Slingshot launches creative arm and appoints Jane Waterhouse as GM


• onesmoothstone offers media creative, social and content strategy and creation

Slingshot has expanded its operations with the launch of contextual content and creative arm, onesmoothstone.

The new expansion of the business will be led by former Are Media executive Jane Waterhouse who has been appointed as general manager.

The purpose of onesmoothstone is to help clients stand out more clearly amongst increasing clutter with unobvious media thinking.

Using data and insights from the media strategy, onesmoothstone offers media creative, social and content strategy and creation. It will also seek to work even more closely with media partners and platforms to innovate to deliver contextually relevant solutions that drive action.

As a highly experienced publishing, advertising and marketing leader, Waterhouse joins from Are Media after more than six years she leading brands and commercial solutions as general manager for Australia’s largest content company for women.

Waterhouse, who steps into the role of GM of onesmoothstone, said: “No one would argue the strength of Slingshot’s media strategy credentials. Working with them from the media owner and publisher side, I have seen first-hand how brilliant the team is at making their clients distinctive in media.The opportunity that clearly exists is to build on that terrific media thinking by adding a layer of unobvious media creativity to truly be memorable in the market.

“As the demand continues to grow, ultimately it is the creative and content driven media activations that will offer the greatest advantage. My experience as a creative leader of integrated branded content studios within media owners means I am perfectly suited to help get the very best out of our media owner partners. And, to generate unexpected content-driven-media ideas with deep audience insights that drive results,” she added.

Slingshot CEO and partner Simon Rutherford added: “We are experts at putting the right message in the right place or context, at the right time. Jane and her team will add new flair and creativity to that process. We have worked with Jane in the past and developed award winning work together in her time as a publisher, it’s super exciting that she is now working alongside us in the agency.”

Waterhouse is joined at onesmoothstone by social director Erienne Lette. Formerly senior social and content manager at Atomic 212, Lette has held senior journalism and content roles at leading media companies including Seven West Media and News Corp.

Both Waterhouse and Lette will focus on growing the contextual creative offering of onesmoothstone, with additional team appointments to be shortly.

Simon Corbett, Slingshot CIO and partner said: “The agency is so excited about what Jane and Erienne bring, the energy is amazing. Evolving our promise to see what others don’t into also delivering creative and content you didn’t see coming just levels up the entire agency offering.”

Top image: Jane Waterhouse

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