Milla McPhee leaves Droga5 for audiences gig at ABC

Milla McPhee, chief strategy officer of Droga5 and managing director at Accenture Song, is set to join the ABC as director, audiences, ABC managing director Hugh Marks has announced.

McPhee, the former head of brand and creative strategy for Amazon in Europe, lead brand and strategy development across Amazon’s global portfolio of brands.

She is a recognised leader in brand positioning, audience insight and creative strategy, having helped develop strategies for some of Australia’s most complex and trusted brands including NRMA, Telstra, Optus, Tourism Australia, Australia Post and Qantas.

"It is an extraordinarily rare opportunity to help reflect how a nation sees itself," McPhee said. "The ABC is one of our most vital public institutions and enduring cultural icons. Its role as our most trusted source of understanding and shared meaning has never been more essential. 

"I’m honoured to join the leadership team at such a critical moment for media, creativity, and Australia’s cultural identity."

Hugh Marks said McPhee clearly has an incredibly strategic and creative mind that will be invaluable as the ABC seeks to strengthen its relationship between the ABC, its programs and services, and all Australians.

“She will bring a unique perspective and audience focused approach to the leadership team, contributing to the ABC's delivery of memorable and distinctive content experiences."

Milla starts with the ABC on 8 September 2025.