Ricki Green

Ricki Green is managing editor of Campaign Brief, covering the business of advertising and the creative industries through a mix of fast news, campaign reporting and curated editorial series. Her work tracks how brands, agencies and industry bodies use creativity to solve commercial and social problems, with close attention to who is driving the work and how it lands in market. Over more than a decade on the masthead, she builds continuity across day-to-day industry moves, major festivals and emerging independent companies.

Industry news and agency appointments

Green is the primary contact for Australian and New Zealand advertising and creative industry news at Campaign Brief, and much of her output is straightforward, time-sensitive reporting on agency and brand-side moves.

She regularly covers new roles and expanded remits, such as Initiative’s appointment of a Head of Impact, DARKHORSE’s growth with new appointments and a Sydney HQ, and executive hires at Omnicom Oceania and SICKDOGWOLFMAN. Her reporting also follows account wins and restructures that shape the market, including Penfolds appointing Assembled Media, Intersnack awarding its global media account to PHD, and Ogilvy New Zealand’s rebrand to Stanley St after a change of ownership.

Earlier work shows the same focus on structural industry news, from GroupM hiring a chief technology and transformation officer to Visit Victoria shifting its lead creative agency. Across these pieces she keeps the format tight: headline, core fact, key players and the commercial or strategic implication for the agency or brand involved.

Campaign and brand coverage

A large share of Green’s bylines document new campaigns and brand platforms, spanning consumer goods, financial services, healthcare, tourism and social causes. She reports on creative work that foregrounds human stories, such as Chemistry’s ‘The Long Drive’ campaign highlighting the strain on aged care and a man’s 239 kilometre daily drive to see his wife.

Her coverage of Global X’s GXIQ launch via Nibble Edge connects advertising execution to financial literacy and Australians’ control over their financial future.

She gives similar treatment to issue-led work, including Fiji airport billboards calling out fossil fuel advertising, Health NZ’s national ‘F. Meth’ campaign via VML Wellington, and McCann’s study on truth and global brands shaping how marketers think about trust.

On the brand side she regularly writes up launches and platforms for food, beverage and retail brands, such as La Casa Del Formaggio’s Stretchy String Cheese campaign, Jacob’s Creek’s global brand work and a range of consumer-facing campaigns archived across years of coverage. Her piece on H&R Block’s push for Australians to stop settling for “Good Enough” sits in this same line, framing the creative idea around a clear behavioural and business objective.

Awards, festivals and industry recognition

Green’s beat extends into awards and festivals, where she chronicles both winners and the machinery of judging and deadlines.

She has covered the Cannes Lions International Festival of Creativity, including the first winners announced across multiple categories and the progress of Australian and regional agencies on shortlists. Her bylines include diary-style pieces from jury members, such as Tim Devine’s Cannes Digital Craft Lions judging diary and LIA diaries from Tristan Reid and Gavin Chimes, giving readers a view into how top-tier awards evaluate work.

She routinely reports on award timelines and extensions, from early-bird deadlines for the AWARD Awards to reminders for the London International Awards and other global shows. Beyond festivals, she has written on recognitions such as Victoria Bitter’s classic ‘Big cold beer’ spot being added to the National Film and Sound Archive’s ‘Sounds of Australia’ collection, linking legacy work to contemporary industry pride. These pieces reinforce her role in tracking how creative excellence is formalised, rewarded and remembered across the industry.

The New Wave and curated editorial series

Alongside news and campaigns, Green runs and writes recurring editorial series that showcase creative talent and independent businesses. The New Wave is Campaign Brief’s Q&A series spotlighting the next generation of independent creative companies, which she fronts by interviewing founders about structure, speed, culture and where they find their edge with clients.

Recent instalments profile brand experience company Those That Do, performance-led creative agency Bonfire and global studio Dirt, each piece unpacking how these shops combine design, content, strategy and experiential work into differentiated business models.

She also steers Campaign Brief Creative Circle, a monthly feature where top creatives select standout Australian work outside their own agencies, keeping the focus on craft and fresh thinking. Her round-up “What You Couldn’t Stop Reading this month” distils the masthead’s most-read stories, using readership as a lens on what matters most to the market at a given moment. Beyond Campaign Brief’s own series, her remit includes recruiting global creative leaders to curate Bestads’ ‘Best of the Week’, further extending her role in connecting local work with international perspectives. Together, these features show Green as more than a news writer: she builds platforms where agencies and creatives can articulate their philosophies, and where strong work is surfaced and contextualised for the broader industry.

Green joined Campaign Brief in May 2012 and has grown into a role that combines editorial leadership with constant close contact with agencies, brands and industry organisations.

She manages the day-to-day operations of the masthead while staying directly involved in breaking news, campaign reporting and the commissioning of expert voices. Her body of work reflects a consistent through-line: she treats advertising and creative output as business decisions, tracking who made them, how they were executed and what they signal about where the industry is heading.