Think HQ launches experiential offering; hires Emma Keatch as events and activations lead

Purpose-driven integrated communications agency has expanded its offering to include experiential capabilities as it announces the senior leadership appointment of Emma Keatch as events and activations lead.

In the newly created role, Keatch (right) will be responsible for driving the agency’s rapidly growing events and activations business offering.

Keatch brings 20 years experience spanning events, brand activations, strategic partnerships, sponsorships, and marketing to Think HQ. Keatch’s background includes roles as events and artistry manager at L’Oreal and heading up the events and sponsorships team at Priceline. She has also worked as a senior advisor on Major Events to Victoria’s Department of Education and Training and has led large teams across events, activations, and campaigns for both the Victoria Racing Club and Australian Radio Network.

During her career, Keatch has created and implemented a vast array of exciting and innovative commercial and brand-focused campaigns, experiences, and events that have both inspired brand connection and created revenue opportunities.

Hitting the ground running, Keatch has already brought on events and activations expert, Hayley Mitchell (left) as events and activations manager. Mitchell has been the logistical and operational heart of a host of beloved large Melbourne events over many years, including Royal Croquet Club and The Fitzroy Mills Market.

Working alongside Broadsheet and Taboo Group through her own business REDTape, Mitchell has produced bespoke events for brands including MECCA, Haagen-Dazs, Nike, Brown Brothers and Mercedes Benz. Her focused approach to excellence in execution cuts through the hard work and paperwork to allow her client’s creativity to breathe. During the 2020/21 lockdown, Mitchell took on the ambitious task of managing the renovation of iconic hospitality venue Ponyfish Island.

Keatch and Mitchell have already embarked on their first project for Think HQ – the highly successful enchanted forest-themed COVID-19 vaccination hubs for five-to-11-year-olds across Melbourne.

Says Keatch: “I am elated to have stepped into this role with such a forward-thinking and purpose driven business. I relish in the opportunity to support the Think HQ team to continue to create meaningful experiences and real positive connections. It goes without saying, I also feel terribly lucky to embark on this journey with the very talented Hayley Mitchell and look forward to seeing the magic we can create as a team.”

Says Jen Sharpe, founder and managing director, Think HQ: “Over the years, Think HQ has run numerous events for a range of clients, so the creation of our experiential arm felt like a natural next step. We have had a keen interest in the offering from clients already, and I couldn’t ask for a more talented, creative, and experienced leader than Emma. I’m thrilled to have these two exceptional pros join Think HQ to spearhead our experiential team. Emma and Hayley’s proven capabilities will be invaluable as we continue to deliver integrated, powerful, and purposeful experiences that build deep connections and create positive social impact for clients and consumers alike.”