Spinach announces new leadership as founders step aside

After 25 years, the founders of independent Melbourne-based agency Spinach, Craig Flanders and Frank Morabito have stepped aside, appointing a new leadership team to run the business.

Making up the leadership team is Nicole Miranda (centre), who has been promoted to managing director, Ben Willee (right) who steps into the role of executive director of media and data and executive creative director Dom Megna (left).

Spinach was founded in 1999 by Craig Flanders and Frank Morabito, who left FCB Melbourne to start the agency. The duo built a client roster that included Heinz, Scholl, Durex, Converse, Melbourne Airport, and Renault.

Miranda first arrived at Spinach four years ago as client services director, joining with extensive retail experience including a five-year stint as Head of Marketing for Coles Liquorland. Prior to moving client-side, Miranda held a number of agency roles with businesses including JWT where she was Director of Retail, BWM General Manager and Kmart business lead and Business Director at Badjar Ogilvy where she oversaw brands including Officeworks.

Willee has been at Spinach for over 13 years, joining in 2012 after a two year stint at IKON where he was managing partner.

Completing the leadership is ECD Dom Megna, who joined the agency over two years ago after 15 years at CHEP where he led a team of over 20 creatives across brands including Village Roadshow, Bakers Delight, Foxtel, GE and Fox Footy, eventually leading the Mazda account through a highly successful era.

While Flanders and Morabito are handing over day-to-day operations, they will remain involved with the agency. The new leadership team has already been in place for several months, focusing on agility, collaboration, and keeping Spinach ahead of industry shifts.

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