Earned Creative Lead

Company Description

Herd MSL represents one of Australia's largest and most awarded group of agencies. Part of Publicis Groupe ANZ and global PR network MSL, Herd MSL has more than 21 years in the market and has achieved multiple agency and campaign wins and Cannes Awards for creativity - including PRIA's 2022 Agency Team of the Year.

We work with an impressive portfolio of clients ranging from established multinational technology companies and leading consumer and corporate brands to innovative industry leaders and state and federal government departments.

At Herd MSL, we encourage our people to work in a way that provides balance, and we pride ourselves in fostering a behavior-led approach to flexibility. We are fun and fast-paced and thrive in a learning-based culture.

Overview

We're looking for a culture-obsessed Creative Lead to elevate earned and social-first ideas across our business. This is a hands-on role for someone deeply tuned into what's happening now-across music, food, fashion, sport, internet culture, creators, subcultures, and generations-and who knows how to turn that cultural energy into ideas that earn attention, spark conversation, and drive results.

You'll be actively involved in thinking, writing, shaping, and making ideas better-especially at key moments like big briefs, pitches, reputational challenges, and cultural opportunities. You'll help make our work smarter, braver, more culturally relevant, and harder to ignore.

What you'll be known for

• Creating ideas that earn attention and perform across earned media, social, creator ecosystems, and integrated campaigns
• Bringing genuine cultural fluency-understanding why things matter, who they matter to, and how culture travels across platforms, communities, and generations
• Raising the creative standard by asking better questions, pushing thinking further, and sharpening ideas
• Presenting and selling ideas confidently, grounded in culture, insight, and relevance
• Bringing energy, curiosity, and momentum to teams and brainstorms

Responsibilities

What you'll actually do

• Concept and develop earned-led, social-first, creator-driven ideas
• Be hands-on, writing, shaping, workshopping and refining ideas
• Help crack big moments-launches, stunts, reputational challenges, cultural hooks
• Partner closely with strategy, social, influencer, and account teams
• Bring cultural insight into everyday work-from music and street culture to food, fandoms, internet behaviours, and generational shifts
• Share signals, references, and inspiration that make the work richer and more current
• Collaborate with creative partners across Herd MSL, Influential, and the broader Publicis Groupe
• Contribute meaningfully to pitches and proactive ideas
• Play a visible role in shaping our creative reputation

Qualifications

Who this role is perfect for:

• 10+ years working creatively across earned, social, PR, content, or integrated agencies
• Deeply interested in culture and identity
• Has side-hustles, passion projects, or creative outlets that keep thinking fresh
• Curious across different people, communities, and generations
• Moves easily between big-picture thinking and sharp execution
• Great at earned-led, social-first ideas that feel platform-native and culturally fluent
• Turns insight and cultural signals into creative concepts
• Writes and shapes ideas clearly and persuasively
• Collaborates with strategists, social teams, influencer specialists, and clients

Additional Information

Publicis Groupe benefits: Be a part of the Publicis Groupe family, recent winner of the Employer of Choice Awards and one of the world's most progressive and dynamic modern communications businesses. You can learn more about us at www.publicisgroupeanz.com.

Enjoy all the perks that come with our network offering:

• A comprehensive Wholeself program supporting physical, mindful, and financial wellbeing.
• A creative, lively, and rewarding office environment where people love working with each other, supported by our Publicis Liberte flexibility approach - "working your way with us."
• Access to our Global AI Platform Marcel, connecting Publicis Groupe employees with opportunities for career mobility and collaboration across our global network.
• Extensive Learning & Development opportunities including more than 15,000 learning programs via our online learning platform, Marcel Classes.
• A culture of open feedback and support to reach your goals through our Career Conversations program.
• A committed Diversity, Equality, and Inclusion strategy driven through our Viva Women, Egalite, enABLE, EmbRACE, and Ecologique committees.
• Leave benefits including Birthday Leave, Flexible Public Holidays, and an additional 5 days of leave after 2 years of service.
• Work Your World program enabling employees the flexibility to work from anywhere in the world for up to 6 weeks per year.
• Parental leave policy with up to 18 weeks based on tenure, paid primary carer leave, secondary carer swap, and Cub Care leave.
• Access to counsellors, psychologists, and professionals through Sonder, an all-in-one digital wellbeing technology platform designed to support psychological, medical & safety needs.
• A workplace that stands together to provide a more open, supportive, and recovery-forward culture for all employees with life-threatening illnesses. Read more about our Working With Cancer Pledge: https://workingwithcancerpledge.com/
• Proud partners of Diversity Council Australia, Pride in Diversity, Family Friendly Workplaces, Supply Nation, and the Australian Disability Network.

If you don't tick every box in this ad, please don't rule yourself out. Research suggests that women and other people in underrepresented groups tend to only apply if they meet every requirement. We focus on hiring people who share our values of inclusion, collaboration, adaptability, fearlessness, and integrity rather than ticking boxes - so if this role resonates with you, please apply.

Diversity. Inclusion. Equity. More than just words; these are part of our DNA. At Publicis Groupe, we are committed to the inclusion and recognition of all people regardless of race, age, culture, ability, ethnicity, gender identity or expression, sexual orientation, marital status, and religious affiliation. We believe that to deliver the best solutions to our clients, our people need to reflect the diverse communities in which our clients operate. We value diversity and the skills, knowledge, and experience that difference brings to our culture and solutions.

Uniqueness is powerful; without it, we wouldn't be where we are today. So be you - we like it that way.

We are committed to providing reasonable adjustments for people with disability or those that require additional support throughout the application process. If you need any assistance or adjustments, please contact us via [email protected]; your personal information will be kept confidential.