True leans into brand experience with new CD

AUCKLAND, Today: Independent creative agency True has stepped up its brand experience and design offering with the return of Matt Heays as True Creative Director and agency partner.

CEO Matt Dickinson said: “We’re returning to our roots of creative problem-solving across a broader customer experience, and with that comes the need to offer exemplary design, so it’s quite the coup for us to have lured back one of the most talented humans to ever grace our floors.”

Heays – who returns from the CD role at Taboo Melbourne – previously worked at True from 2015 to 2018, where he oversaw large brand design projects for ASB and Contact Energy and was integral in delivering campaigns for Air New Zealand and Vodafone.

“He returns from the creative director role at Taboo Melbourne.”

Heays said: “It’s great to be back at True. I’m joining a brilliant team of thinkers and creators. There’s a massive amount of experience in the building and it’s earnt us a clear pathway forward and a crystalised understanding of what we’re for ¬and what we’re not.

“We’ve implemented new ways of working, including moving to cross-discipline teams working on briefs so our clients have the right mix of talent on each project. It’s more collaborative and it means we can offer a broader creative and design pool for our clients – and greater collective fluency across brands.”

“Another key focus for us has been developing our design and animation offering. Animation has become a core ingredient in everything we design for, and it adds significant value within the overall brand experience.”

Matt Dickinson: “It’s hardly new news that brands need to think beyond just advertising to have a real impact, and with Matt on board, we’re continuing to build a business that can genuinely deliver to that need.”

• thisistrue.co