Sydney-based full-service agency, Affinity, has announced the appointment of Accenture Song's Gavin Sommer as its new General Manager.

Sommer, who boasts over 25 years of experience in retail and brand strategy, customer acquisition, and retention marketing, is joining Affinity from Accenture Song, where he served as Digital Marketing Director.

In his new role, Sommer will lead Affinity’s initiatives to accelerate growth.

"At Affinity, I'm excited to apply my expertise to drive growth and innovation," said Sommer. "My passion lies in empowering teams to achieve strategic transformation and drive sustainable business growth.”

Luke Brown, Group CEO at Affinity, expressed his excitement about the new appointment. “We are thrilled to welcome Gavin Sommer to our team,” he said.

"With his exceptional background in both strategy and execution, we are confident that he will play a pivotal role in advancing our mission to accelerate growth and deliver unparalleled value to our clients."

The agency specialises in advisory, brand creation, CX & CRM, data, technology, and media. Affinity has been recognised as Australia’s most effective independent agency (Global Effies Index) and has earned over 70 effectiveness awards worldwide.

Angela Smith, CEO at Affinity, also shared her optimism about the year ahead and Sommer's role in it.

“With some new relationships with ambitious, like-minded clients about to kick off, this year is looking incredibly positive and the perfect time to have found Gavin to take ownership of this leadership role,” she said.

Smith also highlighted the agency's focus on redefining the role of agencies. “Our collective focus will be on breaking down the old/current paradigm of agencies being largely for ads and ‘colouring in’. Instead, we hope to continue to lead the way in redefining what can be achieved through delivering effective marketing strategies that maximise the relative potential of both creativity and technology,” she added.