Hannah Jones named CEO of Sparro and Jack Nimble

Sparro by Brainlabs and Jack Nimble have appointed Hannah Jones as chief executive officer. Jones steps into the top job after nine years with the agency group, most recently as managing director.

She will lead more than 130 staff across the media and creative businesses. The group manages more than $250 million in annual advertising spend.

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Its client roster includes Spotify, NRMA, Sixt, Petbarn, Temple & Webster, Ralph Lauren, American Express, eBay, ASICS, Liquorland, AMP and Destination NSW.

From account director to CEO

Jones joined Sparro as a key account director before being promoted to group general manager and then managing director. Earlier in her career, she worked across digital transformation and marketing roles, including at Webjet.

During her tenure, Jones has helped shape Sparro’s full-service media offering and its people-first workplace culture. The business has also received recognition across several workplace, talent and agency awards.

These include the B&T People & Culture Award in 2020 and 2022, AdNews Digital Agency of the Year in 2023 and a finalist placing in the 2026 MFA Awards’ Agency Talent & Culture category.

Focus on global capabilities

Brainlabs acquired Sparro in January 2024, with social-first creative and production agency Jack Nimble included in the deal.

Jones will now focus on using Brainlabs’ global resources and technology to expand the group’s media and creative services. This includes further integrating artificial intelligence and automation across the business.

“Nine years ago, I walked into a business with massive ambition, and today, that ambition is stronger than ever,” Jones said.

“I am incredibly proud to lead our brilliant team into this next phase, supercharging our offering and continuing to build a workplace where our people can truly thrive.”

Sean Seamer, global chief operating officer at Brainlabs, said Jones had earned the appointment through the agency’s results, culture and the trust of its staff.

“Hannah has spent nine years building Sparro and Jack Nimble into one of the best agencies in Australia, and she’s earned this the hard way: through results, through culture, and through the trust of her team,” Seamer said.

“She leads with the same ambition and discipline now that she did on day one, and that’s rare. I’m excited to see what she does with the full weight of Brainlabs behind her.”

Top image: Hannah Jones