Former WPP exec Aoife Brennan launches MADE HR

Aoife Brennan, Director, MADE HR

“Great leaders, teams, and cultures aren’t just born; they’re made.”

The former group people director of WPP’s creative and digital businesses, Aoife Brennan, has launched MADE HR.

Brennan hopes the new business will address the unique challenges faced by creative enterprises by offering tailored solutions to elevate cultures, teams, and leadership within the sector.

“Great leaders, teams, and cultures aren’t just born; they’re made,” said Brennan.

Before starting MADE HR, Brennan held senior positions companies including Droga5 and WPP Australia and New Zealand. At Droga5, she was key in building and leading the team responsible for people and culture during a time of fast growth, managing the full HR remit, from talent management and recruitment to culture transformation and legal compliance.

Later at WPP, Brennan was the group people director for its creative and digital arms: whiteGREY, Essence, Landor, Team Red, Switched On, AKQA Media, Graffiti, Geometry, and H+K. Her role involved not only strategic partnership but also driving innovation in areas like culture transformation, workforce planning, and talent management.

See also: WPP announces merger of Wunderman Thompson and VMLY&R to create VML

Commenting on the motivation behind launching MADE HR, Brennan continued: “I understand the balance of providing structure without limiting creative freedom.

“MADE was created to support ambitious creative businesses and agencies to flourish.

HR is often overlooked until it becomes a necessity. From writing employee contracts to resolving disputes, we handle the complexities, allowing businesses to build their dream team without the hefty cost of an internal HR department.”

With this in mind, Brennan wants to provide flexible support to creative businesses, enabling them to focus on their core activities without the added burden of managing internal HR functions. MADE HR’s approach promises to empower creative enterprises by offering custom-tailored HR solutions that align with their goals and values.

Brennan has qualifications in coaching, human resources, and design. She said the post-COVID launch of the business is important, because a recent study by Creative Australia indicated a steady growth in creative employment.

The study stated that between the Australian Census years of 2016 and 2021, creative employment experienced an annual average growth rate of 3.8%, surpassing the 2.4% rate seen in the rest of the workforce.

Top Image: Aoife Brennan

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