Former Leo Group Strategy Director Vince Usher joins Today the Brave as Senior Strategy Director

Today the Brave has appointed Vince Usher to Senior Strategy Director, as the independent agency looks to bolster its strategic offering.

Joining after stints at BBDO, Thinkerbell and most recently Leo Australia, Usher has amassed a broad range of experience leading some of Australia’s most iconic strategic accounts from Lion’s XXXX and Tooheys, to Craveable Brand’s Red Rooster and Destination NSW.

In this role, Usher will work alongside Strategy Partner, Alyce Gillis and the wider team to bring his uniquely entrepreneurial brand of contrarian thinking to the agency portfolio.

Usher’s work has been recognised at the industry’s biggest award shows, including a Spikes Grand Prix, Global WARC Effectiveness Gold, Multiple Effies, LIA’s and One Show gongs. It’s recognition that spans a career of turning ambitious ideas into standout results – like Rexona’s “Pitvertising”, the world-first deal that hid the brand’s logo under cricket umpires’ armpits and building XXXX’s “Postcodes of Origin”, which sacrificed the brand’s logo to put players’ hometowns front and centre every State of Origin.

Gillis said Usher’s appointment marks the next step in strengthening the agency’s strategic firepower: “Vince is one of those rare strategists who’s never satisfied with the obvious answer. And chasing the harder one takes nerve. Brave is an easy word to put in your name and a much harder one to actually live – Vince is one of the few who does. He’ll make our thinking bolder and our team sharper.”

Says Usher: “The bravery in this business isn’t ours – it’s the shopper trying something new, or the client betting real money on an idea that started as a shower thought. My job here is to make sure their bravery isn’t misplaced. I can’t wait to start.”

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