The LEGO Agency lures BMF executive creative director Pia Chaudhuri to Denmark for global creative lead for play inclusion role

BMF executive creative director Pia Chaudhuri is departing Australia to take up the role of global creative lead for play inclusion at The LEGO Agency in Denmark.

Chaudhuri first joined BMF in 2020 in the role of group creative director and was then promoted to executive creative director mid-2021.

Prior to BMF, Chaudhuri was creative director at 72andSunny Sydney, joining in 2018 from One Green Bean where she held the role of executive creative director.

Chaudhuri has an extensive portfolio of award-winning work, having worked in the industry for over 18 years in specialist creative, experiential, digital, PR and social agencies.

Says Chaudhuri: “Over the past three and a bit years at BMF, I’ve enjoyed some true career highlights. From jumping in with both feet on the government’s most successful behaviour change campaign for domestic violence. Introducing agency and industry-wide initiatives to promote diversity and inclusion.  To witnessing so many in the creative team develop and grow. Being part of the BMF community has been a true privilege and I will miss it immensely. While I’m sad to leave, I’m also thrilled to be joining The LEGO Agency as global creative lead for play inclusion. I look forward to continuing my relationship with BMF and finding exciting new ways to help every child receive the same opportunities to play.”

Says Alex Derwin, chief creative officer at BMF: “Pia’s impact on our agency, and, most importantly its culture has been huge. She cares hard about the work and even harder about the people. In her three years at BMF she’s launched new brands, led vital behaviour change campaigns, starred on Gruen, and corralled the creative department, and the agency, to new heights. Pia has always been a passionate and principled advocate for diversity and inclusion and during her time at the agency she has launched new initiatives including The Acknowledgement Project, and The Only One in the Room. Her single-minded focus has been on using creativity for good, so it wasn’t too much of a surprise that she’s stepping into a global role at one of the world’s most progressive and creative brands. I’m sad that I won’t get to sit opposite Pia and get a daily reminder of her brilliant mind, and wicked sense of humour, but I’m also very happy for her, and for our continued relationship with her at LEGO.”