Weber Shandwick Australia is working to strengthen its earned strategy team with the appointment of Addie Freyne as Director of Earned Creative Strategy.

Freyne brings over a decade of experience to her new role, having worked with notable brands such as Pfizer, Zoom, Bentley, SC Johnson, ServiceNow, and IBM. Her appointment is aimed at enhancing the agency's ability to help brands earn their place in significant conversations, extending beyond the traditional confines of press coverage.

Tran Nguyen, who previously served as a Creative Strategist, will now concentrate on earned thinking. Nguyen has six years of experience as a Creative Strategist with Jack Morton, and is now aligned with Weber Shandwick Australia.

Angela Malkin, Head of Weber Shandwick Australia, commented on the evolving nature of earned media. "Earned media has fundamentally changed. It’s no longer just about getting coverage. We have to earn the right to be part of the conversations people are already having, and that means understanding audience behaviour, tapping into cultural shifts, and building ideas that matter. Addie and Tran’s appointments reflect our commitment to leading that change," she said.

Freyne expressed her approach to the role, stating, "My mission has always been to make the complicated simple - and, more importantly, interesting. Today, earned isn’t about pushing content into the void and hoping it lands. It’s about finding the story that earns attention, builds trust, and inspires people to care. That’s where real strategic thinking changes the game."

Nguyen also shared her perspective on the importance of authenticity in earned media. "I’ve always believed the key to earning attention is showing up authentically in the spaces people care about. I’m excited to help brands tap into cultural moments and community dynamics in ways that feel genuine and lasting," she stated.

Weber Shandwick Australia collaborates with Jack Morton and Vocal to integrate Creative, PR, Experience, and Content expertise.