Sam Kelly appointed CEO of Hello Group

Full-service agency Hello has appointed Sam Kelly as chief executive officer, formalising his leadership after four years as partner and managing director.

The Hello Group spans Hello Social, Hello Talent, Hello Create, Hello Media, Hello Events, Hello PR and its full-service strategy and creative business.

Founder Max Doyle said Kelly had been central to the agency’s growth. “This move marks the next exciting chapter for our business. Sam has been managing the business for the last four years … and is to be credited for much of our success,” Doyle said. “There isn’t a more ideal candidate to continue the rapid growth of our award-winning social and influencer businesses as well as our full-service offering and push us into international markets.”

Hello employs more than 65 staff and works with brands including Uber, Unilever, Kmart, CBA, Budget Direct, Paramount+, Kimberly-Clark, Network 10, BMW, Tyro, Asahi, Koala and Audible.

Kelly said he was excited to step into the CEO role alongside Doyle, advisory board chair Steve McLeod and the agency’s leadership team.

“We have the right structure, team and adaptive product market-fit to continue our strong growth,” he said.

He added that Hello’s “Creative Intelligence” methodology would remain core to its approach. “Brand strategy shouldn’t be executed through a rinse and repeat playbook or be limited by agency capabilities,” Kelly said.

“Our full-service offering allows the strategy to do the talking and us to do the walking … delivering effective and measurable impact for brands looking to win in a new media world.”