National independent public relations and creative agency Keep Left has revealed a number of key appointments to its strategy team, including Laura Agricola as strategy director.
Agricola steps into the director position following three years with the agency as a senior brand strategist. Prior to Keep Left, Agricola was stationed as sSaatchi & Saatchi in Australia, as well as Crispin Porter + Bogusky in the United States.
“I‘m not interested in being an armchair expert,” said Agricola regarding her appointment. “I want the support of brains that are always plugged in to give us a complete picture of what sits at the intersection of brand, people and culture.
“Effective strategy demands a deep understanding of exactly how brands need to show up to be chosen. Psychology and culture underpin that. They are co-dependent, yet each is a niche.”
Harris Galloway has also been appointed as behavioural strategist and Zach Edwards as comms and culture strategist.
Galloway joined Keep Left in 2021 while completing a Masters of Applied Psychology. Edwards also joined in 2021 as digital planner.
Galloway said the agency has “shifted our mindset to embrace the proposition Ideas People Choose, constantly asking, ‘Would our audience willingly choose this, or would we have to force them to pay attention?'”
“It’s a high bar. To reach it, we have to know the people we are talking to intimately which is where the role of behavioural strategist comes in,” he said
Edwards added that “strategies immersed in culture – whether digital, physical, or social – make people move.
“They change how we think, feel, or behave. We all crave belonging and life experiences. Only by delving deep into what motivates our audiences, what shapes their views, and who they admire, can we craft compelling work that resonates.”
The trio will work with the agency’s clients across Melbourne and Sydney.
Earlier this month, Keep Left partnered with Australian Midnight Health to grow the audience and market share of the digital healthcare provider‘s product offering.
See also: Midnight Health appoints PR and creative agency Keep Left to grow market share
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Top Image (L-R): Zach Edwards, Laura Agricola and Harris Galloway