HERO Appoints Paul Binikos as Head of Client Services

Independent agency HERO has appointed former VML client lead Paul Binikos as head of client services for its Sydney office. His appointment follows the promotion of Shane Geffen to national ECD, and HERO continuing to blend its Sydney and Melbourne offices. 

Paul has over 20 years of industry experience in leadership roles at TBWA, DDB, and Mirium, where he has worked with clients such as McDonald’s, Unilever, BMW, Kellogg’s, and South Africa’s biggest telco provider, MTN.

“Paul came to us recommended for his deep brand experience and strong strategic acumen. But having now started working with him, it’s clear that he also has great creative instincts which of course is key to great creative work,” Ben Lilley, CEO at HERO, told LBB. 

“This sounds like a very obvious statement. But we see creativity as part of everyone’s job, not just the creative department. And a creative ‘suit’ is worth their weight in gold when it comes to developing heroic campaign platforms. There are a couple of campaigns already under way now which show Paul definitely has the Midas touch.”

Paul said he was inspired by the HERO philosophy of turning brands into heroes by integrating all channels and disciplines through data and creativity.

“I’m most excited about the impact I can make to the team, which reflects in the service and the work,” Paul said. 

“The culture, people, clients and Bensational himself have made me feel more than welcome and are very open to brave ideas and brave approaches to how we get to them. And I am ready to take the lead on this.

“Learning about HERO’s purpose to turn brands into heroes and its national operating model of Boundless Creativity struck a strong note for me. I’m passionate about innovative, integrated communications through the power of brand. And I absolutely know that through strong client relationships, brands can absolutely become heroes.”

Ben said HERO has a “very flat and non-hierarchical structure”; there are “no layers of management to get in the way, we’re all doers and practitioners.” Paul has fit in to that culture already.

“It already feels like he’s been with us forever. And that’s a good thing! Culture and fit are so important to making an agency and its work hum. Especially at a creative independent where you don’t have many of the standard protocols and conventions that come with working with a more traditional agency. 

“From day one, Paul just rolled up his sleeves and waded gently into the creative chaos, no questions asked, which I love.”