Sonia von Bibra joins Reconnected as Executive Producer

Independent marketing agency Reconnected has appointed Sonia von Bibra as Executive Producer, marking a significant leadership hire and the formal establishment of a dedicated production department within the business.

von Bibra brings deep experience at the intersection of creativity and craft, having led production across some of the most complex and celebrated campaigns in Australian and international advertising. Most notably, she served as Executive Producer on Meet Graham, the TAC and Clemenger BBDO initiative widely recognised as one of the most significant pieces of commercial creativity produced anywhere in the world over the past decade.

Her credits span Carlton Draught’s Beer Chase, Earth’s Black Box, and a body of work that reflects both creative ambition and the production discipline required to realise it.

At Reconnected, von Bibra will take accountability for what the agency makes: ensuring work continues to improve once it reaches creative production, building a production practice that is both commercially sound and creatively progressive, and helping the agency navigate the increasingly multidisciplinary production landscape. She will immediately activate across the agency’s client base, which includes AFL, Asahi, SunRice, Nando’s and Mars.

Says Jake Ford, Founder, Reconnected: “Geez… I have slept miles better since making this hire. I’ve seen first-hand projects that had no right to be made, made brilliantly, because of Sonia’s production nous, her relationships and her sheer determination. It’s a genuinely ‘pinch yourself’ moment to partner that with our creative thinking to help shape and make the best possible work across our clients’ businesses.”

Says von Bibra: “I am looking forward to working with Jake and his team. They are foundationally building a great culture and have an exciting approach to their business model and the work that evolves from it. Looking forward to the challenges and being part of their growth.”

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