Wilf Sweetland has been promoted to the role of chief executive officer, The Sweet Shop, overseeing its core operations in the US, UK & Europe, Greater China, Southeast Asia, Australia and New Zealand.
Paul Prince commented, “Wilf is a real challenger and has a hunger and passion for the Sweetshop. He has truly become a recognised driving force. We could not be more excited for him and his expanded leadership role.”
Sweetland’s promotion is part of a management restructure of The Sweet Shop’s global team, aimed at creating more opportunities for its international roster of directors, allowing their content to operate across new platforms and multi-outlet streams.
Paul Prince, formerly chief executive officer, moves into the position of chairman, working with Sharlene George as global executive producer. These two founding partners will concentrate on new strategies and partnerships to expand content opportunities for its roster.
Prince explained, “These keys partnerships will allow us to develop beyond our core business of commercial advertising, taking us to a whole new level and opening new doors for our Directors. I believe now’s the time to take this leap and investing in our people and ourselves is how we’ll create more opportunities.”
Prince and George founded The Sweet Shop in New Zealand in 2001. It now has offices in London, Los Angeles, Sydney, Melbourne, Bangkok and Auckland New Zealand.
Sweetland joined The Sweet Shop in 2011 as executive producer and managing director of Australia. He went on to become managing partner and was also chair of AWARD from 2015 until mid-2017. Sweetland has worked in the local, US and European markets, so he has a global perspective of advertising production. His job will be to maintain and advance The Sweet Shop’s ability to deliver world-class craft globally as the production environment evolves.
Wilf Sweetland. Photo by Andrew Ingram.
Wilf said, “I am honoured to have been asked to lead this amazing company. The opportunities in front of us, to be able to further support our directors, while serving our global agencies and clients in these changing times, are incredibly exciting. I would like to thank the founding partners of Sweetshop Paul, Sharlene and Melanie for entrusting me to lead us into the next stage of our evolution.”