Fractional Creative Director & Brand Advisor
Senior creative judgement
when decisions matter most
Hadleigh Averill
Clarity and direction
at critical moments
I work with founders, CEOs, and boards as a fractional creative director and brand advisor, stepping in when brand and creative decisions carry real commercial weight.
Whether launching something new, repositioning an existing brand, or navigating a period of change, I provide senior creative judgement, clarity, and restraint - helping organisations make fewer, better decisions without the cost or complexity of a full-time hire or traditional agency model.
About
I've spent more than two decades working directly with founders, CEOs and leadership teams on brands where the margin for error was zero.
That includes working with the world’s biggest brands across Europe and American and locally helping Smirnoff become the number one spirit brand in New Zealand, turning The Poolhouse from decline to growth through a recession, and delivering sell-out retail launches across New Zealand, Australia and Europe.
The work has been recognised with Effies, Cannes Lions, Clios, Mumbrella, and Axis awards - experience I now bring into fractional creative direction and brand advisory roles.
How I can help
Senior creative leadership, from direction through to delivery.
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For major decisions where money is about to be committed.
Independent senior judgement before significant brand or campaign spend locks in.
This is short-term, high-impact and decision-focused. I step in at critical moments - a rebrand, a major campaign, a product launch, a positioning shift, and provide a clear, commercially grounded assessment before you commit budget and reputation.
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For organisations that need senior creative leadership without hiring full-time.
Short- to medium-term creative leadership roles for organisations that need senior direction, stability, or lift. This can include overseeing execution, mentoring senior creatives, and acting as the creative lead during periods of change or transition. -
For organisations with multiple teams or agencies that need alignment and consistency.
Independent creative oversight for internal teams, agencies, or hybrid models. You already have people producing the work. What’s missing is a senior lens ensuring strategic alignment, creative consistency, clear decision-making and cohesive brand expression. -
Independent creative and brand perspective for leadership teams and boards navigating growth, risk, or transition. Focused on judgement, long-term brand value, and decision confidence rather than execution.
When to call me…
…and you want senior judgement before work goes into market.
When the organisation has outgrown founder-led or ad-hoc creative
When you’re navigating change
…such as a launch, repositioning, leadership transition, or period of complexity where clarity and restraint matter.
When creative decisions carry real or reputational risk
…and needs clearer direction, standards, and leadership - without a permanent hire.