Strategic Hiring in APAC: Why Boutiques Are Winning Talent Wars

Australian strategic communications firm Via has appointed Jose Verbeek as communications director and Kate Evans as senior account manager, the Sydney-based agency announced on 28 May 2026.

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Verbeek joins Via from H+K, where she served as account director in the corporate communications team. She previously held roles in the investor communications practice at WE Communications. She brings close to a decade of experience advising clients across financial services, fintech, professional services, and ASX-listed companies.

At Via, Verbeek will focus on corporate, financial, and investor communications solutions. She will also provide strategic media relations support across all of the firm's client groups.

"What drew me to Via is how it knits together communications, investor relations and marketing so commercially for its clients," Verbeek said. "These are moments where decisions carry real commercial and reputational weight for our clients, so I'm excited for the opportunity to build on that, supporting clients in a way that is more integrated, more strategic, and aligned to how businesses are operating across borders today."

Evans joins from Burson, bringing seven years of experience across financial services and corporate communications in Australia and the United Kingdom. At Burson, she advised clients on integrated communications programs spanning corporate reputation, brand building, and digital and social media strategy across earned, owned, and paid channels. Her appointment is expected to deepen Via's integrated global marketing and communications capabilities.

"Via has built a strong reputation for combining strategic thinking with high-quality execution across communications and marketing," Evans said. "I'm looking forward to helping clients deliver integrated communications programs that support long-term business growth, increase stakeholder confidence and build cross-border recognition for clients."

Boutique Targets Finance Ecosystem Across APAC and Middle East

Via was founded in 2023 by Tala Booker and Dan Fitzpatrick, both former executives at HSBC who each spent 12 years at the bank. Booker previously served as managing director and global head of communications for commercial banking at HSBC Holdings, overseeing a US$7 billion operation spanning 53 markets. Fitzpatrick brings 23 years of experience across financial services, technology, and professional services in Australia and Southeast Asia.

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The firm targets the finance ecosystem, serving banks, venture capital firms, private equity, insurers, and asset managers with cross-border communications across Asia-Pacific and the Middle East.

Booker said the appointments reflect client demand for integrated senior advisory capabilities.

"We know our clients are increasingly looking for senior, high-touch partners who understand how to weave together commercial acumen with brand and reputation," Booker said. "We partner with our clients in high-stakes situations, where pace matters but judgement prevails. I'm confident that Jose and Kate bring discernment, bold thinking and passion to how we show up and deliver for our clients."

Industry Context: Boutique Expansion on the Rise

The double appointment reflects a broader trend in the Australian communications market. The ICCO World PR Report 2024-2025 found that 31% of Asia-Pacific PR professionals are prioritizing strategic consulting as their primary growth area. At the same time, 76% of Australian employers are struggling to find skilled talent, according to ManpowerGroup's 2025 Global Talent Shortage Survey. That makes senior appointments from established network agencies a significant competitive signal.

Via's hiring pattern mirrors moves at other Australian boutiques. In April 2026, Ward Marketing Group appointed former Edelman APAC Health Chair Will Collie to launch its new corporate and strategic communications advisory unit, The Advisory Ward.

Verbeek and Evans are expected to assume their roles at Via immediately.