(top) Dave Mooney and Sam Boyd. (bottom) Miguel Gadea and Natalia Spreys.
Brisbane independent agency BCM Group has restructured, merging its media strategy and creative director roles into a joint creative strategy lead function and launching a 10-person Craft Team.
Head of strategy Dave Mooney and creative director Sam Boyd have both been appointed creative strategy leads, working together to set strategic and creative direction from the outset of each brief.
The Craft Team is led by Miguel Gadea, promoted from senior art director to the newly created head of craft role.
The team brings creative technology, visual effects, motion graphics and production capability in-house. Natalia Spreys joins as head of motion design from DDB (now McCann NZ).
Phil McDonald, CEO of BCM Group, said strategy and creative were now structurally fused to increase speed from brief to approved idea.
"We've assembled an expert team of creators, technologists, visual effects and motion graphics specialists, and producers, bringing more capability in-house, so we can design our production capability around channel strategies that truly benefit from a creative approach," he said.
Lukas Temple, managing director of BCM Group, said clients wanted quicker solutions.
"Our two new creative strategy leads will supercharge our thinking and collaborate more effectively with clients from the start of the creative process, while also driving our Craft Team to deliver new production solutions and creative ideas with expert, channel-level nuance,” he said.
"We're also migrating onto a central operating system, so whether you're writing a social script or doing technical optimisation, it all lives in the one platform. Clients get a single, visible engine room where media, creative, search, content and production are planned and managed as one.”
The restructure is supported by the recent launch of Searchworks, BCM's data-driven brand visibility proposition built around an integrated SEO, GEO and AEO framework.
The integrated model is already applied to campaigns for clients including Brighter Super, Griffith University, Health and Wellbeing Queensland and Queensland Police.
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