TBWA/Melbourne announce promotions to their creative department amid expansion of core offerings


Pat Sofra: “I’m excited to lead the team in crafting work that creates new levels of engagement.”

TBWA/Melbourne has announced the promotion of Matt Stoddart to executive creative director and Pat Sofra to head of art & design. The promotions come as the agency looks to expand its core offerings across the total brand experience.

Paul Reardon, chief creative officer, TBWA/Melbourne & TBWA/Adelaide stated that both Stoddart and Sofra have been instrumental in delivering some of the agency’s best work. 

“Any client or creative that works with Matt, soon sees their name in the spotlight. He has a way of producing great thinking on any pretty much any brand he touches. While Pat Sofra is one of the best designers I’ve ever met. He approaches design with a combination of philosophy and passion that’s really inspiring to be around,” he said. 

Stoddart has worked for a range of brands including NAB, Vodka Cruiser, and Nissan and his work has seen international recognition at major awards ceremonies including the Cannes Lions. 

With his new role supporting Reradon in the creative leadership of the agency, Stoddart said, “I’m pumped to continue building TBWA’s reputation as the versatile creative partner that it is – leading the team to create disruption across not only advertising but all parts of the customer experience.”

After working with the agency for 17 years, Sofra has seen global recognition for a number of projects, including being recently acknowledged for the NGV – Rigg Design Prize. 

In the new role, Sofra will ensure strategic design remains a key asset for the agency and states, “I’m excited to lead the team in crafting work that creates new levels of engagement. To make great creative, idea and execution are as important as each other. I’ve always been excited to be at the core of that process. Now more than ever.”

Top Image: Matt Stoddart & Pat Sofra

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