Former Smart co-creative director Dan Gregory takes creative chairman role at newrepublique

Dan Gregory, who departed the co-creative director role at Smart, Sydney in late September (following the McCann takeover) has been appointed creative chairman at newrepublique, Sydney. 

Gregory, a regular panelist on ABC’s Gruen Transfer, will sit on the newrepublique board ensuring alignment between brand and digital strategy for current and new clients and will further shape and direct the concept of ‘Choice Architecture’, which he developed in collaboration with newrepublique.

Says Gregory, who is concurently CEO of innovation company, The Impossible Institute: “The traditional agency model has been questioned for years. newrepubliques’ approach, team and client roster are the perfect communications model for the future.”

newrepublique, which launched 18 months ago in response to what founder Nima Yassini saw as a serious lack of brand strategy in the Australian digital space has significantly grown its team and roster of blue chip clients that include brands such as Coca-Cola, UWS, Zurich and NAB.

Says Yassini:”Having Dan on board will further enhance our offering, helping brands transtion online to sell better and engage more fully. Our agency will be the first to engage a heavy weight traditional brand specialist within digital strategy.  Our team and ultimately our clients will benefit hugely from his pure depth of knowledge and proven innovation.”  

As part of the strategic alliance, newrepublique will deliver digital innovation capability for The Impossible Institute.

With the team in place, newrepublique will be making a series of announcements regarding client wins and new product offerings in the coming weeks.