BCM Group has restructured its agency model, merging its separate media strategy and creative director roles into a new joint Creative Strategy Lead function.
The Brisbane-based integrated independent agency has also launched a dedicated 10-person Craft Team, designed to bring more creative technology, visual effects, motion graphics and production capability in-house.
The changes are designed to give clients a more integrated approach through one unified team process.
A unified creative strategy model
Existing Head of Strategy Dave Mooney and Creative Director Sam Boyd have both been appointed Creative Strategy Leads.
Mooney and Boyd will work together to set strategic and creative direction, partnering with BCM’s account management team and clients to inform creative strategy from the outset.
The shift is part of a growth-oriented restructure at the 35-plus-person agency, with the new model designed to better connect paid, owned and earned media with creative strategy and production.
BCM said the approach aims to maximise every channel and reduce the waste of over-engineering hero assets at the expense of scalable content.
New Craft Team launches
The new Craft Team will be 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 capabilities to the agency.
BCM has also appointed Natalia Spreys as Head of Motion Design, joining from DDB, now McCann New Zealand.
Phil McDonald on the restructure
Phil McDonald, CEO of BCM Group, said the changes mark a new chapter for the agency.
“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 on client demand
Lukas Temple, Managing Director of BCM Group, said the restructure responds to clients’ demand for faster answers to business 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.”
Temple said BCM is also migrating onto a central operating system to bring planning and management into one place.
“Clients get a single, visible engine room where media, creative, search, content and production are planned and managed as one.”
Searchworks supports new model
The restructure follows the recent launch of Searchworks, BCM’s data-driven brand visibility proposition.
Searchworks specialises in an integrated SEO, GEO and AEO framework designed to drive brand growth and revenue for clients.
BCM said the new model is already in the market, with the agency applying it to campaigns for clients including the Leo Messi fragrance brand, Brighter Super, Griffith University, Health and Wellbeing Queensland and Queensland Police.
Top Image: (Top row) Dave Mooney and Sam Boyd – (Bottom row) Miguel Gadea and Natalia Spreys