Melbourne creative and digital agency, HBT, today announced it has rebranded as HBK.

In late 2018, the agency’s digital director Luke Kelly (featured image, far left) joined co-founders David Hayes (featured image, far right) and Michael Berry (featured image, second from right) on HBT’s leadership team, and the new name reflects the agency’s new partner and focus.

Co-founder David Hayes said: “Luke Kelly joined us five years ago, and in that time, as we’d hoped, he’s led our transformation into a genuinely integrated creative and digital agency.

“The opportunity was vast.

“We saw so many frustrated clients; so many creative agencies just paying lip service to digital, and at the same time, digital agencies who didn’t really understand marketing, or how to run a business.

“We’ve grown substantially since Luke joined, and it’s all been organic — growth from existing clients, or marketers who’ve seen what we’ve been doing.”

In more news, long-term staffer Sheridan Devereux (featured image, second from left) has been promoted to general manager.

Co-founder Michael Berry said: “Sheridan has been running the business very successfully for some time now. She’s a great leader and a great thinker. She’s an important part of the future of our business.”

Additionally, long term art director Stuart Penny has been promoted to creative director.

Berry said: “Stu has that rare combination in a creative person — he’s a terrific original thinker, but also a very effective leader.

“Culture is very important in our business, and Stu’s a huge part of that.”

Established 22 years ago with foundation client Cabot’s Woodcare, HBK combines strategic and creative thinking with a digital expertise that runs right through its client base including Dulux Group, STIHL, Ansell and The District Docklands, among many others.

Following the agency’s acquisition of Hardwire in 2018, HBK has expanded its financial services portfolio, working closely with IFM, ESS Super and HESTA.