March, 2025.- Fuller is entering an exciting new chapter with the addition of Niccola Phillips as Creative Director and Maeve Hughes and Nadia Rossi as Account Directors. Each brings a wealth of experience from global brands and leading agencies, and together, they are set to drive Fuller’s strategic and creative vision forward. In this exclusive interview, they share insights on leadership, innovation, and the future of the agency.
Niccola Phillips: Leading with Creativity and Purpose
For Niccola Phillips, creative leadership is about striking the perfect balance between innovation and staying true to a brand’s core values. “When a client has strong core values, the pathway to innovation is clear,” she explains. “Their values light the way, shape discussion, and provide confidence in decision-making.”
At Fuller, she is particularly excited about the multidisciplinary talent within the creative team and the diverse, courageous nature of their clients. Her vision for the agency’s creative output is focused on distilling communications to their essence—ensuring clarity, impact, and authenticity.
With a portfolio that includes high-profile brands like Commonwealth Bank and Woolworths, Phillips understands that creative excellence begins with trust. “Clear communication, honesty, empathy, and the ability to listen lead to the strongest outcomes,” she says.
As she steps into her role at Fuller, her leadership aligns seamlessly with the agency’s mission of creating strategically strong and beautifully realized communications. Her philosophy? “I push hard for elegantly simple outcomes. Nuance can’t be underestimated, and sweating the small details amplifies the outcome.”
Yet, leading a creative team comes with challenges, especially when balancing vision and ambition with time and budget constraints. For Phillips, overcoming these limitations is part of the creative process itself. “Determining the strongest solution without cutting corners or breaking the bank is a challenge, but conversely, can be a pleasure in itself. It’s satisfying when a solution seamlessly aligns aspiration with economic and cultural reality.”
Nadia Rossi: Strategic Account Management with a Creative Edge
Bringing her experience from Host Havas and CHEP, Nadia Rossi emphasizes trust and honesty as the foundation of her approach to account management. “Our role as AMs is to know our clients’ businesses inside and out, understand their nuances, and any potential pressures they face,” she explains.
Having worked with IKEA and Samsung, Rossi has a deep understanding of the power of stakeholder management. “You quickly learn how to build honest and empathetic relationships with clients. This perspective is something I’ll take with me to Fuller.”
Managing large-scale campaigns often means walking a fine line between client satisfaction and creative ambition. Rossi ensures success by digging deep into briefs, aligning with client goals, and making sure ideas are driven by strategic outcomes rather than just creative accolades.
For Rossi, strategic account management and creative excellence go hand in hand. “I come to work every day wanting to make great creative work, but at the end of the day, our clients also need to meet their goals. Strategic creativity makes for lasting impact.”
As Fuller moves into its next phase of growth, Rossi is focused on truly understanding client ambitions. “The biggest challenge—or opportunity!—in account management is balancing time and budget constraints with creative ambition. It’s an exciting time to be joining Fuller, and I look forward to bringing my experience with global clients and agency networks to the table.”
Maeve Hughes: A Global Perspective on Brand Growth
With a background working with L’Oréal Paris at McCann, Maeve Hughes brings a global perspective and a deep understanding of consumer trends to Fuller. “I am excited to leverage my knowledge of global trends and consumer insights to help brands reach and connect with broader audiences,” she shares. “Whether it’s expanding into new markets or refining messaging to be more culturally relevant, I believe my background will allow me to contribute strategically to Fuller’s growth.”
Her experience with experiential activations and brand sponsorships has shaped her approach to deepening customer engagement and building brand presence in innovative ways.
Having worked in both the U.S. and Australia, Hughes has observed key differences in marketing strategies between the two regions.
- U.S. marketing: “Very direct and results-oriented, with a focus on immediate action and bold, attention-grabbing campaigns. Brands embrace a fast-paced approach, prioritizing personalization and data-driven decisions.”
- Australian marketing: “More laid-back and relationship-driven. Authenticity, environmental and social responsibility play a major role. Australians respond well to community-focused storytelling and brands that align with social values.”
Hughes adapts her strategies accordingly, ensuring each campaign resonates with its target audience in a meaningful way.
Her collaborative approach to working with creative teams is centered on alignment and open ideation. “I believe in brainstorming sessions where the creative team can think outside the box. I love bringing in new ideas while making sure they align with the client’s vision.”
When it comes to client relationships, Hughes prioritizes trust, communication, and consistency. “I take the time to listen carefully, ensuring that each client knows their priorities are heard. I aim to be proactive rather than reactive, anticipating needs before they arise.”
For her, true success in account management comes from going beyond expectations. “I believe in regular check-ins—not just when a campaign is live, but throughout the relationship. Clients feel valued when they can reach out at any time, and I work hard to foster that kind of approachable, responsive environment at Fuller.”
A Bright Future for Fuller
With Niccola Phillips leading the creative charge, and Nadia Rossi and Maeve Hughes driving strategic client relationships, Fuller is poised for an exciting evolution.
Their combined expertise in creative leadership, strategic account management, and global brand experience ensures that Fuller will continue to deliver exceptional, insight-driven work that balances creative ambition with real-world impact.
As they step into their new roles, one thing is clear—Fuller’s future is in good hands.
