Melbourne-based digital agency Citrus has appointed a new strategic director, Peter Gurrie, from Euro RSCG 4D in Toronto, as the agency seeks to focus the business on consumer experiences and brand engagement.
This hiring is the start of a period of team-building as the agency is intending to double in size over the next two years from 30 staff to 70.
The agency has also hired two other senior staff – studio director Pauline McMillan who comes from the UK’s Agency.com, as well as account manager Kimberly Scoble, from Digitas in the UK.
In Toronto Gurrie headed account planning for the Diageo global brands, Bell Mobility and Home Hardware Canada.
Citrus chief executive Peter Noble said: “Part of our evolution over the last 12 months has been to look at our engagement model with clients, who are increasingly seeking a true digital partner. Our recent hires in Peter and Pauline, who hail from the progressive UK digital marketplace, are quite deliberate in that they’ve come from quite advanced agency structures.”
He added: “Our new model will enable us to deepen our involvement with clients and optimise our breadth of relationship marketing and ecommerce expertise.”
Noble cited a recent example of work for Borders involving the launch of the latest Harry Potter book as the engagement model the company now wants to follow.
