Sydney-based independent creative agency, It’s Friday, has launched a full-service media division, aiming to deliver connected experiences for brands that 'out-think' rather than 'out-spend' competitors.

The agency has appointed seasoned media and creative connections strategist, Michelle Miroforidis, to lead the new division, dubbed Connections Media Strategy.

Miroforidis brings a wealth of experience to the role, having previously worked at agencies including Naked, Spark Foundry for Diageo, and Dentsu’s The Story Lab. She has also held in-house roles at Airbnb as Connections and Media Lead, and most recently as Acting Head of Strategy at Havas Media. Miroforidis has been shortlisted at both local B&T and Festival of Media APAC awards and has spent three years as a mentor with industry mentoring initiative, The Trenches.

CEO of It’s Friday, Pete Bosilkovski, said: "The introduction of media thinking in the agency gives our clients an edge in the way we go to market. Our ethos is to continue to deliver creative solutions that out-think, not out-spend," he said. "Having the ability to solve problems in a connected way will further deepen our ability to deliver brand experiences that are impossible to ignore."

Bosilkovski also highlighted the agency's focus on innovation and cost-effectiveness. "Cost pressures are one of the biggest issues facing clients, so we strive to innovate the way we go to market versus out-spending our competitors. We cannot wait to unleash connections thinking in our problem solving to give our clients the edge in delivering greater effectiveness and ROI."

Speaking on Miroforidis' appointment, Bosilkovski said: "We’re thrilled to have Michelle on board and leverage her tremendous experience working in environments where connected thinking was at the core of success. Working alongside our strategy team, Michelle brings a whole new dimension and energy to the way we will unlock effective brand solutions, connecting people and brands, in ways that are impossible to ignore."

Miroforidis said: "I’m thrilled to join the impressive team at It’s Friday. Their dedication to powering brands with a distinct Friday-like energy through the seamless integration of brand, creative and connections thinking, immediately struck a chord with me. I can’t wait to join forces with the team to create a game-changing Connections product, providing clients with channel-agnostic strategies across the customer journey."

The launch of the media division marks the next phase in the agency’s growth, two-and-a-half years after its launch.