MBCS has promoted Toby Maclachlan to head of Strategy & Product and Trent Peppercorn to the newly created role of head of Melbourne.
The appointments at the integrated creative agency have followed consistent growth since MBCS launched in 2022 as an agency tasked with connecting IPG’s creative, content and experience capabilities, underpinned and powered by media.
Olivia Warren, managing director of MBCS, welcomed the promotions for Maclachlan and Peppercorn and said that it recognises their leadership and success.
She also noted that the promotions will create “new opportunities and pathways for our next generation of leaders to grow while continuing to create the very best outcomes for our clients.”
“When we repositioned in 2022 our point of difference was powering our creative and strategic thinking by media, so we invested early in creative and strategy talent that could sit alongside our media specialists to deliver campaigns anchored in this ethos,” she said.
“Move forward to 2024 and our team has exponentially expanded, our client roster continues to grow and our creative capabilities allows us to conceive and execute integrated campaigns across both offices,” Warren added.
Maclachlan steps into his new role after three years as head of Creative Strategy at Initiative Media. At MBCS he will lead the overall strategic output and team across both offices, charged with elevating MBCS’ integrated product offering with a specific focus on delivering creative and innovative experiences to deeply connect with people. His experience spans brand leadership and strategy roles across a range of categories including FMCG, entertainment, fashion, auto, government and tourism.
He said the year ahead was going to be defining and pivotal in many ways. “People expect a lot of brands RN. And rightfully so. Who brands are, how and where they show up for people, it really matters. I’m looking forward to helping brands navigate their now and next — IRL, URL, and whatever WEB 3, ai, spatial computing and next gen social media etc. brings — with true-to-brand strategies and ideas that hit different and make difference.”
Peppercorn, previously head of Creative Services at MBCS, will relocate to Melbourne charged with leading the office through its next growth phase and expanding the team in line with client demand.
He said he was looking forward to the next chapter of his career and working with both the Sydney and Melbourne to “help solve a range of client problems regardless of the platform, fitting perfectly with MBCS’s proposition of borderless creativity.”
“I’m excited with opportunities to grow Melbourne’s client base organically and also bring new and exciting clients on board. It’s a burgeoning market and I am excited about the potential of what lies ahead,” he added.
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Top image: Toby Maclachlan and Trent Peppercorn