Sweetshop has reconfigured its global management to maintain its growth through the evolution of its industry.

Edward Pontifex has become its new Australian managing director, following Wilf Sweetland’s promotion to chief executive officer. Pontifex joined Sweetshop in 2013 as executive producer after working with the production company on various jobs, including the awarded film, The Potato Peelers for the Melbourne International Film Festival with director, Steve Ayson. He has worked with a vast range of brands, including CUB, Aldi, Tourism Victoria, TAC and agencies, such as Clemenger BBDO Melbourne, The Monkeys, BMF and DDB. He has judged at Award and New York Festivals.

Edward Pontifex. Photo by Andrew Ingram

As managing director and executive producer, Pontifex, will oversee the Sweetshop’s international roster of directors, while maintaining the company’s commitment to craft, creative storytelling and filmmaking. He will continue to be supported by executive producer, Loren Bradley, who is based in its Sydney office.

Sweetland commented, “Edward is hugely respected and well-liked by agencies and Sweetshop’s family. He is a man who understands our commitment to craft and whose passion for quality complements our clients’ growing ambitions. He’s an inspiring leader and he’s unequivocally the right person to lead our next phase in Australia.”

Pontifex added, “To have the opportunity to follow Wilf’s firmly established legacy of leadership and work with our talented team of directors, production team and clients is both humbling and exciting.”

Paul Prince, Sweetshop founding partner and chairman noted, “During his tenure as managing director, Wilf has ensured Sweetshop Australia remains hugely important to us strategically. It has been a resounding success, producing high-quality content for the local market. I now have total confidence that Edward will build and grow the company significantly alongside our talented team.”

Sweetshop restructures to create broader opportunities for its directors