New creative company The Open Arms launches in Melbourne

(Pictured L-R: Jess Lilley, Jo de Fina, Amy Hollier)

In a year of unprecedented change, three industry leaders have joined forces to launch The Open Arms, a new creative company aiming to make work with social purpose that impacts culture.

The new company’s founding partners are former BWM Dentsu executive creative director, Amy Hollier; former Leo Burnett creative director, Jess Lilley; and founder and executive producer at The Otto Empire, Jo de Fina.

The three acknowledge that a recession during a pandemic might seem an unlikely time to start a business. But it is exactly these troubled times that have caused the trio to reflect on what’s important.

“The state of the world has really challenged us to question what we’re doing, and whether the work we’re making—and how we’re making it—truly reflects our values. We’ve all achieved a lot in our professional careers, but the projects we’re truly proud of are the ones that have created positive change in the communities they’ve served. It’s that kind of work we want to focus on at The Open Arms.”

To that end, The Open Arms has established ‘The Empathy Model’, a strategic approach that builds ideas from a position of compassion for people’s lived experiences, and a genuine desire to help people and communities flourish. And they couldn’t be in a better position to research whether or not their campaigns ‘pass the pub test’, given their offices are located above The Victoria Hotel in Melbourne’s Inner West.

“We worked with the incredibly talented Ellen Porteus to create our logo, which features a Superb Fairy Wren. These birds live and work as a community, often looking after each other’s young. This is a pretty apt description of who we are and how we like to work. We get on with the job, without hierarchy or formality, all working together to get to the best idea for the project and its audience.”

Hollier specialises in behaviour change work after a 20-year career working in agencies in Melbourne, Sydney, Paris and Geneva. She recently joined forces with de Fina on the award-winning anti bullying campaign for Dolly’s Dream.

de Fina’s background in global production included helping launch Droga5 in New York. She has spent the last eleven years with the company she founded and continues to act as an executive producer at, The Otto Empire.

Lilley’s career has seen her work in Melbourne, Toronto and London, creating award-winning campaigns across multiple categories and sectors. She is also a broadcaster on Melbourne’s Triple R.

All three are motivated to incorporate values-driven work practices. “It’s not good enough to ignore the challenges in our society and culture in the way we work. We are really challenging ourselves to lead with empathy—for people, planet and community. And to make sure we formally adopt this position in our work practices. We are really excited to be working with project partners who share our values.”

Contact: jess@theopenarms.com.au or 0451 985 093

Website: theopenarms.com.au