ABEL ANZ taps Rachael Fraser, ex-M&C Saatchi strategist

AUCKLAND, Yesterday: As the new year unfolds, ABEL is proud to announce Rachael Fraser as the latest addition to their team, marking a significant advancement in their leadership dynamics.

Nicole Jauncey, ABEL Co-Founder, expresses her excitement: “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.” Fraser’s impact is immediate, securing new clients like RedBull NZ and Coates with her innovative approach.

With a global career from Australia to Amsterdam, Fraser’s strategic leadership has shaped major brands. Her extensive experience adds depth to ABEL’s strategic capabilities, promising a new era of creative solutions.

“Nothing gets me more excited than the work, and in meeting Nic & Si and seeing the magic of one of the only creatively-led offerings firsthand, I was hooked!”

Rachael’s enthusiasm for her new role is palpable: “Nothing gets me more excited than the work, and in meeting Nic & Si and seeing the magic of one of the only creatively-led offerings firsthand, I was hooked!” Her arrival at ABEL coincides with new business achievements, including partnerships with SolarZero and an undisclosed Fem-Tech brand.

Simon Fowler, ABEL’s Creative and Co-Founder, sees Rachael as a unique asset, bringing a fresh creative perspective to the agency. Her role is crucial as ABEL expands its creative footprint in Australia and New Zealand.

Reflecting on her career shift, Rachael shares, “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.” Her decision underscores her commitment to ABEL’s innovative approach.

ABEL’s evolution as a creative consultancy in Australia and New Zealand is evident. The agency is poised to redefine creative collaboration and drive substantial growth for its partners.