DDB Sydney appoints Michael Sinclair to newly-created role of head of brand performance

DDB Sydney has appointed Michael Sinclair as head of brand performance.

The new role combines strategic leadership with operational expertise, and is centred on big opportunities impacting brand growth for DDB clients.

Across his career, Sinclair has focused on working in high-performance companies that take the commercial potential of creativity seriously. That mission has seen him work as a producer, planner, marketer, and adviser at the likes of Droga5, Wieden+Kennedy, Optus, Channel4, and M&C Saatchi. Across these roles, he has worked with, and learned from, some of the most creatively ambitious and commercially successful companies in the world, including Nike, Adidas, and The Guardian.

Over the past 18 months, he advised start-ups, scale-ups, and larger businesses on brand-building, and became a founding Board Member of the In-House Agency Council of Australia.

Says Sheryl Marjoram, CEO, DDB Group Sydney: “Our mission is to give brands an Emotional Advantage at scale and in context, and that starts with strong, sharp strategy. We’re building a strategic function that can point creativity at new growth opportunities for brands, and Michael is the perfect person to spearhead those opportunities.”

Says Fran Clayton, chief strategy officer, DDB Sydney: “We’re very lucky to have Michael’s mix of client-side and creative agency experience in the building, which gives him a different perspective on what makes a strategy successful. He’ll apply this to our clients’ brands, but also help develop new agency approaches beyond core strategic planning needs.”

Says Sinclair: “We all know that a strong brand can be a practical tool for growth. But are we asking the tough questions about how to build and harness brands efficiently in a world that still, stubbornly, refuses to stop changing? DDB is. And it’s energising.”