Independent L.A. Agency Mistress Names New Executive Director of Integrated Brand Management

Victoria 'Tor' Edwards formerly served as group branding director

Edwards has been with the agency since 2014.
Courtesy of Mistress

Los Angeles full-service independent agency Mistress promoted Victoria “Tor” Edwards to executive director of integrated brand management.

In the role, Edwards will be tasked with overseeing departments including brand and project management, social and resources, across clients such as Qdoba, American Apparel, Amazon, Brown-Forman, ASICS, AT&T, Pearson, Campbell Fresh, IMAX, AT&T, Los Angeles Tourism, Univision, Netflix and World Surf League.

Edwards previously served as group brand director. She originally joined the agency as a brand director in 2014, following five years with Clemenger BBDO in Sydney as an account executive, account manager and senior account manager. At Clemenger BBDO, she worked with brands including GE, Mars and PespiCo and won international awards for creative, digital and effectiveness from Cannes, One Show, Clios and others.

“Tor is a key player on our team and represents what we believe advertising needs today; ambition, talent, a keen understanding of modern media culture and an ability to see the idea though the noise. Advertising is in her genes. Her father was one of Australia’s leading advertising executives,” Mistress executive strategy director and partner Christian Jacobsen said in a statement. “She brings to Mistress a brilliant pedigree, a global sensibility, deep understanding of consumer behavior and an intimate familiarity with the needs of our clients. In her new position, she’s in charge of keeping everyone on track and delivering cohesive plans for our clients. We are more than fortunate to have her.”

“In today’s modern media environment, with all of the choices available across every demographic and sub group brands need to have strong ideas and a clear POV to effectively connect with their audiences in a meaningful way, understanding how they live and breathe, work, play, communicate and use technology,” Edwards added. “Mistress has been leading that charge for over a decade. I’m excited to be here and to continue our mission of turning heads and building powerful engagement between brands, their followers and future adopters.”

In July, brand strategy and media-focused shop Supermoon began the process of merging with Mistress, already moving into Mistress’ Santa Monica office. Back in April, Mistress’s production arm, Bastard, worked on the “#EveryoneIsWelcome” campaign with Discover Los Angeles.