Audio experience agency, Ampel, has boosted its leadership capabilities, appointing Michelle Lomas to the newly created role of General Manager, reporting directly to Ampel Founder and Executive Producer, Josh Butt.

Charged with spearheading growth in audio and content partnerships, Lomas will direct brands in audio content strategies, original podcast sponsorships and branded content across audio, TV and social content.

Ampel Founder and EP, Josh Butt said the past two years has brought enormous challenges for the media industry, however he believed it was the right time to focus on the audio sector and offer clients a full-service audio offering.

Butt said: “It is the right time for Ampel to grow and provide a specialist audio service that will greatly benefit clients. We went through a rigorous process to find the right lead, and Michelle stood out as a great leader and multi-disciplinary thinker. Her appointment supports our growth aspirations, and the company is delighted she has accepted the challenge and joined the team.”

He continued: “Michelle’s world-class strategy, media and partnerships experience is unrivalled in the industry. There’s no better fit to lead Ampel as we grow into a full-service audio experience agency, delivering audio-led solutions to clients that we believe are unique in the media market.”

Lomas brings nearly two decades of local and international experience to the agency. She previously held senior content leadership positions including VP, Head of Content at Hearst Media Owned iCrossing in New York, as well as several Head of Brand Partnerships roles at Mediacom and Mediabrands-owned Ensemble in Sydney. Lomas joins Ampel after spending the last 18 months offering strategic marketing and content consultancy advice for start-ups.

Commenting on her appointment, Lomas said: “Ampel is definitely the agency to work for in the audio space, they just get it and I’m absolutely thrilled to be joining Josh and the team. Ampel‘s ability to deliver profoundly personal content experiences, combined with the endless options for great storytelling, makes this a vibrant and exciting space for content creators. Together our team has the right experience to help brands navigate this new and exciting space. I can’t wait to get started.”

Supporting the tremendous growth in podcasting and Audio on demand Ampel has created projects and added a slew of new clients to its roster this year, including: Waltzing Jimeoin TV show (10) and Podcast, Beyond The Frame Podcast; Criminal Domain, The Swab with Georgie Carroll, The SnortCast with Diana Nguyen. Ampel’s previous clients include Myer, Norton LifeLock, Sydney Opera House, G’day Parks, Sydney Water, Uniting, Steadfast and Global Healthy Living Foundation.