AUSTRALIA – Special has announced the appointment of Maddie Marovino to the newly created National Head of Social role, as the agency continues to strengthen its earned connectivity offering.
In her new role, Maddie will lead the agency’s social offering nationally, shaping culturally-relevant ideas and content that helps brands show up meaningfully and memorably in fast-moving social environments.
She will play a key role in connecting ideas across channels, using social as the engine that links creative, media, experience, PR and influencer into one cohesive, audience-first system.
“It’s not every day you meet someone of Maddie’s calibre. Her start-up background gives her the hustle and nimbleness that thrives at an independent agency, while her global and local experience and strong industry partnerships will help expand our agency’s social capability, unlocking new opportunities for clients and driving earned-led connectivity across the business,” said Alex Bryant, Managing Director of Special PR Australia.
Working closely with Special’s world class creative, strategy and production teams, Maddie will oversee the agency’s national social output while growing the team of social specialists. She will champion social-first thinking across campaigns, ensuring cultural insight translates into impactful ideas and work that cuts through.
“I’m incredibly excited to join the team at Special and further integrate social firepower into everything we do – from insight and idea through to execution and impact. In a landscape where the consumer journey is increasingly fragmented, social can be both the spark and the glue,” said Maddie Marovino, National Head of Social at Special.
Maddie joined Special from Hello, where she spent 5 years as Director of Client Experience shaping and leading integrated work. Across her 15-year career, spanning start-ups, scale-ups, and global brands, she has worked with brands including Uber, Uber Eats, Air Canada, Unilever, Johnson & Johnson, McDonald’s, and Harley Davidson.
