Whybin\TBWA\Tequila launches Whybin\Go Direct headed by ex M&C Saatchi GM Kimberlee Wells

Whybin\TBWA\Tequila has launched a new division, Whybin\Go Direct, to be headed by Kimberlee Wells, who has been appointed as National Head of Customer Strategy and Insights.

Wells joins from M&C Saatchi’s Mark where she has been general manager. Previously Wells has been GM of Clemenger Proximity and head of direct at M&C Saatchi Sydney. Wells has also worked at George Patterson Y&R and Wunderman.

Wells has extensive experience across categories for customer relationship modeling, trend analysis, acquisition, retention and ROI together with business planning from a consumer perspective. Her client experience includes ANZ, NAB, Medibank Private, MBF, HBA, IAG, Tourism Australia, Qantas, Yellow Pages, Mercedes, Audi, Australia Post, Fonterra Brands and projects across Federal and State Government. 

Says Mark Watkin, MD of Whybin\TBWA\Tequila, Melbourne: “We’re delighted to welcome Kimberlee into the group. Kimberlee will lead Whybin\Go Direct working closely across our national client base and in particular with our Digital capabilities. Kimberlee has great client experience across categories and her and the team will be valued within the agency.”

Whybin\Go Direct will work across the Whybin\TBWA group national client base bringing a focus on data to build strong acquisition, retention and growth campaigns. Kimberlee’s appointment also adds to the existing resource of Gavin McLeod and Irina Hayward in the Whybin\TBWA Sydney office. Whybin\Go Direct joins other Whybin\TBWA Group companies including Tequila, Integer and Eleven PR.

Adds Watkin: “We’re strengthening our Direct and customer relationship skills under the Whybin\Go Direct brand – it’s a formalisation of work we have been doing in the agency for some time.”

Says Wells: “Whybin\Go Direct will fill the gap that agencies lack but clients increasingly demand. Our creative product is under such pressure to perform these days that method, measurement and ROI conversations are as important as cracking the big idea.  I’m excited to be joining an agency who respects and encourages the discipline of direct and data.

The appointment continues key hires Whybin\TBWA\TEQUILA Melbourne have been making over the last four months.