What you need to know:

• Alice Hughes to lead Hogarth's  addressable content unit in ANZ.
• Blake Moseley steps up to global role. 

Hogarth as hired Alice Hughes to spearhead its Addressable Content Practice (ACP) in Australia with Blake Moseley becoming global lead.

WPP last year launched six 'addressable content' hubs launched globally, with Sydney now scaling up output and hiring. The aim is to move work around the world, or 'follow the sun' and deliver faster, cheaper personalised creative that drives sales and counters in-housing trend by better aligning creative and media.

Moseley previously told Mi3 that circa 50 per cent of GroupM client campaigns should be personalised by 2025, but he's advising them to start small – ten variants not hundreds or thousands, beginning with basic personalisation before going deep.

As part of that scale-up, unit has hired Alice Hughes from Omnicom’s dynamic creative unit Adylic where she led ANZ operations.

“Hogarth’s ACP is a very powerful, forward-thinking solution. It will help connect brands to audiences and deliver the ultimate personalisation experience through the power of content,” said Hughes. “I am beyond excited to be joining.”

Moseley, who led the addressable and dynamic creative work across ANZ, now becomes Global Head of Addressable Product and will work with GroupM’s global agencies and clients including Vodafone, Uber and Honda.

“Over the past 18 months I’ve had the privilege to work alongside some of the smartest people in the industry,” said Moseley. “I’m excited and grateful to be given the opportunity to now expand my remit.”