Integrated creative agency, MBCS, has promoted Toby Maclachlan to Head of Strategy & Product and Trent Peppercorn to the newly created role of Head of Melbourne.

The agency said the promotions follow consistent year-on-year growth since MBCS's launch in 2022, Managing Director at MBCS, Olivia Warren, said. MBCS was established with the aim of better connecting IPG’s creative, content and experience capabilities, underpinned and powered by media.

"Our agency’s growth and new client wins come down to the experience, creativity and capability of our team. Toby and Trent’s new roles recognise their leadership and success, and importantly will create new opportunities and pathways for our next generation of leaders to grow, while continuing to create the very best outcomes for our clients," said Warren.

Maclachlan was previously the Head of Creative Strategy for three years at Initiative Media, and brings a wealth of experience in brand leadership and strategy roles across a range of categories including FMCG, entertainment, fashion, auto, government and tourism. In his new role, Maclachlan will lead the overall strategic output and team across both offices, focusing on delivering creative and innovative experiences to deeply connect with people.

"2024 is going to be an interesting year; defining and pivotal on so many fronts, in so many ways. People expect a lot of brands RN. And rightfully so. Who brands are, how and where they show up for people, it really matters," he commented. "I'm looking forward to helping brands navigate their now and next -- IRL, URL, and whatever WEB 3, ai, spatial computing and next gen social media etc. brings -- with true-to-brand strategies and ideas that hit different and make difference."

Peppercorn, previously Head of Creative Services at MBCS, will relocate to Melbourne to lead the office through its next growth phase and expand the team in line with client demand.

"It’s an exciting time to make this move and I am incredibly pumped to embark on a new chapter of my career and continue to work alongside such a skilled and inspiring team not just in Sydney but now in Melbourne," he said.

"My new role will see me work closely with both offices providing the ability to apply my craft to help solve a range of client problems regardless of the platform, fitting perfectly with MBCS’s proposition of borderless creativity. I’m excited with opportunities to grow Melbourne’s client base organically and also bring new and exciting clients on board. It’s a burgeoning market and I am excited about the potential of what lies ahead."

The new roles are effective immediately.