince Lagana and Jeremy De Villiers, with work already underway for first client Domino’s.