Abigail Dawson departs Special to join BMF, Orchard and Enero in group comms director role; Lu Borges departs for MullenLowe in US

Leading creative technology company Enero Group has appointed Abigail Dawson as its group communications director. Dawson replaces Lu Borges, who has been at BMF for the past eight years, who has relocated to the US, where she will take on the role as head of brand and communications for MullenLowe.

In her new role, Dawson (above) will be reporting in to Steve McArdle and Wai Kwok, CEOs of BMF and Orchard respectively. She will be responsible for leading both the internal and external communications and brand marketing for multi award-winning creative agency BMF, digital creative agency Orchard as well as the Enero Group globally.

Prior to joining, Dawson was the brand director at independent agency Special Australia, where she led Special’s business development and PR strategy and management.

Dawson brings with her an extensive background in journalism following a three-and-a-half-year stint at trade publication Mumbrella, where she held multiple senior reporting and content roles. During her tenure at Mumbrella, Dawson also curated and led quality conference programs for a range of different industry events including AUNZ’s largest PR and communications conference, CommsCon.

Says Steve McArdle, chief executive officer at BMF: “We are over the moon to have Abby join the BMF family. She has fantastic experience building a great agency brand, deep knowledge of the industry and the natural talent and charisma to help take BMF, Orchard and the Enero Group to the next level.”

Says Dawson: “I am absolutely thrilled to be joining the Enero family and working closely with the kind and talented people at BMF, Orchard and Enero.

“For 25 years BMF has been an iconic name in advertising, pushing the boundaries of creativity and delivering some of the most effective work in the world and I can’t wait to contribute to that legacy.”

At Enero Group, Dawson replaces Lu Borges (above), who has been at the helm of BMF’s and the Enero Group’s communications for the past eight years and is relocating to the US, where she will take on the role as head of brand and communications for MullenLowe.

Says McArdle: “In her eight years at BMF, Lu made an exceptional difference not just to our brand but to our culture and our creativity. We wish her nothing but the best as she takes her formidable talents to the USA.”

Reporting to Lee Newman, CEO MullenLowe US, Borges will oversee the team responsible for all agency touchpoints, including agency communications, owned channel content, thought leadership, and internal communications. Borges will also lead the MullenLowe US awards and industry event strategies.

Says Newman: “Lu is an energetic, whip-smart, former attorney. She’s a gifted sax player who played with Kenny G and a brilliant linguist who translated for Hillary Clinton. A true renaissance woman. If she can do all that I can’t wait to see where she takes the MullenLowe brand. We are excited to centralize communications with one holistic approach managed by a single leader — and we’re even more excited that that leader is Lu.”

Her experience includes 16 years leading creative agency communications, with in-depth knowledge of developing and managing agency reputations, advertising award festivals, public relations, and new business activities. She recently served as group communications director at creative agency BMF, creative technology agency Orchard, and the Enero Group in Australia.

Borges arrives at MullenLowe following a surge of business growth and at a time when the agency has established itself as one of the most effective creative agencies globally. The Effies named it the most effective agency network over the past eight years, and MullenLowe Boston was the second-most effective agency in 2020 and 2021. It is now on a creative hot streak with the LA office turning heads with the Corona campaign featuring Snoop Dogg and Bad Bunny, and the New York office getting tongues wagging with a buzzy Super Bowl teaser.

Says Borges: “MullenLowe US’ trajectory and innovative approach to top-tier creative work is apparent from across the globe. I have been welcomed into an agency with not only incredible talent and potential but most importantly, with lovely human beings. I am incredibly excited to join the leadership team and to contribute to elevating MullenLowe’s creative product and culture across the US.”

Borges has a proven track record of building not only agency brands, but fuelling culture and creativity. Before her eight years working for Australia’s most effective and creative agency BMF, she was pivotal in building awareness and recognition for renowned Spanish agency, Shackleton (part of Accenture Interactive). She holds a master’s degree in community management, a certificate in business communication, a master’s degree in political action and international law, and a bachelor’s degree in law.

Before spending eight years in Australia, Borges called many places home, including Brazil, Mexico, Venezuela, Switzerland, the U.S., and Spain. She now lives in Los Angeles with her family.