Former M&C Saatchi head of strategy Rachael Fraser joins ABEL ANZ as strategic partner

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Former M&C Saatchi head of strategy Rachael Fraser joins ABEL ANZ as strategic partner

After taking down the tinsel and screaming back into the new year, trans-tasman independent agency ABEL has announced its newest addition with former M&C Saatchi head of strategy Rachael Fraser joining as strategic partner.


Says Nicole Jauncey, co-founder and creative, ABEL: “We’ve struck gold with Rach, she’s not only a weapon when it comes to all things strategy and new business she’s also an incredibly genuine, caring and collaborative person. In the short time since joining us she’s helped ABEL secure new clients like RedBull NZ and Coates with unexpected thinking. She is exactly what we were looking for in a partner, to drive our next chapter of growth.

From Australia to Amsterdam, Fraser has led the strategic offering for a raft of Global brands including Unilever, Diageo, Volkswagen, Samsung and Tourism Australia, unlocking solutions with her unique combination of humanity and creativity. Having run one of the biggest strategy departments in the market for the last eight years, Fraser brings with her a wealth of leadership experience, holding senior positions across 72andSunny Amsterdam, Droga5, and DDB over the course of her career.

Says Fraser of her recent appointment: “Nothing gets me more excited than the work and in meeting Nic and Si and seeing the magic of one of the only creatively-led offerings firsthand, I was hooked! The model they have built with ABEL is something very special. Offering clients the opportunity to go direct to source, they represent a new breed of commercial creatives. When you take away the layers and the politics and have top talent solving problems, suddenly the strategy and creative have time to dance and the work that comes from that place is truly remarkable.”

Her arrival at ABEL coincides with even more new business wins such as New Zealand category leader SolarZero and an exciting launch for a Fem-Tech brand (yet to be announced); alongside recent projects for Macquarie Bank, Pinnacle Drinks, F45 Group, Westfund and SBS Bank NZ and a bunch of other brands paving a new way forward.

Says Simon Fowler, creative and co-founder, ABEL: “In Rach we’ve found such a unique talent, to help bring our unique creative offering to Australia and New Zealand. We couldn’t be starting off the new year in better hands.”

Says Fraser: “After 16 years in big agencies, the opportunity to go all in with the ABEL team and build something new at such a pivotal moment of growth, was too exciting to turn down. I feel humbled to partner with such lovely people and excited to share the magic of ABEL across the Tasman.”

ABEL continues to evolve as an in-house creative consultancy across Australia and New Zealand, designed to help its partners drive creativity from within.