Bastion Collective has announced it has lured former DDB Group Melbourne creative lead Jim Ritchie (pictured above) to become its first creative director.
Ritchie will join Bastion Collective’s Melbourne-based marketing, communications and advisory group after a five-year term as creative director across the DDB Group of companies.
An established creative with 16 years’ experience, Ritchie has also worked in London and Melbourne at a number of agencies including Saatchi & Saatchi, Ogilvy & Mather and J. Walter Thompson, with clients that included Lexus, Carlsberg, AMEX, Nestle, Dove, Ford, QUIT, Telstra, Momentum Energy, Apia and Vegemite.
Michelle Cox, global chief operating officer at Bastion Collective, said the company was delighted to add Ritchie’s creative leadership to its mix of collaborative marketing agencies.
“This is a big move for us, as we had rebelled against the idea of a creative director with our own creative solution of The Playground, Bastion’s think tank for brainstorming,” she said.
“But as Bastion Collective grows, we recognise that creativity is a craft that is enhanced by an expert steering the process.
“Jim Ritchie is an exceptional talent in his field and will heighten our ability to connect brands with consumers through innovative campaigns.”
Ritchie said he was enticed to the role by Bastion’s unique approach and desire to embrace creativity.
“Our industry is drastically different to the one I started out in, with agencies now being asked to deliver great work across more channels with less money in shorter time frames,” he said.
“This requires a different approach to what agencies have done in the past.
“Without giving too much away, the approach of Bastion Collective is a breath of fresh air, and I’m looking forward to helping them achieve their ambitious creative and business goals.”