Melbourne independent agency Archie + Fox appoints Jaimee Searle as Creative Director

As brands demand campaigns that perform as hard as they resonate, Melbourne-founded independent Archie + Fox is strengthening its U.S. ambitions with the appointment of Jaimee Searle as Creative Director.

Searle brings nearly a decade of brand-side experience, spanning Australia and the United States.

Relocating from Australia to the U.S. five years ago, she has worked within high-growth, founder-led businesses including Emma Chamberlain’s Chamberlain Coffee during its first three years. She then joined Dwayne “The Rock” Johnson’s Seven Bucks Productions, where she led creative for Project Rock, his apparel and footwear partnership with Under Armour.

After following Archie + Fox from afar (and a few virtual coffees that quickly turned into big conversations), the move feels less like a traditional hire and more like a coming together of aligned thinking on what modern brand building should look like.

Searle will work closely with clients to understand their goals, leading concepting & strategic pitching, helping translate the agency’s integrated model, to US-based brands seeking measurable growth without sacrificing brand equity.

Archie + Fox has already developed a strong foothold in the US market, spanning industries with globally recognized brands such as Boy Smells, Dieux Skin, Nike, Go-To Skincare and Coterie. Tame Impala’s Telepathic is also amongst their client list, underscoring the agency’s ability to navigate diverse categories while maintaining a distinctive, consistent creative voice. Their hope is that this appointment will expand expertise in this market.

Archie + Fox Founder, Caitlyn Watson, said the hire represents a big leap, but a deliberate shift: “I was taught ‘slower is faster’. But at some point, you need to take a leap of faith. I think that time is now. Jaimee’s experience inside scaling businesses means she approaches creativity through an internal lens. That’s critical as we expand further into the U.S. market.”

For Searle, this move represents a purpose-driven shift, as much as a strategic one: “I always knew it would take something special to bring me back to Australia. What stood out with Archie + Fox is how intentional their work feels; it’s strategic, but still feels authentic. After years working brand-side, you see how important that balance is. I’m really excited to be part of what they’re building and to help take it into new markets.”

Founded in Melbourne, Archie + Fox has quickly carved out a distinct position in the market, recognised for its sharp and platform-specific creative instinct, quick-witted tone of voice, and engaging visual style. The agency’s core offering spans creative content strategy and production, delivering work designed to cut through in an increasingly saturated landscape.

In response to growing client demand, Archie + Fox has expanded its capabilities beyond content, now tapping into experiential activations, social management and brand positioning strategy. This evolution reflects a broader shift toward integrated, end-to-end creative partnerships, with the agency bringing its signature voice and cultural fluency across the entire marketing lifecycle.

The appointment signals a continued period of growth for the agency, as it scales its global footprint and deepens its integrated offering. With increasing demand for culturally attuned creative that drives both relevance and results, Archie + Fox is positioning itself as a next-generation partner for brands looking to lead, not follow.

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