Ideas that move markets. Work that moves people.

Phillip Smith

Founder & CEO

Phillip Smith co-founded Apparent and has grown it to one of Australia's largest independent full-service agencies. His career spans financial services and agency leadership across APAC, including eight years at OgilvyOne Sydney running direct, digital, and media businesses. With 25 years on both client and agency sides, he specialises in data-driven customer engagement and commercial growth.

Suzy Smiley

Managing Director

Suzy Smiley leads Apparent's day-to-day operations as Managing Director. Previously Head of Digital at Ogilvy & Mather, she brings 20 years of integrated agency experience across Unilever, Telstra, IBM, and Nestlé. A graduate of UNSW's Social Impact program and Member of the Australian Institute of Company Directors, she combines commercial rigour with a commitment to purposeful business.

Charmaine Andrew

Director, Business Development

Charmaine Andrew leads new business development at Apparent, bringing a strong track record from Saatchi & Saatchi where she was Director of Business Development & Communications. With experience across integrated agency environments — including GM of Marketing & Communications at Converge International — she is a seasoned commercial operator with expertise in pitching, prospecting, and long-term client relationships.

Jason Hill

Chief Strategy Officer

Jason Hill joined Apparent as Chief Strategy Officer, bringing close to three decades of experience from the UK, Australia, and Asia. He spent eight-plus years at Ogilvy Singapore as Chief Strategy Officer and Head of Consulting. His expertise spans brand strategy, customer insight, and transformation consulting across consumer and B2B categories at scale.

Caroline Hutton

Group Business Director

Caroline Hutton leads a range of B2B and tech business for Apparent, including Google and Optus. With over 15 years of marketing agency experience — including as Account Director at Volume Group and B2B leadership across complex enterprise accounts — she brings a sharp commercial instinct and deep understanding of the buying dynamics that drive B2B growth and retention.

Ben Keane

Chief Financial Officer

Ben Keane oversees the commercial and financial operations underpinning Apparent. His background includes finance director and CFO-level roles across major agency networks, with experience at WPP-affiliated businesses prior to Apparent. He brings analytical rigour and commercial discipline to a business that competes on both creative quality and measurable commercial performance.

Joanna O'Bryan

Head of Production & Digital Solutions

Joanna O'Bryan leads production and digital solutions at Apparent. She previously served as Executive Producer at AnalogFolk — managing web projects for HCF, Foxtel, and HSBC — and as Senior Digital Producer at Deutsch LA, where she ran the full redesign of VW.com. Her expertise spans digital production, workflow optimisation, resource planning, and CMS implementation.

Matt Olanda

Client Services Director

Matt Olanda leads client services at Apparent, managing relationships across major accounts including Volkswagen Group Australia and Optus. He brings deep CX and digital experience from agencies in London and Sydney, including 303 MullenLowe and MercerBell. His blue-chip brand experience spans American Express, BMW, Rolls-Royce, Unilever, and the UK Department of Health — where he delivered complex, multi-channel programs.

Simon Pugh

Chief Media Officer

Simon Pugh joined Apparent as Chief Media Officer, recruited from EssenceMediacom where he was Chief Client Officer for Australia. With senior leadership experience across Publicis Groupe, Omnicom, and Dentsu in Sydney, New York, and San Francisco, he has led media strategy for Square, Microsoft, Diageo, and The Coca-Cola Company. He leads Apparent's media practice nationally and internationally.

Hamish Stewart

Chief Creative & Experience Officer

Hamish Stewart joined Apparent in late 2024 as Chief Creative and Experience Officer, overseeing all creative output across 180-plus staff. With 25-plus years of creative leadership at CHEP, R/GA and M&C Saatchi, his portfolio spans Optus, CommBank, Google, and NRMA — earning over 250 global awards.

Kara Mandina

Creative People and Operations Director