G Squared, the Australian digital marketing agency, has announced the appointment of Chris Murphy as the head of its new performance creative division.

Murphy (pictured), who previously served as the general manager of The Hallway, brings over a decade of experience in creative agencies in the UK and Australia, including Wunderman Thompson, BWM Dentsu, Saatchi & Saatchi London, and Grey London.

The new division at G Squared is a response to increasing client demand for high-performing creative. It aims to develop, optimise and scale effective campaigns across digital media channels.

"As media evolves and client requirements change, delivering high-impact creative which is iterative, scalable and drives results is no longer a nice to have, but essential for strong returns on marketing investment," Co-founder and director of performance at G Squared, George Photios, said.

"We’re delighted that Chris, with his extensive agency and brand experience has joined G Squared to build this new offering and ensure our partners realise their business growth targets."

Murphy's experience includes setting up the performance arm at The Hallway and working with clients such as BINGE, GWM Haval and Tourism Fiji. In 2022, he was accepted for the Marketing Academy, became an UnLtd Ambassador for Good and was named as an Emerging Leader. He also launched a YouTube channel, 'Sh*t. What now?', to help young people break into the advertising industry.

"Clients need work that works in this economy. They need to see it make a difference with immediacy and have the ability to optimise campaigns in real time," said Murphy. "Laser-focused performance creative campaigns are now critical and I can’t wait to get stuck in and start this exciting new chapter of my career."

G Squared's latest move follows the appointment of John Phung as head of data and analytics in April, to lead data analysis and reporting capabilities across creative, paid media, SEO and web.