The conversation about advertising has changed this year. As well as the forecast demise of advertising agencies making those things we used to call adverts, like TVCs – perhaps a little premature at best, and rash at least – it’s about strategy first and foremost. The part of the process from brief to campaign that never got much of a mention is now leading the talk about “what we just did”.

The heads of strategy are getting their time in the sun.

The Works has appointed Adam Donnelley, as its head of strategy – a newly created role –  and is promoting him as its “integrated marketing expert”.

Donnelley is a member of the IAA board and has been lured from his own strategy company, Shake Content. He has also been managing partner at DDB Australia on Telstra and executive vice president with MRM Worldwide working on GM, Mastercard, Nikon, Chase Bank and Verizon. At MRM, Donnelley helped to establish the 275+ strong Detroit office before returning to take on the role of EVP, strategy director for New York and Princeton.

Douglas Nicol, creative partner of The Works commented, “Adam is a strategy specialist, his career experience has allowed him to develop skills across the full spectrum of marketing challenges we face as modern marketers.”

“As head of strategy Adam’s local and international experience will play a vital role to the position and offer invaluable insight to a breadth of clients at The Works, he is a brilliant addition to the team.”

Cummins&Partners has added Gareth Cooper as executive strategy director to its 18 month old, Sydney office.

Global chief strategy officer, Adam Ferrier noted, “What attracted us to Gareth is his variety of application. Bit brand, bit media, bit behavioural, bit direct, bit unconventional. His rounded experience gives clients a view that considers all angles of the opportunity. He’s a great fit for our team of independently minded strategic thinkers.  He’s regarded as one of the best agency thinkers in Australia and we are stoked to have him join.”

Cooper has blue ribbon strategy credentials. He was executive strategy director at Host for two years before joining Cummins&Partners, an executive strategy director at M&C Saatchi for the two years prior to that, and head of planning and channel planning director at BMF for six years.

Rebecca Bezzina, Cummins&Partners’ managing director in Sydney, noted, “With more clients looking to join the likes of Vodafone, FOX SPORTS, Movember and The National Home Doctor Service, there’s growing scope for Gareth to help build enduring brand platforms that drive the action our clients are striving for.”