Supermassive Appoints Strategy Director Amid Independent Agency Growth
Australian independent agency Supermassive hires TBWA Sydney's Josh Taylor-Dadds as first executive strategy director. Move signals boutique agencies building specialized leadership to compete with...
Australian independent agency Supermassive has appointed Josh Taylor-Dadds as its first executive strategy director, filling a newly created role following a period of strong growth for the boutique creative firm.
Taylor-Dadds joins from TBWA\Sydney, where he served as head of strategy. He previously held the position of group strategy director at Special New Zealand, working with major clients including Entain Group ANZ, Optus, and Tourism New Zealand.
Track Record in Effectiveness-Driven Strategy
The appointment brings proven effectiveness credentials to Supermassive's six-person permanent team. During Taylor-Dadds' tenure at Special New Zealand, the agency earned Effectiveness Agency of the Year recognition at both New Zealand and APAC Effie Awards, along with Campaign Global Creative Agency of the Year honors.
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In his new role, Taylor-Dadds will strengthen Supermassive's strategic capabilities across diverse client work, ranging from global brand platform development to branded entertainment projects.
Laura Aldington, Supermassive co-founder, described the hiring criteria as demanding. "A seasoned strategic leader with a pedigree in brand planning, a history of highly effective, non-traditional work that made us insanely jealous, and an endless curiosity for new ways brands can thrive in the attention era," she said.
Independent Agency Growth Momentum
The appointment follows significant expansion for Supermassive, which won seven new clients in 2024-2025, including X15 (CommBank), Naked Wines, Darrell Lea, LEGO, Hamilton Island, and triple j. The agency also secured Cover-More Travel Insurance through a competitive pitch, launching a major brand campaign in December 2025.
Despite its lean structure, Supermassive ranked as Australia's number two independent agency in the One Show 2025 rankings and achieved top 20 global independent agency status, competing against larger network agencies.
The agency has demonstrated impact beyond traditional advertising metrics. Its 36 Months campaign achieved legislative change by raising social media age restrictions to 16 in Australia, earning recognition at the B&T Awards. The work also won Spikes Asia PR Grand Prix 2025 and AdFest Grande for Humanity, while earning a Cannes Titanium shortlist position.
Regional Talent Competition
The move reflects broader talent dynamics across Asia Pacific, where independent and boutique agencies are building specialized leadership capabilities to compete with network agencies. Recent regional appointments include Sarah Bailey's promotion to Executive Creative Director for APAC at INVNT in Singapore and Pooja Rawat's appointment as APAC Chief Strategy Officer at Edelman.
Taylor-Dadds highlighted Supermassive's distinctive approach in his statement about joining the agency. "The context brands are living in is changing at breakneck pace, but surprisingly few are really doing much about it," he said. He noted the agency has "ripped up the rule book, bringing earned thinking, creative ambition and brand strategy together to build a new model of agency fit for the future."
Flexible Operating Model
Supermassive operates with six permanent staff members, supplemented by a flexible network of freelance talent. This structure allows the boutique agency to deliver high-impact creative and public relations work while maintaining operational agility.
The agency's recent work for Cover-More Travel Insurance demonstrates this approach, featuring the platform "It's like having mum on holiday, without having mum on holiday" and incorporating NRL partnerships alongside social and influencer marketing components.
Aldington confirmed Taylor-Dadds met their criteria and noted the team is already experiencing the impact of his expertise as the agency continues building its strategic capabilities in the competitive Australian market.
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