AMANDA QUESTED APPOINTED MANAGING DIRECTOR AT UNTANGLD, DRIVING GLOBAL MOMENTUM

International strategy studio Untangld has appointed Amanda Quested as Managing Director, strengthening its senior-led approach to strategy and real-world impact. With over 25 years’ experience across the UK and Australia, Quested brings award-winning expertise in brand, communications and growth, joining at a pivotal moment in Untangld’s global expansion. 

In a move that underscores its growing influence in the global strategy landscape, Untangld has announced the appointment of Amanda Quested as Managing Director. Based in Sydney, Quested joins the international strategy studio’s senior leadership team, bringing with her more than 25 years of experience across brand strategy, communications, growth and commercial leadership. Her arrival marks a significant step in Untangld’s mission to deliver senior-led, evidence-driven strategy designed for real-world application rather than theoretical frameworks.  

Quested’s career spans both the UK and Australia, where she has consistently operated at the intersection of creativity, culture and business. Her reputation has been built on helping organisations navigate complexity and deliver meaningful change, a skillset that aligns closely with Untangld’s ethos of cutting through noise to unlock clarity and growth. Most recently, she served as Head of Group Marketing & Communications at M+C Saatchi Group AUNZ, while also holding the role of Managing Partner leading the CommBank and CommSec accounts. Her tenure at M+C Saatchi was marked by a blend of strategic oversight and hands-on leadership, qualities that Untangld values highly in its senior-led model.  

Her earlier career includes senior roles at Leo Burnett and BBH London, where she worked on some of the world’s most recognisable brands. Over the years, she has led campaigns for CommBank, Samsung, McDonald’s, Audi, WWF’s Earth Hour and Unilever, among others. The work she has spearheaded has earned more than 40 awards at Cannes Lions, D&AD and the Effies, cementing her reputation as a leader who not only shapes strategy but ensures it resonates in execution.  

Speaking about her new role, Quested emphasised the importance of clarity in today’s fast-moving market. “In a market moving this fast, clarity really matters. That’s what pulled me toward Untangld. Senior judgment rather than layers of process, experienced people on the tools, and strategy that truly unlocks growth. I’m excited to get stuck in,” she said. Her words reflect both her pragmatic approach and her enthusiasm for Untangld’s distinctive model, which prioritises senior expertise and actionable outcomes over lengthy processes and theoretical decks.  

Untangld itself has built a reputation for working with ambitious leaders to cut through complexity and deliver breakthrough work across research, business and brand strategy, customer experience and experience design. Its bias towards action ensures that strategies are not only conceived but tested, built and applied in the real world. This approach has resonated with clients seeking tangible impact, and Quested’s appointment is expected to further strengthen this positioning.  

Jamal Cassim, Co-Founder of Untangld, welcomed Quested’s arrival with high praise. “Amanda brings rare depth. She’s a strategic thinker with strong commercial instincts, but more importantly, she knows how to make strategy land and scale inside complex organisations. She’s deeply human in how she leads, and she joins us at a moment when Untangld continues to gain momentum globally. We couldn’t be more excited to have her on the team,” he said. His comments highlight both her professional acumen and her leadership style, which blends strategic rigour with empathy and human connection.  

Quested’s remit at Untangld will extend across both Australian and international clients, reflecting the studio’s expanding global footprint. She will play a central role in driving growth, deepening senior partnerships and shaping the next chapter of Untangld’s journey. Her appointment comes at a time when the studio is gaining recognition for its innovative approach, most recently being named as the strategic brand partner for the Australian Ballet. This partnership exemplifies Untangld’s ability to work across diverse sectors, applying its methodology to both cultural institutions and commercial enterprises.  

The significance of Quested’s appointment lies not only in her personal achievements but also in what it signals about Untangld’s trajectory. In an industry often criticised for overcomplication and process-heavy models, Untangld has positioned itself as a challenger brand, advocating for simplicity, clarity and senior-led judgement. By bringing in a leader with Quested’s track record, the studio reinforces its commitment to this philosophy while adding further depth to its leadership bench.  

Her career achievements provide a strong foundation for the challenges ahead. At Leo Burnett and BBH London, she honed her skills on global accounts, learning to balance creative ambition with commercial realities. At M+C Saatchi, she demonstrated her ability to lead complex accounts while overseeing group-wide communications, a dual responsibility that required both strategic vision and operational discipline. These experiences have prepared her to thrive in Untangld’s environment, where strategy must not only be conceived but also embedded within organisations to drive measurable outcomes.  

The broader industry context also makes her appointment timely. As businesses grapple with rapid technological change, shifting consumer expectations and economic uncertainty, the demand for clear, actionable strategy has never been greater. Untangld’s model of senior-led, evidence-driven work is designed to meet this demand, and Quested’s expertise in navigating complexity positions her as an asset to both the studio and its clients.  

Her leadership style, described by Cassim as “deeply human,” is likely to resonate in a market where authenticity and empathy are increasingly valued. In an era where organisations are judged not only by their financial performance but also by their cultural relevance and social impact, leaders who can balance commercial instincts with human-centred thinking are in high demand. Quested’s track record suggests she is well equipped to meet this challenge, bringing both strategic clarity and emotional intelligence to her role.  

For Untangld, the appointment represents more than just a new addition to the leadership team. It is a statement of intent, signalling the studio’s ambition to continue its global expansion and deepen its impact across industries. By investing in senior talent with proven credentials, Untangld reinforces its belief that strategy should be led by experienced practitioners who understand both the art and science of growth.  

As Quested settles into her new role, the industry will be watching closely to see how her influence shapes Untangld’s next chapter. With her blend of strategic expertise, commercial acumen and human-centred leadership, she is poised to make a significant contribution to the studio’s ongoing momentum. For Untangld’s clients, her appointment promises greater clarity, stronger partnerships and strategies that are not only conceived but lived in the real world.  

In a sector often defined by complexity, Quested’s arrival at Untangld offers a reminder that clarity, senior judgement and actionable strategy remain the most powerful tools for driving growth. Her appointment marks a new chapter for the studio, one that blends experience with ambition, and positions Untangld to continue shaping the future of strategy on both a local and global stage.