The Royals has appointed Graham Sweet as head of strategy, Sydney.
Sweet joins the independent creative agency from Clemenger BBDO where he was the head of brand planning.
The newly appointed head of strategy brings close to two decades of experience to the role. He has previously held positions at Saatchi & Saatchi, We Are Social and DDB Australia.
Sweet takes over the role from Tom Donald, who recently left the agency and moved to Lion in a client-side role as creative strategy lead.
Before his career in Australia, Sweet led strategic function at South African branding consultancies, The Brand Union. He has worked across a wide range of categories, from beer to banking, with equally diverse geographies.
The Royals managing partner Dan Beaumont said of Sweet’s appointment: “Graham has an unwavering passion for inventive strategy, thoroughly enjoys leveraging creativity to grow clients’ business and has never been seen in the same pair of sneakers, so he’s going to surprise us strategically and sartorially.
“GS is one of the finest strategic minds in the business. His expertise and experience will be an incredible asset to our people and clients alike,” he added.
Sweet said of his new role: “The Royals’ mission to create unnatural change to propel brands and culture forward is an attractive proposition for anyone passionate about achieving positive change.
“I’m thrilled to be joining such a talented and ambitious bunch and to get to work with a diverse group of clients, from beer to pet food, payment methods and world-class mattresses – what’s not to love?” he added.
The Royals have quite a successful year so far with a slew of client wins including Don Smallgoods, as its creative agency of record, and handling the marketing and advertising strategy of Deliveroo.
Additional recent client wins for Royals includes Smartpay, Real Pet Food Co, Guide Dogs Australia, MYOB and Open Universities.
See also: Royals appointed as creative agency of record for Don Smallgoods
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Top image: Graham Sweet