Clemenger BBDO officially relaunches under bold new vision: “Do Big Things.” ~ Gavin McLeod to depart, search for national CCO underway

Clemenger BBDO today officially relaunches as CHEP Network, Clemenger BBDO and Traffik come together under one iconic banner. The move cements Clemenger BBDO as one of Australia’s most comprehensive full-service agencies, delivering end-to-end capabilities across strategy, creative, design, media, experiential, data, and technology – all under the bold new vision of “Do Big Things.”

After nearly four years in the role CHEP CCO Gavin McLeod (below left) will depart the agency. Glen Dickson, a longstanding CHEP creative leader, will continue as Deputy Chief Creative Officer as a global search for a National Chief Creative Officer takes place.

Other departures also include CHEP Chief Strategy Officer Lilian Sor (below centre) who departs after nearly three years in the role and Clemenger BBDO Chief Growth Officer Anita Zanesco (below right). Simon Wassef, previously at Clemenger BBDO, will step into the role of Chief Strategy Officer, partnering with Leggett to shape the agency’s strategic direction.

The unification of the three agencies into Clemenger BBDO, first announced last month, offers a seamless, tailored model to meet the evolving needs of today’s most ambitious brands, giving clients access to unmatched integrated marketing capabilities at scale. It builds upon Clemenger BBDO’s 75-year legacy and legendary platform creativity while embracing the progressive capabilities of CHEP and experiential excellence of Traffik.

Lee Leggett leads the new Clemenger BBDO, bringing with her deep leadership experience as former CEO of CHEP, a successful track record leading digital, media and advertising agencies across Australia and the United Kingdom. She’s known for building strong relationships with clients and teams, driving growth with integrity, and delivering creative and commercial impact at scale.

“Over the past few weeks, I’ve spent time across all three businesses and with our clients, and what stands out is the strength of the people,” said Leggett. “We have brilliant talent in every corner of the company, and now we have the platform to bring it all together. We’re not just expanding our capabilities – we’re expanding our potential. With brand, creative, media, data, technology and experience all working as one, we have the tools and talent to deliver truly modern creativity for the most ambitious brands in the country.”

The move follows the global repositioning of BBDO under Global CEO Nancy Reyes and BBDO Global Chief Creative Officer Chris Beresford-Hill, which evolved the network’s positioning from The Work. The Work. The Work to Do Big Things.

Do Big Things represents a renewed focus on creativity that challenges expectations, sets new industry standards, and reaffirms the core purpose of advertising: to drive meaningful and big impact. Clemenger BBDO embraces this positioning, introducing a new logo, attached, and website today as part of the roll out.

Leggett added: “What excites me most is the spirit I’m seeing already. There’s energy. There’s belief. And there’s a genuine desire to build something together that’s not just bigger, but better. Today is day one and I can’t wait for what’s next.”

Last week Clemenger BBDO was appointed as the new creative agency for Kmart showing the strength of the new proposition.

McLeod initially joined CHEP as CCO after two years at Ogilvy Sydney where he was Executive Creative Director. Prior to joining Ogilvy Sydney in June 2019, McLeod was ECD at AKQA San Francisco. Prior to joining AKQA at the end of 2016, McLeod was responsible for opening the Sydney office of R/GA. ​He has also held creative leadership positions at TBWA Australia where he was ECD from March 2011 and M&C Saatchi Sydney where he rose to ECD digital and direct.

Prior to CHEP, Sor was CSO of Clemenger BBDO Sydney joining from Grey London in 2018. Prior to that Sor spent over four years at AMV BBDO London as Strategy Director & Head of Strategy Innovation.

Zanesco first joined Clemenger from TrinityP3 pitch consultancy over a year and half ago. Prior to Trinity P3, Zanesco led new business at Havas in Australia for two years and has over 25 years of agency and marketing experience, starting with five years at Publicis London, followed by stints at Leo Australia and Hourigan International.

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