In a strategic move designed to revolutionize brand experiences, It’s Friday has launched a full-service media division. This development promises to deliver innovative and connected experiences for brands, focusing on out-thinking rather than out-spending the competition. Michelle Miroforidis, a seasoned strategist with extensive experience in media and creative connections, has been appointed to spearhead the new Connections Media Strategy.
The introduction of this specialist media division marks a significant milestone in the independent agency’s growth, coming two-and-a-half years after its inception. This move follows a soon-to-be-announced significant new business acquisition, highlighting the agency’s expanding influence in the industry.
Pete Bosilkovski, CEO of It’s Friday, expressed his excitement about the new division, stating, “The introduction of media thinking in the agency gives our clients an edge in the way we go to market. Our ethos is to continue to deliver creative solutions that out-think, not out-spend. Having the ability to solve problems in a connected way will further deepen our ability to deliver brand experiences that are impossible to ignore.”
Bosilkovski emphasized the importance of innovative strategies in today’s cost-sensitive market, saying, “Cost pressures are one of the biggest issues facing clients, so we strive to innovate the way we go to market versus out-spending our competitors. We cannot wait to unleash connections thinking in our problem-solving to give our clients the edge in delivering greater effectiveness and ROI.”
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Michelle Miroforidis, who brings 16 years of integrated expertise in communications strategy and connections, will be pivotal in this new role. Her impressive career includes leadership roles at Naked, Spark Foundry for Diageo, Dentsu’s The Story Lab, and in-house at Airbnb. Most recently, she served as Acting Head of Strategy at Havas Media.
“We’re thrilled to have Michelle on board and leverage her tremendous experience working in environments where connected thinking was at the core of success,” said Bosilkovski. “Working alongside our strategy team, Michelle brings a whole new dimension and energy to the way we will unlock effective brand solutions, connecting people and brands, in ways that are impossible to ignore.”
Miroforidis shared her enthusiasm for the new role, stating, “I’m thrilled to join the impressive team at It’s Friday. Their dedication to powering brands with a distinct Friday-like energy through the seamless integration of brand, creative and connections thinking, immediately struck a chord with me. I can’t wait to join forces with the team to create a game-changing Connections product, providing clients with channel-agnostic strategies across the customer journey.”
Michelle’s contributions to the industry have earned her recognition at both local B&T and Festival of Media APAC awards. Beyond her professional achievements, she is a passionate advocate for cultural diversity in leadership and a mentor for aspiring industry professionals through the initiative, The Trenches.
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