Denomination announces new leadership hires and the opening of its fourth office: New York City

Final piece of the puzzle

“We have spent the past 22 years building a reputation for successful drinks brands that are distinctive, desirable, drinkable – and sustainable,” says Rowena Curlewis, CEO and Co-founder at Denomination. “We are privileged to work with leading drinks brands across the world, and the addition of this NYC office will allow us to get even closer to US Mid West and East Coast spirits and beer clients. At the same time, our clients around the world will benefit from the incredible drinks expertise and creative talent that Hamish brings to our team.”

Campbell brings unrivalled drinks brand and creative experience to the role, having learnt from industry legends Michael Peters and Mary Lewis in London, before growing Pearlfisher, New York from its beginnings to a team of 55. His work ranges from a decade leading the strategic design on iconic brands such as Wild Turkey, to innovating the inception of Seedlip, which created an entirely new drinks category. He has worked across multiple drinks brands at Campari, Diageo, Bacardi, Brown-Forman and Beam Suntory among others.

“An independent female-led drinks brand specialist, renowned for its creative excellence, and leaders on sustainability – this truly feels like a homecoming for me,” says Campbell. “It’s one team in San Francisco, London and Sydney, and a privilege to be adding NYC, which feels like the missing piece. Tapping into New York’s global culture, energy and talent, will only enhance the incredible portfolio of work both across the US team and globally – this is an opportunity I couldn’t resist. I have to say the global growth is a credit to Denomination, who are too modest about their successes – but now we’re going to add some New York City edge!”

A global team for global brands

“Global drinks brands need global brand design solutions, and our team across Sydney, London, San Francisco, and now NYC operates as one,” continues Curlewis. “I’m super excited to have Ellie join the team, leading our Sydney studio, but also elevating our offerings as the go-to drinks agency for drinks brands that need that unified global solutions.”

Hansen brings 27 years of experience to the agency. Starting clientside within the design functions of the Royal Mail and Visa International, she had leading roles in the UK, AUS and US at Landor, Design Bridge, and built and ran her own agency Ishimodo for 12 years.

Most recently she launched the now award-winning US arm of UK brand design agency JDO Global. She built and led a team of strategists, creatives and client service in NYC, winning new clients such as Pernod Ricard (Jameson, Jefferson, Altos and Avion) and Mizkan (Angostura Bitters), whilst growing the existing suite of clients including Beam Suntory and Unilever.

Hansen says, “Denomination is a proud, laser focused, creative and people-first agency that heralds its roots, whilst also having ambitious plans for the future – one I’m overjoyed to be part of. This will be the first female-led business I’ve worked for which excites me, as Australia and the world, slowly – too slowly – paves the way for more female seats in the C-Suite.”

Building a leadership team

“We are incredibly rigorous in our selection process,” adds Curlewis. “If you want to hire the very best talent and build a global leadership team that will work together you have to be. I couldn’t be more excited to have Hamish and Ellie join our team. It’s a new stage in Denomination’s growth, and I can’t wait to see where we’ll go together.”

Source: Denomination

  Agency, Appointment, Branding, Denomination, Ellie Hansen, Hamish Campbell, Managing Director Sydney & Global Chief Growth Officer, New York City, VP Executive Creative Director