TBWA’s Harley Augustine lands at Nation
(L-R):
Independent creative agency Nation has nabbed TBWA Brand Labs’ head, Harley Augustine, as its new brand and strategy director.
Augustine had been with TBWA for nearly eight years, half of that spent leading the specialist brand consultancy. He has worked with brands across a number of categories, including corporate, FMCG, and retail.
He has led local and international brand and creative strategy for 20 years, with other experience at Futurebrand and Elmwood.
Augustine said that he has loved working at big global agencies, but now he’s “excited to roll up [his] sleeves a little higher” at Nation.
(L-R): MD Joe Godsell, brand and strategy director Harley Augustine, CEO Greg Knagge
He is reuniting with former TBWA colleague Joe Godsell, who joined Nation a year ago as managing director and partner. His departure, among other factors, led to confusion around the operational status of TBWA Adelaide.
“With Harley’s credentials, he could’ve gone anywhere and that includes some of the top agencies in the world. But I’m not surprised he chose NATION, it’s a natural fit in terms of shared work ethic, passion and values,” Godsell said of the appointment.
Augustine said he and Godsell have had an “instinctive, ego-free and natural working rhythm” since they met nearly ten years ago.
“… And so the thought of bringing that back to life in a fresh and dynamic new setting like NATION is incredibly exciting for both of us.”
Based in Melbourne, he will be supported by Nation’s Adelaide-based strategy team, including Ben Nitschke and Phil Detoya, which is headed up by CEO Greg Knagge. He will work alongside Nation’s designer Sarah Cain in the Victorian market, marking a continuation of the agency’s expansion into other states. Nation also operates in the ACT.
“I’ve always believed that the best work comes from strong relationships, shared ambition and trust,” Augustine said in the release.
“That’s what drew me to this thrilling next chapter and to the people behind it. Independent agencies are on fire these days and NATION is a great example of handpicked, quality people doing quality work with quality clients. I’m all in!”
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