Former dentsu exec Fiona Johnston joins First Nations-led YarnnUp

First Nations-led business YarnnUp has appointed Fiona Johnston as managing director, placing the former dentsu ANZ executive in charge of its day-to-day management as it expands nationally.

Johnston will work alongside co-founders William Trewlynn, director of creative and culture, and Ray Alam, director of commercial and strategy. Her remit includes supporting investment in services, talent and client partnerships.

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Leadership appointment supports national growth

Johnston has held senior roles across Australia and international markets, including positions at UM ANZ, IPG Mediabrands, MediaCom Australia, Havas EMEA and dentsu ANZ.

Her previous client work includes Tourism Australia, Woolworths Group, Optus, Lion, PepsiCo International, the Australian Government and The Coca-Cola Company.

Trewlynn said the appointment would allow YarnnUp’s founders to concentrate on the company’s long-term direction while strengthening its operations and client work.

“We're exceptionally proud of what our team has built, and we've reached a moment in our growth where realising our full potential means working in a new way. Bringing Fiona in as Managing Director does exactly that,” he said.

“Our ambition is bigger than the business and that’s where Fiona's experience and passion come in. We want to change the way this country understands leadership.

“We're sitting on 60,000+ years of knowledge about how to lead, how to relate to one another, how to make good decisions, and I want that in boardrooms and cabinet rooms, treated as real intelligence, not a nice-to-have on the side.”

Alam said Johnston understood both the commercial pressures facing clients and the need to build culturally capable organisations.

“We've always believed our work should create lasting behavioural change, not just tick compliance boxes. Fiona understands both the commercial realities our clients face and the importance of building organisations that are culturally capable, sustainable and future-focused,” he said.

“As we continue to grow, her leadership will help us scale without compromising the values and purpose that have shaped YarnnUp from day one.

“For me, it comes back to a simple belief: culture shapes everything, how people think, work, and make decisions, and most organisations have never learned to navigate that well.

“I see the ability to work effectively across cultural differences as a genuine strategic skill, not a soft one, and one that's becoming more important as markets become more global and more diverse.”

YarnnUp prepares to expand its services

Founded in 2018, YarnnUp combines First Nations knowledge with behavioural science, strategy and creative services. It works with government, corporate and not-for-profit organisations across consulting, creative and capability-building projects.

The business has a national multidisciplinary team of more than 30 people and more than 30 repeat clients. Its client roster includes Tourism Australia, McDonald’s Australia, Allianz, DHL, QBE, Philips Australia and the Brisbane 2032 Olympic and Paralympic Games.

YarnnUp said the appointment followed a sustained period of growth, with further client wins and initiatives expected to be announced in the coming months.

Johnston said she was drawn to the role by the opportunity to apply her experience to work supporting First Nations communities.

“I'm excited to help realise the next phase of the YarnnUp business, leading an amazing and talented team, alongside Will and Ray, to ensure our impact and client partnerships can create important work that makes us all proud,” she said.

“Culturally sound, client inspired and commercial success with purpose.”

Top image: L-R: William Trewlynn, Fiona Johnston & Ray Alam