Orchard bolsters its brand experience offering with three new senior appointments



Creative technology has always been part of Orchard’s DNA. After a stellar year; AdNews Digital Agency of the Year and shortlisted for CX Partner of the Year, Orchard has expanded its experience and creative team, welcoming three senior hires.

The new starters include Gina Hughes as experience director, Alyson Wales as brand experience director and David Mugford as associate digital creative director. The new hires are some of the best talent the industry has to offer and further extend Orchard’s creative technology capabilities.

Hughes has been in the industry for over 20 years, leading clients through human-centred design processes to create remarkable customer experiences. In her six years as experience design director at Ogilvy, Hughes helped deliver the Cannes award-winning app AAMI Smartplates, along with leading experience work for Hostplus Superannuation Creative Holidays AstraZeneca, along with digital and personalisation strategies for Goodman, MinterEllison, KFC, Dexus and Cadbury.

Wales’ career began in the UK, founded in direct marketing and brand building. Since 1999, Wales has worked with some of Australia’s biggest brands and agencies, her client portfolio including: The Economist, Tesco Clubcard, Roche, Telstra, Optus, Kimberley Clark, Macquarie Bank, BT Financial Group, Renault, Honda. Most recently, Wales was the Strategy Lead at Ogilvy on American Express.

Mugford is a highly-awarded digital art director and designer. Mugford specialises in user interface design and experience, art direction and concept development, with a particular passion for crafting digital experiences that combine creativity and technology. He joins the team with over 10 years of experience, both locally and internationally, across major brands including; Volkswagen, Uber, Target, Telstra, McDonald’s, Canon, Diageo, Coca-Cola, Samsung, and the Australian Bureau of Statistics.

Says Tim Condrick, creative director, Orchard: “Orchard has always been a digital leader in Australia, always at the forefront, constantly adapting and changing to meet future challenges – bringing someone as talented and experienced as David on board continues that tradition and super charges our ability and determination to invent better.”

Says Mikaela Crimmins, head of experience at Orchard: “Orchard has always been the home of different shaped ideas and this requires people who think about brands as not only promises but experiences too. Gina and Alyson strengthen an already diverse mix of thinkers, and bring to Orchard the right amount of experience and spirit we love.”