Independent branding agency BrandOpus is relaunching its Australian operations with the appointment of Nikki Moeschinger as managing director.
BrandOpus has worked to boost such brands as McCain, Sara Lee, and Twinings in the Australian market.
Moeschinger's appointment comes at a time when private label and supermarket own brands have homogenised the supermarket shelf, according to the company.
“Brand is increasingly important in an industry where private label is going from strength to strength," Moeschinger said.
"Brands need to stand for something meaningful in order to break through and take more risk in order to stand out.”
Moeschinger has over 16 years' branding experience in the Australian FMCG industry, with recent exposure to the Chinese market.
“We have recognised the best creative talent in the region is eschewing traditional agency employment and is instead cherry-picking projects of interest through contracting.
"We’re realigning the agency to work within that context which allows us to offer our clients ‘the best of the best’ as far as creative talent is concerned.
"The icing on the cake is the back-up we have from the team in London when we need heavy-duty strategic or creative input."