AIM Proximity, Auckland lures Michael Barnfield from Saatchi & Saatchi, Sydney to fill CD role

Michael Barnfield will join AIM Proximity, Auckland (the world’s 2nd ranked direct agency*) in late February as creative director, relocating from Sydney where he is currently creative group head for Saatchi & Saatchi. He will be leading AIM’s creative department alongside ECD Nick Worthington.

Adam Good, CEO of AIM Proximity said there was considerable interest in the role thanks to the agency’s high profile around the world. “Nick and I are stoked to have Michael on board. His track record speaks for itself and he’ll be a great fit for the next evolution of AIM Proximity.”

Says Barnfield: “AIM Proximity is not just doing some of the best direct and digital work in New Zealand, they are showing the rest of the world how it’s done. To be given the chance to be involved in their ongoing success is one that I jumped at.”

Barnfield has worked at some of Australia’s leading creative agencies,beginning his career at Saatchi & Saatchi, Sydney, before moving toBMF for a five-year stint, helping them to become one of Australia’sbest DM agencies with campaigns for clients such as BPAY and theAustralian Red Cross Blood Service. He then returned to Saatchi as aCreative Group Head, where he steered the creative output above- andbelow-the-line for clients such as Aussie, Foxtel, Emirates andMacquarie Bank. He most recently worked on the Sony brand launch fortheir 2010 World Cup sponsorship.

His work has been recognized at award shows including Cannes, Echo,Caples, Award and ADMA among others. In 2005 his work earned two Top 10ranked campaigns in the Won Report for the world’s best DM campaigns.At the 2008 ADMA Awards he took home an impressive eight awards acrossfour campaigns, as well as a Grand Prix nomination.

Also joining AIM Proximity in February is Keith Pinney as channelplanning director. Wellington-born Pinney (left) will be relocating toAuckland from his 22 year stint abroad, most recently in Tokyo. He hasheld a number of senior positions with the world’s leading advertisingand marketing agencies and is a hugely experienced media, direct anddigital executive having managed multinational teams in Asia Pacificand the US.

Good says Pinney is more than qualified for the role having built andmanaged teams from five to 30+ full time staff, serving clients such asApple, Toyota Motor Corp, Unilever, HSBC, News Corp, LVMH andOptus/Sing-Tel to name a few.

Says Pinney: “In a business environment of economic recovery, mediafragmentation and the importance of the burgeoning conversationeconomy, now is the time to embrace doing things differently.  I wasextremely attracted to AIM Proximity, their work and their unique anddemonstrated approach in this market. They really get this newdirection, and demonstrate this with digital and data at their core. Ican’t wait to start.”

Finally, the role of Production Director will be filled by SharynHoward, who will also start February. Sharyn is one of the country’smost experienced direct production managers with many award-winningdirect programmes under her belt.

The three will join Adam Good, General Manager Jane Eagles, Head ofClient Services Andy Bell and Finance Director Kyle Melnyk on AIMProximity’s management team.

 “When I was appointed CEO my first priority was to find the rightpeople to help lead the next era of AIM Proximity,” said Good.”Michael, Keith and Sharyn have the credentials and the personalitiesto make a big impact here at AIM and the agency looks forward towelcoming them on board and introducing them to our clients.”

* 2009 The Won Report. AIM Proximity ranked 2nd in the world for Direct.