Independent creative group Hello has lured Caroline Berdayes from WPP to join the business as Chief Financial & Operating Officer, marking a significant investment in its executive leadership team as the agency posts double-digit revenue and profit growth in FY26 as it scales for its next stage of expansion.
Berdayes joins Hello from WPP Production ANZ, where she served as Chief Financial & Operating Officer. Prior to that, she was Commercial Director at M&C Saatchi, building more than 20 years’ experience leading finance, operations, commercial strategy and business transformation across some of the industry’s largest creative and production businesses.
In the newly created role, Berdayes will work alongside CEO Sam Kelly to lead the agency’s commercial and operational strategy, overseeing finance, people, operations, technology and production while helping scale the business for its next stage of growth.
Her appointment comes as Hello continues to expand its integrated proposition across creative, social, influence, events, production, PR and media & measurement, with a particular focus on building the operational capability required to support Hello’s increasingly complex and technology-enabled client solutions.
Kelly said Berdayes’ experience made her a natural fit for the agency’s long-term vision.
“Caroline is one of the most commercially astute operators in our industry. She’s built and transformed high-performing creative and production businesses, understands the commercial realities of scaling organisations in our space, and brings the operational and technology expertise required to support our next chapter of growth.”
Kelly said Berdayes will play a critical role in shaping Hello’s future as AI and technology continue to reshape the marketing industry.
“I’ve always believed our imagination should never be limited by our capability. Caroline will help ensure our business is geared to make anything, and put it anywhere, by investing in the technology, systems and production capabilities that allow us to move faster, scale smarter and use AI to amplify human creativity, not replace it.”
Berdayes said she was excited to join Hello at a pivotal moment in its growth.
“Hello has built an incredible reputation by combining award-winning creativity with new media thinking and an entrepreneurial mindset. What excites me most is the opportunity to help build the operational platform that enables the agency to keep innovating, scaling and delivering exceptional outcomes for clients.”
“The pace of change across our industry is extraordinary. Businesses that invest in people, technology and smarter ways of working will create a genuine competitive advantage, and I’m looking forward to helping shape that future alongside Sam and the leadership team at one Australia’s most progressive and respected agencies.”
Kelly said Berdayes’ appointment reflects Hello’s continued investment in building Australia’s leading integrated creative company for the digital era, as AI and rapidly evolving consumer behaviours reshape the industry
“Brands are no longer experienced through a linear narrative or a single big ad. Consumers encounter brands through TikTok, creators, memes, product experiences, events, AI discovery, retail, PR and advertising, in no particular order.
“We’re helping brands build these connected mosaics: fragmented moments of attention across hundreds of touchpoints. Our job isn’t to tell one perfect story; it’s to ensure those fragments collectively create a consistent and favourable perception.
“Caroline’s appointment ensures we have the operational capability, technology and commercial leadership to continue delivering world-class brand experiences in a rapidly changing media landscape.”
Hello has also signalled further senior leadership appointments following the launch of its creative, PR and events businesses 18 months ago, as the group continues to build out its integrated proposition and invest in the leadership required to support its next phase of growth.
