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Full-service communications agency iD Collective has appointed Joel Victoria to the newly established role of
Brand Evolution Director.With over 25 years of experience, Joel’s expertise as a senior marketing professional has involved working with leading local and global brands across a number of sectors including; aviation, not-for-profit, health insurance, luxury fashion, luxury travel, coach touring, private jet holidays and more recently sustainable cruising.

Previous travel industry roles include Head of Marketing – Asia Pacific, Australia, New Zealand, China and Japan
at Hurtigruten, the world’s leading expedition cruise company, General Manager – Marketing & Sales at Captain’s Choice, Global Marketing Director, AAT Kings and Head of Marketing at Abercrombie & Kent.

Joel’s extensive experience will be utilised to evolve and amplify iD’s current client base, developing strategic,
innovative campaigns and marketing solutions. In this new role, he will also lead the in-house digital and events
teams, imparting his marketing knowledge and unique creative approach.

Sarah Young, the iD Collective Group General Manager said, “We are extremely excited to welcome Joel to the
iD team. His familiarity with client perspective and knowledge of the challenges brands often face, allows him to
bring an insightful and refreshing approach. With Joel’s strong track record of delivering effective and
imaginative solutions to business challenges, we have no doubt our clients will connect instantly with his vibrant
energy.”

On his appointment, Joel said, “I’ve had an amazing time in the travel industry having had the privilege ofhelping  some iconic brands achieve their goals, one brand at a time. The opportunity to work with multiple brands to address their unique challenges was a big drawcard for this move to agency. I’m equally excited by the opportunity to work with the talented team at iD Collective and look forward to working on brand evolution strategies that leverage sound marketing disciplines, fuelled by creativity and a good dose of imagination. I will always have an affinity for the travel industry.”

With a Trans-Tasman footprint in Sydney, Melbourne, Perth and Auckland, iD continues to expand, offering a
support to brands of all sizes, across digital, social media & content creation, PR, events & activations, influencer
marketing, creative ideation and brand marketing services