AUSTRALIAN PR, social, content, and experiential agency Havas Red has appointed Emily Fadeyev as group practice head for automotive, overseeing Toyota and Lexus.

Ms Fadeyev’s appointment follows the retirement of Patrick Lyons who worked in automotive communications in Australia for decades, including eight years with Havas Red.

Emily Fadeyev

With nearly 20 years of experience spanning strategic communications, corporate affairs, brand activations and sponsorships, Ms Fadeyev is widely respected for building strong media relationships and delivering measurable outcomes.

Havas Red Asia-Pacific commercial managing director Steve Fontanot said: “Her leadership will drive communications for our long-standing partnership with Toyota and Lexus.

“Emily is a highly respected voice in the industry with a track record in strategic communications. We’re thrilled to welcome her to Havas Red, which includes 30 of the most talented automotive specialists in the industry.

“I’d also like to take the opportunity to thank Patrick for his passion, professionalism and dedication to excellence, which have set the benchmark for automotive communications for an impressive four decades.

“His partnership and friendship have been invaluable, and we wish him a happy retirement in sunny Queensland with his wonderful wife, Fran.”

Patrick Lyons

Mr Lyons began his career as a journalist with the Sun News-Pictorial and AAP in Melbourne, Sydney and Canberra. He entered the auto industry as speech-writer to the president of Ford in 1988 before moving to editing GoAutoNews’ predecessor publication, then returned to the Sun as motoring editor News Pictorial for six years. 

In 1996 he was appointed general manager of PR at Astre Automotive, the distributor of the then new Hyundai brand along with Chrysler, Jeep and (from 1997) Audi. In 1996 he moved to Saab as national marketing manager, then spent six years with automotive clients at an event-management company before joining PR company The Project Group in 2006 as account director with responsibility for the Toyota and Lexus accounts.

After 19 years with the group working on Toyota and Lexus accounts – including the past eight at Havas Red heading its automotive practice – Mr Lyons has decided to retire.

Standout campaigns during Ms Fadeyev’s career to date include Renault’s return to Formula 1 and the award-winning Nissan Patrol Warrior launch, among many other achievements that have earned her respect across media and industry circles.

Ms Fadeyev said: “I’m thrilled to join Havas Red at such a pivotal time. The opportunity to lead communications for two iconic brands, and build on the legacy of someone like Patrick, is both humbling and energising.”