Red Agency has today announced the appointment of Sarah Trombetta as its new Chief Executive Officer. Trombetta will lead the company’s Australian operation, with PR, social and experiential teams across offices in Sydney, Melbourne and Brisbane.

With almost 20 years’ experience in advertising & PR across Asia, Europe and Australia, Trombetta joins from her role as CEO of Grey Group Hong Kong. Under her leadership, Grey Hong Kong was awarded Creative Agency of the Year and innovated its end-to-end marketing services solutions for Greater China’s largest clients, bringing social commerce, advertising, retail and activation together to drive growth. Prior to that, Trombetta held APAC and UK leadership roles at global public relations and integrated communications agency, H+K Strategies.

Trombetta will leverage award-winning credentials and diverse experience on global brands, including P&G (Pantene, Gillette, Olay, Always), HSBC, Hong Kong Tourism Board Facebook, Ford, GSK and Pfizer, to integrate Red Agency’s specialist services at scale, including its expanding Social and BLVD divisions, with content and technology offerings. Trombetta will report directly to Anthony Freedman, Havas Group Chairman, ANZ.

Trombetta said of her new role: “After a remarkable journey in creative hubs in London and Hong Kong, it will be exciting to bring fresh energy and perspective to this dynamic market and work alongside some of the best in the business on home soil. Red Agency’s formidable growth and palpable ambition to connect brands to culture, creates a compelling canvas to experiment and expand.”

Anthony Freedman said: “Sarah is a tenacious leader with her eye firmly on innovating for the future. We believe her unique blend of experience across diverse brand communication agencies and geographies will bring a new dimension to our shared vision for Red Agency as a critical player within the Havas Group.”

Trombetta takes over from James Wright who has been elevated to North America CEO and Global Chairman of the Havas PR Collective, now based in New York after seven years leading Red Agency to become one of the most dynamic, awarded agency brands in the industry.

Trombetta begins her new role at Red Agency Australia with immediate effect.