Untangld Hires MD for Global Growth
Global agency Untangld has appointed Amanda Quested as its new Managing Director. The move is intended to drive the agency's international growth. The appointment highlights an industry focus on leaders with experience in scaling teams and orchestrating global operations.
Amanda Quested brings over 25 years of experience in brand strategy and commercial leadership to Untangld, having held senior roles at M+C Saatchi Group AUNZ, Leo Burnett, and BBH London. Her portfolio includes major brands like CommBank, Samsung, McDonald's, and Unilever, with her work earning over 40 awards at Cannes Lions, D&AD, and the Effies. Untangld, founded in 2020, is an international strategy studio with offices in Melbourne, Sydney, and London. The agency has worked with clients such as Amazon Prime Video, Carlsberg, Nando's, and was recently appointed the strategic brand partner for The Australian Ballet. The integration of AI is reshaping creative workflows, with tools like Adobe Firefly, Artlist AI, and Canva Magic Studio enabling rapid ideation, asset generation, and video creation from text prompts. Agencies are using these platforms for everything from concepting and storyboarding to producing variations for A/B testing, which can lead to significant increases in productivity and engagement. A counter-trend to high-production AI is the rise of "lo-fi" authentic content, which prioritizes relatability over perfection. Brands like Zara, Chipotle, and Nike are leveraging user-generated content, behind-the-scenes footage, and unpolished smartphone videos to foster deeper connections with audiences on platforms like TikTok and Instagram. CMOs are increasingly focused on the measurable impact of creative, with 93% of marketing teams budgeting for generative AI in 2026. They are looking for agency partners who can demonstrate how AI can drive efficiency, personalize customer experiences, and deliver a clear return on investment. However, a Gartner study revealed that only 15% of CEOs believe their marketing leaders are currently AI-savvy, highlighting a critical skills gap. For creative leaders, the path to an ECD or CCO role now requires a deep understanding of how to integrate AI to amplify human creativity, not replace it. This involves fostering a culture of experimentation and developing new, agile team structures that blend creative, strategic, and technical skills. The traditional agency model is evolving, with a shift towards performance-based remuneration and the rise of specialized "micro-networks". Future-focused agencies are also developing proprietary tools and productized services, such as a "30-day AI creative program," to offer clients more predictable outcomes.
