We Are Different Appoints Ex-Fleishman Hillard MD Jenna Orme to Ops Leadership

Why It Matters

The hire signals the agency’s move toward scalable operations while preserving its challenger DNA, enhancing client value and market competitiveness.

Key Takeaways

• Jenna Orme joins as Head of Difference.
• Role oversees people and commercial performance.
• Orme left Fleishman after three years, ran Plus One.
• Siobhan Veddovi-McCaughan promoted to group performance director.
• Agency scales while keeping challenger DNA ethos.

Pulse Analysis

The Australian communications landscape got a notable boost this week as We Are Different announced the hiring of Jenna Orme, the former managing director of Fleishman Hillard Australia, to a newly minted ‘Head of Difference’ role. Orme, who departed Fleishman in January 2025 after a three‑year tenure, spent the past twelve months running her own consultancy, Plus One, before returning to agency life. Reporting directly to founder Stuart Terry, she will be responsible for both people management and commercial performance, a dual remit that reflects the firm’s earned‑first creative philosophy.

Creating a dedicated operational leader signals We Are Different’s shift from start‑up agility to a more structured, scalable model. By pairing Orme’s senior agency experience with her recent entrepreneurial stint, the firm aims to tighten profit margins while preserving the creative risk‑taking that defines its brand. The simultaneous promotion of senior account director Siobhan Veddovi‑McCaughan to group performance director underscores a broader internal push to align talent development with revenue goals. This dual‑track approach mirrors a wider industry trend where boutique agencies adopt corporate‑grade governance without sacrificing cultural DNA.

Clients stand to benefit from the tighter integration of people strategy and commercial oversight, gaining faster decision‑making and clearer ROI metrics. For the agency, the move positions it to compete for larger, data‑driven campaigns that demand both creative flair and disciplined budgeting. As more Australian firms chase the ‘earned‑first’ model, Orme’s appointment could become a benchmark for how creative houses embed operational rigor while retaining their challenger spirit.