Sling & Stone Names First Australia MD as APAC Agencies Formalize Leadership

Sling & Stone has appointed Nichole Provatas as its first-ever Managing Director for Australia, effective immediately, marking a new leadership structure for the Sydney-based communications agency following the departure of its founder.

Provatas Brings Eight Years of APAC Experience to New Role

Provatas joins from WE Communications, where she spent eight years in progressively senior roles. Her most recent position was international head of integrated marketing across APAC, overseeing operations in Australia, Singapore, India, and China.

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Her mandate at Sling & Stone covers Australian operations and expansion into five service areas: AI visibility, strategic insights, social media, creative services, and content development.

"Communications is being rewritten in real time, and the front door to brands has changed," Provatas said in a statement. "The winners won't be the loudest brands; they'll be the most credible, useful and creatively distinctive."

Global CEO James Hutchinson, who assumed the role on January 1, 2025 following founder Vuki Vujasinovic's departure, said Provatas brings "an incredible track record, an instinct for creativity and strategy, and a global perspective on the future of communications."

Australia MD Appointment Is Part of a Broader ANZ Restructure

The Provatas hire is one part of a coordinated leadership refresh across the agency. Simultaneously, Sling & Stone's New Zealand operations saw Sian Church step down after seven years as head, with Dearra Naidoo promoted to director.

Sling & Stone, founded in 2010, employs more than 80 staff across APAC. The agency joined the VCCP global network in 2021, giving it access to a 1,500-plus expert network that includes Method Communications in the US and Harvard in the UK. Its current client roster includes Leonardo.ai, Google Cloud, Adobe, Telstra, and PayPal.

The agency's new structure separates global CEO responsibilities from country-level execution, with Hutchinson focused on network growth and Provatas driving in-market performance in Australia.

Six MD-Level Appointments Across Australian Agencies in 2025

Sling & Stone's move is part of a wider pattern across the Australian communications sector. Multiple agencies formalized senior leadership roles in 2025 that previously did not exist or were held informally.

Thrive elevated Clare Basire to Managing Director of its Sydney office and appointed Snezna Kerekovic as Acting Managing Director in Melbourne. Special Australia permanently appointed Sasha Firth as MD. Verian Group named Melanie Wiese as Managing Director for Australia in November 2025.

Ogilvy PR took a different structural approach, appointing Richard Brett as President of Ogilvy PR Asia Pacific effective August 1, 2025, while he retained his existing role as CEO of Ogilvy PR ANZ. That dual-mandate model consolidates regional and country leadership in one executive, contrasting with Sling & Stone's separated structure.

Agency's Singapore Operations Position It for Regional Client Work

Provatas's prior APAC experience is relevant to Sling & Stone's current expansion. The agency has active Singapore operations, including campaigns for Xero since 2024, and is pursuing broader Southeast Asia growth.

Her work at WE Communications included launching AI search services and developing a Future of Communications program, giving Sling & Stone direct access to AI-era expertise at the leadership level.

The Australia MD appointment takes effect immediately, with no timeline announced for further regional hires.