O’Brien (pictured) joins the firm after eight years with the WPP brand consultancy. She was a vice president of the firm’s New York office for two years and spent the previous six years working in Sydney, Australia as an associate director. Prior to this, she had spells at Stancombe Research and Planning and Harris Interactive/BMR.

In her new role, she will work alongside Haines McGregor’s planning and creative teams across the alcohol. FMCG and service sector clients. In particular, her focus will be on growing innovation and brand positioning.

Brett McGregor, founder of the agency, said: “With her strong experience working for blue chip clients internationally, Bec will be a strong addition to our team.”