Execs depart as Clemenger BBDO launches
Gavin McLeod
Clemenger BBDO has officially launched as a combined agency group — folding in Chep and Traffik — and announced the departure of two senior Chep executives including chief creative officer Gavin McLeod.
Clemenger BBDO’s new CEO Lee Leggett said in an email that McLeod and chief strategy officer Lillian Sor would be departing the new agency.
Gavin McLeod
“I can’t thank Gav and Lil enough for their contribution to CHEP over the last few years. They have pushed CHEP forward and been great friends along the way. We will miss them, and I look forward to seeing what they do next,” Leggett wrote in the email.
McLeod’s departure is a surprise given that Clemenger BBDO’s former chief creative officer Adrián Flores left the agency only two weeks ago, after only a year. This leaves the new, enlarged agency looking for a new creative lead.
Today also marks the first day of the merged agency.
“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,” said Leggett in a press release.
I was surprised to read of Gavin McLeod’s departure from Clemenger BBDO. I don’t profess to know the reasons for his departure; however, as a competitor, I have nothing but admiration for Gavin’s professionalism and contribution to CHEP. If ever there was someone who is ideally suited to these crazy, disruptive times I would’ve thought Gavin was that person. I look forward to seeing what he does next.
Well…. there are 3 MD’s across CHEP Sydney & Melbourne and Clems Melbourne. That won’t last.
Not sure if double up Managing Partners will survive…. probably.
And then a fair bit of senior creative crossover: ECD’s and CD’s
And what’s the plan for Client conflicts. Are BMW and Mazda happy?
As a Director of Clemenger Australia in the 1980’s who perceived the agency commission/service fee model was at its usedby date, I erred in believing Clemenger would be one of the first to feel the pain of its demise.
I underestimated the standing and respect Clemenger Melbourne in particular, enjoyed with its clients – Peter Clemenger, Rob Morgan and David Blackley led a highly creative, stable team for many years.
The agency succession continued to deliver through decades, while the industry and its standing with clients, was deservedly collapsing.
While fewer agencies like Clemenger, remained the trusted custodians of their client’s brands, clients own values were disintegrating, and being replaced by those of the woke Corporate Establishment – they moved from holding a valued place in framing the client’s culture, to being largely irrelevant.
With little understanding of how to create and nurture a strong brand, many clients empowered online consultancies to manage their brands – a move that destroyed many hitherto, strong brands.
As the ad industry fragmented to promote the perception of delivering the very much wider range of ‘expert’ services, Clemenger responded by creating entities delivering those speciality services.
As cost cutting has become the most powerful driver in the Corporate Establishment chasing economies of scale, it’s no surprise, Clemenger BBDO is now consolidating its entities.
In the circumstances, it would seem to be the smart move, but as the Corporate Establishment has gone from empowering online consultants to DEI HR/PR personnel to frame the organisational/brand persona, there’s little hope of Clemenger BBDO being able to save their current and potential clients from themselves, and restore that once great agency to its pre-eminent standing.
So far they have walked Dani Bassil, Adrián Flores, Anita Zanesco, Gavin McLeod and Lillian Sor… who is next?