Droga5 ANZ / Accenture Song’s Milla McPhee set to depart for Director, Audiences role at the ABC

The ABC has announced the appointment of Droga5 Chief Strategy Officer and Accenture Song Managing Director Milla McPhee to the role of Director, Audiences.

McPhee joined Accenture Song as Managing Director after returning to Australia just over two years ago, and in early 2024 her remit expanded to include Chief Strategy Officer of Droga5 ANZ.

Prior to joining Accenture Song and Droga5, McPhee was Head of Brand and Creative Strategy for Amazon in Europe, where she led brand and strategy development across Amazon’s global portfolio. Before that, she spent five years at top London agency adam&eveDDB, joining as Strategy Director and rising to Head of Planning.

McPhee is a recognised leader in brand positioning, audience insight and creative strategy. She has helped develop strategies for some of Australia’s most complex and trusted brands including NRMA, Telstra, Optus, Tourism Australia, Australia Post and Qantas.

Says McPhee: ”It is an extraordinarily rare opportunity to help reflect how a nation sees itself. The ABC is one of our most vital public institutions and enduring cultural icons. Its role as our most trusted source of understanding and shared meaning has never been more essential.

“I’m honoured to join the leadership team at such a critical moment for media, creativity, and Australia’s cultural identity.”

Says Hugh Marks, Managing Director, ABC: “Milla clearly has an incredibly strategic and creative mind that will be invaluable as we continue to strengthen the relationship between the ABC, its programs and services, and all Australians.

“She will bring a unique perspective and audience focused approach to the leadership team, contributing to the ABC’s delivery of memorable and distinctive content experiences.”

McPhee starts with the ABC on 8 September 2025.

Earlier this year, the ABC also appointed another senior leader from Accenture Song with Kyle Hugall joining as head of its in-house agency ABC Made.

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