Lucy Houldsworth: Director at Melbourne’s Independent Agency Championing Creative Excellence
Lucy Houldsworth serves as a Director at Communicado, an independent creative agency based in Melbourne that has established itself as a notable player in Australia’s advertising landscape. Her leadership contributes to an agency known for its integrated approach across public relations, shopper marketing, digital campaigns and social content.
Professional Background and Role at Communicado
As Director at Communicado, Lucy Houldsworth works alongside Managing Director Kerrie Ryan to guide the agency’s strategic direction and creative output. The agency, located at Level 1, 554 High Street Prahran VIC 3181, has built a reputation for delivering campaigns that combine creativity with measurable results for clients across diverse sectors.
Agency Growth and Industry Recognition
Communicado has demonstrated consistent growth in recent years, marked by modern client acquisitions and industry acknowledgment. In 2023, the agency expanded its leadership team and shareholder base, with Lucy Houldsworth joining fellow directors Kerrie Ryan and valued team members Joy Howard, Fiona Mullen, and Eliza Mielczarek as shareholders. This development followed a year in which Communicado grew its revenue by 20% and added 17 new clients, supported by an expanded creative department featuring Annie Price as Executive Creative Director and Simon Fleming and Chris Buchanan as Associate Creative Directors.
The agency’s work has gained recognition in industry publications, including Campaign Brief’s “The Work 2024” publication. Communicado secured six acceptances in this prestigious annual showcase, ranking 21st in Australia and 70th among the top 163 Asia Pacific agencies. Notable campaigns recognized include BabyLove Beyond (Film/TV Craft – Cinematography and Direction), Sun Monkey Product Launch (Local Culture & Insights and PR), and Petstock Aus Fashion Week (Branded Content + Entertainment and PR), demonstrating the agency’s integrated capabilities across multiple disciplines.
Client Portfolio and Service Offerings
Communicado maintains a diverse client portfolio spanning consumer goods, retail, technology, and lifestyle brands. The agency has delivered campaigns for notable clients including Dulux (Colour of the Year), Bonne Maman (Taste the Love), Goatanomics (Brand Identity), Hard Rated (Summer Campaign), Stegbar (Windows to the World), The Range (Retail Experience), Wicked Sister (Dessert Disruption), BabyLove (Little Explorers), Biozet (Clean Living), Ezilock (Security Simplified), Asahi (Premium Beverages), Luv a Duck (Australian Favourites), Monk (Bold Brews), Petstock (Pet Care), Taxibox (Mobile Storage), Shayna (Fashion & Style), and others.
The agency structures its services around core capabilities: transforming big ideas into real-world results through brand strategy, creating headlines-worthy stories via public relations, converting shoppers into buyers with shopper marketing, turning clicks into customers through digital transformation, and stopping the scroll in seconds with social content strategies.
Industry Engagement and Thought Leadership
Lucy Houldsworth actively participates in industry conversations through professional platforms, sharing insights on creative effectiveness and agency operations. Her engagement reflects Communicado’s commitment to staying connected with broader industry developments although maintaining its independent, “can do” agency ethos that emphasizes doing what’s right rather than what’s expected to achieve client results.
As Communicado continues to evolve within Australia’s competitive creative agency landscape, Lucy Houldsworth’s role as Director remains integral to the agency’s mission of delivering integrated marketing solutions that balance creativity with commercial effectiveness for its growing client base.