Research platform Ideally is expanding its Australian footprint with two strategic hires, with Casey Kudrenko joining as strategic client partner and George Robertson as strategic agency partner.

Kudrenko brings over 12 years of experience in consumer psychology at neuromarketing and neuroanalytics company Neuro-Insight, where she was most recently director of client solutions. In her new role, she will be responsible for driving business growth and ensuring the company's vision of delivering timely and relevant insights is realised for customers.

Robertson, joins the business from independent agency Howatson+Company, where he sent the last 18 months as group business director. His brings more than 15 years of experience in top-tier creative agencies in Australia, having also held roles at Ogilvy, Clemenger BBDO, CHEP, and R/GA. In the new role, Robertson will focus on building and deepening the company's strategic agency channel.

Head of Ideally Australia, Simon Gawn, said: "It's well beyond our wildest expectations to be able to bring on people of Casey and George’s experience this early in our journey. We have had such a warm response from the innovation and marketing community in NZ and Australia. Doors have been opened by people resonating with the problem we are solving through our platform and these roles will help us walk through them to drive value with our customers."

Ideally's growth strategy aims to make it one of the world's leading customer insights platforms. The company provides marketers with rapid customer insights to validate and test concepts, messages, products and ideas.

Since its launch in August 2023, Ideally has already embedded itself in the creative and innovation processes of more than 115 customers across ANZ, including Asahi, Telstra, Bupa, Revlon, Hanes, Lion, Kraft Heinz, Afterpay, Nine, and Goodman Fielder. The platform is also used by 25 of the top creative and advertising agencies in Australia, including DDB, VML, M&C Saatchi, Ogilvy, Special Australia and Thinkerbell.