BCM Group has restructured its agency model, merging its separate media strategy and creative director roles into a new, joint creative strategy lead function and launching a dedicated Craft Team, ensuring clients get an even more integrated approach from one unified team process.
The moves reflect a growth-oriented shift at the 35-plus-person agency, with the new Craft Team designed to better deliver how owned and earned media momentum is fully leveraged by paid media investment and creative strategy, maximising the potential of every channel and reducing the waste of over-engineering hero assets at the expense of scalable content.
To support the new approach, existing 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. The pair will partner with BCM’s account management team and clients to inform creative strategy from the outset.
Supporting the model is a new 10-person Craft Team, led by former BCM Senior Art Director Miguel Gadea, who has been appointed to the newly created Head of Craft role. The team brings creative technology, visual effects, motion graphics and production capability in-house and includes the appointment of new recruit Natalia Spreys as Head of Motion Design from DDB (now McCann NZ).
Phil McDonald, CEO of BCM Group, said: “This year marks a new chapter for the BCM Group, where strategy and creative are structurally fused to increase our speed from brief to approved idea, and where that idea has media application and production technique at its heart.
“Our new team structure is designed to bring the right people together. 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.”
Lukas Temple, Managing Director of BCM Group, said: “Clients want quicker solutions to their challenges. In response, we’ve created new roles designed to better fit today’s landscape and our integrated structure. 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.
“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.”
Integral to this new approach has been the recent launch of Searchworks, the group’s new data-driven brand visibility proposition, specialising in an integrated SEO, GEO and AEO framework designed to drive brand growth and revenue for clients.
The new approach is already in market, with BCM applying the integrated model to campaigns for existing clients, including global work for the Leo Messi fragrance brand, Brighter Super, Griffith University and other government clients, including Health and Wellbeing Queensland and Queensland Police.
