Goodfuse has expanded its leadership team with the additions of SVP Ellene Hu, VP Abigail Obre and VP, creative director Joe Jordan. Hu has worked on consumer brands at Philips and Estee Lauder, while Jordan has worked on brands for Johnson & Johnson and Verizon. Obre joins from Cancer Treatment Centers of America.

“Goodfuse is a destination for challenger brands that want to infuse humanity into their communications,” said CEO Olga Fleming in a statement. “Ellene, Abi and Joe embody the humanity-committed point of view that inspires us to create programming that is strategic, emotional and utterly differentiated.”