Arrivals & Departures: True taps Tim Huse as ECD

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AUCKLAND, Today: Grey Lynn creative agency True, which claims to be “New Zealand’s largest independent agency”, has appointed internationally awarded creative Tim Huse to the newly created role of executive creative director.

Huse joins True after 18 months as ECD at Y&R New Zealand and CD roles at Whybin TBWA, Saatchis NZ and Sugar.

True founder and chief creative officer Craig Pethybridge says (via a press release) the decision to bring on an ECD followed the agency’s sustained growth and new account wins (which include Southern Cross, Kiwi Experience, Tamaki Regeneration Company, Red Bull Organics and Orion Health’s Rhapsody business).

“We’re thrilled to be welcoming a talent of Tim’s calibre on board,” Pethyridge said. “We’ve had a cracking 18 months and Tim’s appointment to this new role signals our continued growth and continual evolution as an agency. 

“He’s a proven creative leader, literally, as he’s been here six months and we share a huge passion to further our creative reputation and grow the department.

“There’s a wealth of potential within our client base and the department respectively and I’m excited by the prospect of what we can achieve together in the coming years. What’s more he’s a lovely bloke with an arid sense of humour, so he’s going to fit in beautifully.”


“I’ve worked with Tim at Y&R and TBWA and relished his collaborative approach and strategic problem solving.”

Huse said: “I’m thrilled to have joined the team at True. The agency is very fortunate to work with some of the best brands in New Zealand and there’s a real sense of momentum about the place.

True managing director Steve Kane said: “Tim’s thoughtful approach to solving client’s business challenges through creative thinking is the perfect fit with True’s clients.

“I’ve had the pleasure of working with Tim at both Y&R and TBWA and have relished his collaborative approach and strategic problem solving. He’s considered, commercially minded and very humble for someone so tall.

“I am in no doubt that his contribution to our culture and creative product will be immeasurable.”

Kane said since joining the agency at the back end of last year Huse has been involved in a number of signature pieces of work for a range of the agency’s key clients including ASB and Griffins.

He was behind the recent Griffin’s Snax Crunches campaign which he wrote and art directed.

Griffin marketing manager Hannah McKee said it was important that the launch campaign caused disruption and generated attention towards this new product range whilst having a little fun.

The appointment is effective immediately.


GRIFFIN’S SNAX CRUNCHES CREDITS

Agency: True
Executive Creative Director, Copywriter and Art Director: Tim Huse
Senior Project Director: Abby Venter
Senior Producer: Casey King
Project Manager: Ruby Gregory
Client: Griffin’s
Marketing & Innovation Director: Tracey Seager
Marketing Manager: Hannah McKee
Senior Brand Manager; Jodie Keenan
Production Company: 8Com
Director: Jamie Lawrence
Producer: Dan Higgins
DoP: Aaron Morton

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