McCann Australia appoints CEO to consolidate national focus

The creation of the new role comes a year after the merger of McCann with independent agency SMART, which has seen the reinvention of McCann in the Australian market.

Farr was was previously MD of McCann Sydney and part of the SMART management team that took over leadership of McCann in the merger. The appointment will see him focusing on McCann’s national operation and output.

“The strategy was always to give McCann dedicated leadership on a national level,” Ben Lilley, chairman & CEO at McCann Worldgroup, said. “We have been operating as a single agency offering across Sydney and Melbourne for some time now, and with Ash at the helm we will sharpen our focus on combining resources from both offices.”

The move also allows Lilley to concentrate on the expansion of McCann Worldgroup, which comprises McCann, McCann Health, SMART and MRM.

McCann Australia recently announced new business wins from clients such as Lion Nathan National Foods, Twinings, Suzanne Grae and Coca-Cola Amatil Hot Beverages.

“We are year one of a four-year plan and we have a long way to go,” Farr said. “My team and I are ready for the challenge of maintaining the momentum and continuing to grow and strengthen McCann in Australia.”

He said the agency will focus on brand building, rather than executions or channels. “At a time when people can shop anywhere at any time, brands need to become stronger than ever. In the end, the emotional connect to the brand is what people choose,” he added.