WPP Media Australia & New Zealand has appointed Shivani Maharaj as Chief Creator Officer and Toby Maclachlan as Head of Creative Strategy in newly created roles spanning Mindshare, Wavemaker, EssenceMediacom, and the group’s central influencer business, per Mi3.

Maharaj, previously Chief Content and Partnerships Officer at Wavemaker, brings industry recognition, including serving as a Cannes Lions Juror in the Social & Influencer category and sitting on the AiMCO Guiding Council. In her new position, she will focus on creator-led storytelling and shaping brand relevance in real-time culture.

Maclachlan joins from Mediabrands Content Studio, where he was Head of Strategy and Product. His background includes over a decade in creative agencies, with previous positions at Initiative.

Both executives will support WPP Beauty Tech Labs, the group’s dedicated influencer marketing agency for L’Oréal across Australia and New Zealand, covering all 32 brands under the beauty group’s umbrella.

“The future of brand-building is collaborative, social-first, and creatively fearless — and I’m thrilled to help lead the way,” Maharaj wrote on LinkedIn.

“The way brands work with creators is changing, for good, and it’s really energising to explore and help shape the future of entertainment, influence, and brand with WPP Media’s teams, clients, and partners,” Maclachlan said in a statement.

Market Growth and Investment

WPP Media forecasts that more than half of content-driven advertising revenue in 2025 will come from platforms like TikTok, YouTube, and Instagram Reels. According to its “This Year Next Year” report, creator-generated revenue will reach AUD 277.35 billion globally in 2025, up 20% from 2024, and is expected to more than double to AUD 564.9 billion by 2030.

WPP acquired global influencer agency Goat in 2023 and launched an Inclusive Influencer tool in Australia aimed at removing unconscious bias in creator campaigns.

“Since launching our dedicated influencer business four years ago, we have seen its rapid expansion and the impact it can have on clients’ businesses,” said Aimee Buchanan, CEO of WPP Media Australia & New Zealand, in a statement. “The way consumers engage with brands and creators is being redefined.”