Independent creative agency Hijinks has named Anita Sasdy as its first head of production.
She reports directly to Alicia Iveson, co-founder and CEO of Hijinks, and forms part of the leadership team alongside Marc Allenby and Tamryn Kerr, who are co-founders and chief creative officers.
Sasdy joins with a brief to shape the agency’s production department and output, particularly with regard to its integrated capabilities. Her arrival comes shortly after Hijinks moved into a new office, in the heart of Soho.
Since 2021, Sasdy has worked in a number of executive producer roles for agencies including VCCP and adam&eveDDB. Before that, she spent 22 years with AMV BBDO, latterly as production partner.
Among the high-profile brands she has worked on are Bvlgari, PlayStation, Pepsi, Guiness, Eurostar, Mars and, most recently, the launch campaign for Lionel Messi’s sports drink brand Mas+.
Iveson said, “We are elated that Anita has joined our merry crew. Of course Anita brings a wealth of experience having delivered campaigns of epic proportions for some of the world’s biggest and most loved brands. Most importantly, alongside all of that expertise, she brings heaps of energy and positivity to everything that she does. Marc, Tam and I are incredibly excited to work with Anita to shape a modern production department that’s fit for the ever changing needs of our growing client base.”
Sasdy said, “After having worked at some of the biggest and best agencies in the U.K. I am super excited for my next chapter at Hijinks. I couldn’t have been more motivated when I first met Tam, Alicia and Marc to talk about the opportunity to build a production department that suits the times we are in, and we look forward to launching some exciting work soon. Alongside the leadership team, I can’t wait to build the client base and bolster our integrated capabilities. I’m really looking forward to seeing what the future of Hijinks holds for us four.’
Sasdy’s work has earned significant industry recognition, including accolades from Cannes Lions, D&AD and the British Arrows. Some of her work to win awards includes Guinness’ “Cowboys” with director Henry-Alex Rubin, director Paolo Sorrentino’s “Unexpected Wonders” for Bvlgari, and the most awarded project to date “Spare the Act” for Curry’s, which starred Jeff Goldblum.
