Arrivals & Departures: Jerry Beale joins Creature Design

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Wellington & Auckland brand strategy & design agency Creature Design has announced the appointment of NZ creative identity Jerry Beale as senior strategist, based at Creature Auckland. Beale will also work with the Wellington team on key projects.

Creature managing partner Brooke Ashton-Taylor said: “Jerry brings 20 years of brand strategy and innovation experience to the agency, across a range of global clients.

“He’s consistently delivered breakthrough brand strategy, and we’re thrilled to add his considerable strengths to our teams helping our clients succeed in their markets.

“Culture is also a critical part of what we do. One of the keys to enhancing business performance is working with business leaders, HR and culture teams to embed wellbeing and genuine alignment throughout their organisation and employees.


“Design in general hasn’t let channel or media limitations restrict creative evolution. So we are naturally kindred spirits.”


“Jerry is a much-awarded creative director and strategist who most recently opened up creative planning at Auckland indie agency True. As senior strategist, he created planning frameworks and developed strategies and propositions for the recent Air New Zealand Where To Next domestic brand campaign, Air New Zealand’s acclaimed Dave the Goose campaign that led to the airline being named ‘Australia’s most reputable company’ and was part of the team that re-designed and relaunched the Grabaseat brand.”

At True, Beale was also involved in guiding output for Comvita, Foodstuffs and Vodafone. Prior to this, he worked in leading strategic / creative director roles, with a particular focus on digital and direct, with major global agencies including Saatchi & Saatchi, Ogilvy and JWT in London, Chicago, Los Angeles, Hong Kong and Singapore.

Beale said (in a statement announcing the appointment: “The marketing services world is undergoing rapid transformation.

“Creature has a fresh, vibrant body of work and a savvy appreciation of what clients are hungry for. They get that business leaders are looking wider and deeper for answers, and that the idea of an external consumer brand and an internalised employer brand are increasingly simply shades of the same branded experience.

“Design in general hasn’t let channel or media limitations restrict creative evolution. So we are naturally kindred spirits.”


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