In the the Melbourne Confidential series, we’re taking a look at some of the most creative faces in Melbourne with some help from our friend Kathleen Gunther, who partners with independent agencies across Australia and New Zealand to scale their brand presence and drive sustainable growth. In this week’s episode we hear from Ricci Meldrum, managing director of TBWA.
1. How long have you been in Melbourne and if you weren’t born here, did you choose it or did it choose you?
Melbourne has always been home for me. But Northern NSW is my spiritual, and perhaps formative, home. One of six kids, we spent six weeks every summer travelling between our family’s dairy farm near Lismore and Byron Bay. I love the cultural tapestry of Melbourne and everything it has to offer both personally and professionally. But give me Byron’s crystalline, warm, dolphin-filled waters; it’s relaxed ‘be who you want to be’ vibe; and the nature-filled walk up to the lighthouse, any day.
2. What’s the most Melbourne thing about the way your team works?
We’re fortunate to work in an incredible heritage building in the hustle and bustle of South Melbourne. We feed off what’s around us. The energy from the market. The diversity of the café culture. The curiosity of the nearby arts district. The clarity of nearby running tracks and gardens. And of course, the fun and spontaneity from the pub on every corner.
3. Who in the local industry has shaped the way you think about leadership or doing business? Tell us about them.
I’ve had the good fortune of working with some amazing leaders, but the time that probably shaped my style the most was under the leadership of Peter Biggs (CEO) and James McGrath (CCO) at Clemenger. Biggsy was the Yin to James’ Yang. A mix of generosity and gregariousness with an unforgiving passion for creativity and drive to always make the work better.
4. What’s a moment that you had to back your gut over ‘the safe choice’?
Signing up to do a Hyrox doubles competition. I’ve always been a gym-goer, but never really pushed outside of my limits. Through a strange coincidence of events, I ended up qualifying for the 2025 World Championships in Chicago, and – together with my weapon-of-a-doubles-partner – coming 10 in the world in our age group.
On a work front, I almost always back my gut, especially when it comes to the creative work. And with a strong record of creative-award winning work over many years, I’d say my creative gut hits the target a little more predictably than my 100 Wall Balls at the end of a Hyrox competition!
5. If you were a Melbourne landmark, what would you be?
The Yarra River. Initially it might seem a little unassuming but follow it along its many twists and turns and you’ll discover many different joys and undoubtedly a few unexpected oddities.
