CampaignLab celebrates 10 year milestone with promotion of Thalia Mills to General Manager

Independent creative communications agency CampaignLab is celebrating its ten-year anniversary with significant momentum, announcing the promotion of long-time team member Thalia Mills to General Manager, as the agency enters its next decade of growth.

Founded in 2015, CampaignLab’s mission is to help brands ‘Join the conversation’, earning attention through ideas people genuinely want to talk about. A decade later that mission still drives every brief; what’s evolved are the platforms, behaviours and creative ways the agency brings it to life.

Today the agency partners with leading brands including Fiji Airways, Hertz, Decathlon, Lovehoney, InterContinental, Kingpin, Crowne Plaza, Wrexham Lager and others across consumer lifestyle, travel, tech and sport sectors.

Founder and Director, Andy Scales said the milestone offers a moment to reflect on the agency’s roots and its continued evolution: “When we launched CampaignLab a decade ago, the idea was to help brands join the conversations that matter – regardless of channel. Our first three hires were in digital advertising, content production and social media to complement our earned media heritage.

“Ten years later, while the industry chases new models and approaches, ours hasn’t changed, but the opportunities have exploded. Much like my dad-bod.”

Mills, who joined CampaignLab in 2021, has been central to shaping the agency’s growth and collaborative culture. Her promotion to General Manager formalises a leadership role she has increasingly taken on, with responsibility for team development, client excellence, operational leadership and driving innovation across social, earned and AI-enabled creativity.

Mills said she was proud to step into the role at such a pivotal moment: “CampaignLab has always been a place that backs people, champions bravery and celebrates creativity. It’s the trust we build with our clients that makes the best work happen and lets us truly join the conversation. I’m proud to help lead the next ten years, developing our team and delivering ideas that actually matter.”

Over the past ten years, CampaignLab has delivered some of Australia’s most awarded and culturally resonant earned-first campaigns, including the Dirty Weekend Away for eufy, the boundary-pushing Orgasmic Skin campaign for Lovehoney, and the music-driven Backseat Bandmates for Thrifty.

The milestone year was marked by taking the entire team overseas, a gesture that reflects CampaignLab’s commitment to people and the culture that has powered its success.

Says Scales: “Celebrating ten years by taking the whole team overseas is our way of recognising the people who make this place what it is. I’ve always said that our culture is simply a by-product of the people that work here. And we have some pretty awesome people working in the Lab! We’re celebrating in true CampaignLab style, so expect a few human pyramids.”

Looking ahead, the agency will continue to expand its earned-first model, investing in AI-enabled tools, trend intelligence and social creativity while staying true to its founding belief – that brands grow when they join the conversations shaping culture.

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