Affinity has appointed two new senior hires, Carmen Campbell and Billy Luu, in a bid to enhance its media capabilities.

Campbell, formerly head of strategy at Starcom, joins the full service marketing company as group strategy lead. Her role will involve strategic advisory across Brand & Creative, CX & CRM, Data & Tech, and Media.

CEO of Affinity, Angela Smith, said: "What’s exciting about Carmen is she is a genuine triple threat. Not only is she a gun strategist with more than 20 years’ experience, but she’s worked at the highest levels in both media and creative to deliver growth for clients. A seasoned researcher, Carmen’s commitment to understanding consumer behaviour using a broad skill set of data analysis or more traditional research methods is icing on the cake."

"The chance to work at a strategic advisory level across four critical adjacencies of Brand & Creative, CX & CRM, Data & Tech and Media was a perfect growth opportunity for me to apply the learnings across my career in marketing," said Campbell. 

Luu joins Affinity from Howatson & Company, where who previously served as national digital director. At Affinity, he steps into the role of group media lead, where he will focus on driving competitive advantage and brand growth through strategic thinking, process, operations, and implementation.

Smith said: “Billy is a firebrand for the potential of media to drive competitive advantage and brand growth through strategic thinking as well as demonstrating a brilliant mind when it comes to process, operations and implementation.

“His passion for bringing home outstanding outcomes for our client partners is exceeded only by his capabilities as a highly skilled practitioner across every possible permutation of media. Billy’s energy levels are off the charts and we’re inspired by his ambition to help shape a media offering that will be relevant to businesses into the future.”

Luu said: "It’s such a great time to be joining Affinity. The team have built an offering leveraged to support ambitious businesses across all functions of marketing from advisory, creative, CX, data & tech and media. I’m thrilled to be part of an award-winning team that dedicates itself to driving effective and provable business growth."

The appointments come as Affinity looks to bolster its comprehensive marketing offering, which includes brand creation, CX & CRM, data & technology, and media. The agency was recently awarded Australia’s most effective independent agency by the Global Effies Index and has received more than 70 effectiveness awards worldwide.