Cassette expands its leadership team; appoints Sarah Hazen as general manager, Sydney

Independent creative communications agency Cassette has continued to grow its leadership team with the appointment of Sarah Hazen in the newly created role of general manager, Sydney.

Hazen is the latest addition to the expanding leadership team after Cassette welcomed creative production director, Richard Hollins, and COO (and ex-Carat head of strategy) Laura Bartal last year. It follows a period of strong growth for the agency with a number of new client wins across Cassette’s consumer and property divisions including Starbucks Australia, Garnier and Local.

Formerly managing partner of WPP’s Sibling Agency, Hazen will work closely with Jessica White, CEO and Jess Nunns, communications director, to lead Cassette’s Sydney operations.

Says Jessica White, CEO, Cassette: “There’s been a real momentum building in the agency over the past year. We’ve been looking for the right people, with integrated capabilities and a strategic mindset, to continue to deliver exceptional outcomes for our clients. I’m thrilled to round out our leadership team with Sarah, who I know will make long lasting, tangible impact to both the work and culture in this next phase of Cassette.”

Hazen brings 15 years’ experience within creative communications agencies spanning London, New York and Sydney, leading strategic brand communications for lifestyle and destination brands including Scentre Group, Netflix, W Hotels of New York and eBay.

Says Hazen: “I’m so excited to have found a home in Cassette, an agency where everyone is as switched-on and determined, as they are kind and welcoming. Evident in their loyal brand partners, this is a truly special agency that goes beyond transactional to transformative – and I cannot wait to bring more of that offering to the Sydney market.”

In April, Cassette was recognised as a 2023 Smart50 Workplace, alongside a cohort of innovative Australian SMEs who are together creating enriching and rewarding places to work.

Cassette’s current client portfolio includes Starbucks Australia, Melbourne Airport, The GPT Group, ID_Land, Mirvac, Cbus Property, Hugo Boss, Lovisa, Forever New, endota and the L’Oréal Group (with a remit spanning iconic French brands La Roche-Posay, Garnier and Kerastase, luxury brands YSL Beauty and Armani beauty, and cult US brands Kiehl’s, CeraVe and IT Cosmetics).