AdNews

21 Feb 2012, By Erin Smith

New Republique promotes "empirical creativity"

Digital agency New Republique has appointed former Leo Burnett senior creative Andrew Jones as creative director, while hiring a mathematician who has never worked in advertising.

The newly created positions see Jones join as CD and former teacher Mark Nelsone in data planning, in a move to bring the agency's creative and logical arms together.

Newrepublique representative Nima Yassini said: “Mark comes from a traditional mathematical background and has never worked in advertising. We believe this is the only way we will grow our industry by bringing new fresh thinking and perspective into our work.”

The duo will work across all client teams, with a focus on the University of Western Sydney and National Australia Bank. The addition of Jones in creative and Nelsone in data aims to bring the company's creative and data strands together. 

Yassini said: “Too long have we separated data and creative. These two hires will help us re-define what we are calling internally, empirical creativity.”

Jones will work closely with New Republique creative team and creative chairman Dan Gregory to reposition the brand's creative product.

Jones has worked on brands including Subaru, McDonald's, Macquarie Bank, Toyota, Lexus, Louis Vuitton, Sony Playstation, Daimler Chrysler, Panasonic, and Hewlett Packard.

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