Earnies Strengthens Senior Team with 2 Associate Director Hires

​Earnies has appointed Mica Robertson and Paige Hartley as associate directors. Two senior hires that signal the agency’s continued momentum and ambition to scale its consumer offering as it approaches its second birthday.

Mica brings over a decade of experience shaping earned-first campaigns for some of the
world’s best-known consumer brands. Having cut her teeth in agencies across Sydney and London – including One Green Bean and John Doe – she’s led work spanning Diageo (Guinness), Pernod Ricard, Bumble, Vinted, P&G (Head & Shoulders), Unilever (TRESemmé, Magnum), Booking.com, Danone (Alpro, Aptamil), EE and Proximo Spirits (Jose Cuervo, 1800 Tequila).

Her expertise covers brand strategy, global and local events, integrated digital campaigns, talent endorsements, influencer programmes, brand trips, purpose-driven initiatives and media relations – making her a seasoned operator across the earned landscape.

Paige arrives with equally heavyweight credentials, having spearheaded award-winning campaigns for some of the UK’s biggest names. From Hellmann’s and Pot Noodle to Marmite, she’s led culturally sharp work that has scooped Cannes Lions and shaped how iconic FMCG brands show up in culture.

With agency experience spanning W Communications and Ready 10, her portfolio also includes driving UK strategy and PR rollouts for HelloFresh Group and delivering integrated, multi-channel campaigns across food, fashion and lifestyle brands. Most recently, she has overseen brand partnerships and campaign activations for TikTok and TikTok Shop in the UK – further showcasing her ability to deliver at the intersection of culture, creativity and commerce.

Both join Earnies at a pivotal moment in the agency’s trajectory, following a landmark first year marked by major new client wins and over twenty award wins spanning best new agency (UK and EMEA), as well as for its powerful 'Killed Here' work.

​Jess O’Donohoe, managing director of Earnies, commented, “Bringing Mica and Paige into the fold is a real statement of intent. They’re both best in class operators with sharp cultural instincts, proven track records and the kind of creative bravery that perfectly aligns with how we want Earnies to show up in the world.

"Their combined experience across global brands, disruptive startups and culture-first campaigns means our clients are getting the very best in strategic leadership – while our team gains two incredible mentors. I couldn’t be more excited to see the impact they’ll have.”

Mica Robertson added, “Earnies is making real waves in the industry, and it’s inspiring to join at such an exciting stage of growth. I’ve always thrived in fast-moving environments where creativity, culture and commercial impact collide – and that’s exactly the energy here. I’m looking forward to helping shape bold, earned-first campaigns that cut through.”

Paige Hartley said, “What struck me about Earnies is the hunger to do things differently – to create work that resonates far beyond traditional PR and becomes part of culture. That’s what excites me most.

"The opportunity to partner with clients across categories, push boundaries with the team, and help build an agency with real momentum feels like a perfect next step.”