Mediabrands’ creative agency Airborne has appointed former national creative solutions and ideas director at Southern Cross Austereo, Andrew Sidwell, in the new role of creative strategy and ideas director.

Sidwell led many of SCA’s major digital and integrated initiatives in recent years. He was responsible for setting up the Austereo Innovation Group and had headed up the Kia and Federal Government business for the broadcaster.

The new role will see Sidwell working with Airbourne managing director Scott Player on creative strategy and ideas, as well as with other Mediabrands’ strategy leaders in developing and executing ideas across the full range of media channels covered by Mediabrands’ businesses.

Sidwell said in a statement: “The opportunity to take this new role at Airborne is one I cannot resist.

“All the businesses within Mediabrands collaborate very closely across their various sectors and I hope to develop a role that accelerates creative thinking and strategy for not only Airborne clients, but also in collaboration across other Mediabrands businesses.”

In a statement, Player described Sidwell as a “digitally savvy unique talent”.

“His talents impact client outcomes in a most demonstrable way and he will be a big asset for Airborne and Mediabrands.”