March, 2025.- With a renewed vision and fresh leadership, The Hallway is stepping into an exciting new phase. Executive Creative Director Daniel Saunders and Head of Media & Connections Phoebe Keogh bring a dynamic blend of creativity and strategic insight, aiming to elevate the agency’s impact on both the creative and media fronts. In this exclusive interview, Saunders and Keogh share their perspectives on innovation, storytelling, and the evolving role of marketing in business growth.
Daniel Saunders: Creativity, Resilience, and Pushing Boundaries
Returning to The Hallway
For Daniel Saunders, the decision to return to The Hallway was about unfinished business. “The opportunity to work alongside Jules (CEO) and shape the next chapter of an already established agency in my own way was very appealing,” he shares. In his first stint at the agency, Saunders began forging strong client relationships and pushing creative boundaries, but he felt there was more to achieve. “The opportunity to build on what we started and take it to the next level was an opportunity I couldn’t turn down.”
Lessons from McDonald’s and Amazon
Having worked on major global brands like McDonald’s and Amazon, Saunders understands the power of great teams and aligned ambition. “Both agencies were full of great people and talent, and surrounding yourself with great people is something I see the best leaders doing consistently,” he explains. At McDonald’s, the fast-paced environment taught him that creative opportunities often lie in the seemingly smaller briefs. “Creating great work always needs agency and client aligned ambition so that you can find the gold where you least expect it.”
Pushing Creative Boundaries
Winning a Cannes Lion for The Cardboard Cake was a defining moment for Saunders, but it wasn’t without its challenges. “It was a real labor of love for the agency,” he recalls. The project required extensive research and resilience—factors he believes are essential for pushing creative boundaries. “If you really want to do something, you can do it. You just have to keep failing, picking yourself up, and going again.”
A Creative Philosophy Rooted in Process
For Saunders, great work isn’t just about the final product—it’s about the journey. “You have to allow ideas to bend, twist, and flow into unexpected forms,” he says. He emphasizes the importance of managing energy rather than time, fostering an environment where creativity thrives. “As noted in the press, there is a rebirth going on at The Hallway. It’s exciting, and there will be a lot more to come from us in the coming months.”
Phoebe Keogh: Media Strategy in the Intelligence Era
Shaping The Hallway’s Connections Department
With a background in leading strategy for brands like Menulog and ING, Phoebe Keogh brings a data-driven approach to The Hallway’s Connections Department. “I’ve been lucky enough to work upstream with CMOs and marketing leads to determine both the audiences and investment needed to grow their brands,” she explains. Her guiding principles? “Marketing is a profit center, and respect for the end user delivers results.”
A Unique Approach to Communication Strategy
Jules Hall has described Keogh as one of Australia’s best communication strategists, and for good reason. “I’ve been fortunate to work with the best in our industry,” she says. Rather than relying on conventional wisdom, Keogh blends proven science with fresh thinking. “I’m inspired by what’s been proven but not a fan of simply doing what’s been done before.”
Marketing as a Profit Center
For Keogh, storytelling and financial impact go hand in hand. “Our intention is to take advantage of the intelligence era, leading with the financial case for investing in and making the work we all love,” she explains. Her vision extends to three key stakeholders: clients, who can demonstrate their role in business growth; the agency, which focuses on effective creative work; and audiences, who engage with experiences they truly want to be part of.
The Future of Media and Connections
Keogh’s vision for media strategy begins with the right investment approach. “When this is unlocked, we can create quality media plans and experiences,” she says. By prioritizing attention and engagement, brands can increase their chances of being noticed, remembered, and ultimately chosen by consumers. “We are planting ourselves firmly in the intelligence era, using measurement models to build the business case for quality media plans.”
A New Era for The Hallway
With Daniel Saunders driving creative innovation and Phoebe Keogh leading a strategic, intelligence-driven media approach, The Hallway is poised for a transformative period. Their leadership promises a blend of bold ideas, deep strategy, and a commitment to creating work that not only wins awards but also delivers tangible business results. As they step into this new chapter, one thing is clear: The Hallway is ready to redefine the future of advertising.
