Independent full-service agency Affinity has expanded its senior leadership team, appointing Jo Biddle as group advisory director.
The move reinforces the agency’s commitment to an advisory model that blends account management and strategy into a single integrated service.
Biddle will lead Affinity’s Advisory team, overseeing business consultation, project delivery, and strategic development for client accounts.
The structure is designed to keep teams focused on commercial objectives while building work that delivers measurable outcomes.
Two decades of global brand and CX experience
Biddle arrives with 20 years of agency experience across Australia and the UK, spanning creative, digital, CX and major transformation programs.
Her career includes senior roles delivering customer engagement and omnichannel strategies for some of the world’s biggest brands.
At Ogilvy UK, Biddle led multi-market campaigns for British Airways, American Express, and BT. After relocating to Australia, she worked across Virgin Australia and Telstra at CHE Proximity, followed by roles on Nestlé and American Express at Ogilvy Australia, and Vodafone at JWT.
More recently, she moved client-side in global tech and SaaS roles at Ctrack and Inseego, working across marketing automation, advanced customer journeys, multi-channel campaigns and performance-led engagement.
Driving advisory excellence and agency growth
In the new role, Biddle will be responsible for the performance of the entire Advisory team, the profitable growth of client businesses, strategic leadership, and contributing to Affinity’s wider agency momentum.
Affinity CEO Angela Smith said Biddle’s mix of experience made her a strong fit for the agency’s advisory model.
“Jo’s blend of global brand stewardship, customer-centric thinking, and operational rigour makes her an exceptional leader for our Advisory team. She brings a depth of expertise across categories and disciplines that will elevate both our people and our clients. We’re delighted to welcome her to AFFINITY.”
Reflecting on her appointment, Biddle said the agency’s approach to intelligence, creativity and data was a key appeal.
“AFFINITY has always stood out for its ability to combine intelligence, creativity, data and media into genuinely effective solutions. Their commitment to evidence-led thinking and meaningful outcomes aligns beautifully with how I love to work. I’m excited to help shape the agency’s next phase and continue delivering standout results for clients.”
Her appointment is effective immediately.