BBDO's Bold Move: Major Merger and New Leadership Shake-Up Revealed!

Major Merger Announcement

BBDO Worldwide has announced a significant merger between Clemenger BBDO, CHEP Network, and Traffik, uniting them under the Clemenger banner by the end of March. This strategic move aims to create a leading full-service agency in marketing communications.

Leadership Changes

As part of this restructure, Dani Bassil, the current CEO of Clemenger BBDO Australia, will depart after over two years in the role. Lee Leggett, previously CEO of CHEP Network, will step in as the new CEO of Clemenger. Bassil was initially brought on to unify Clemenger’s Melbourne and Sydney operations following the departure of Jim Gall.

Context of the Merger

This merger occurs just six months after the formation of the global Omnicom Advertising Group (OAG), which aligns the creative networks of BBDO, DDB, and TBWA.

Client Portfolio

The new agency will serve notable clients, including Samsung, Asahi, Mars, Michael Hill, The University of Sydney, and 7-Eleven.

Vision for the Future

Les Timar, CEO of Clemenger Group, stated, "Our focus is to create ideas that embrace and define the future – in service of our clients, people, and creativity." He emphasized the agency's commitment to combining bold thinking with precision execution to achieve ambitious growth for clients.

Lee Leggett expressed her excitement about leading the new Clemenger agency, stating, "We have created a bold offering with a clear purpose – deliver big and measurable ideas that define tomorrow." She emphasized the agency's readiness to navigate a rapidly changing landscape where creative thinking is essential.

Lee Leggett's Background

Leggett brings over 20 years of experience in the industry, having started her career in London at leading creative and digital agencies. She relocated to Australia in 2013 to join IPG-owned media agency Initiative as CEO, before taking on the role at CHEP Network.

Her extensive experience includes leadership roles at Wunderman Thompson and consulting for top agencies like Havas and Publicis. Leggett is also an active member of the Women in Advertising and Communication London (WACL) and has served as a Senior Advisor to the United Nations Development Programme.

Clemenger will collaborate closely with other agencies and consultancies within the Clemenger Group and will be a key player in the Omnicom Advertising Group and BBDO Worldwide, recognized for their creativity and innovative approaches in the industry.

L-R: Les Timar, Nancy Reyes, Lee Leggett, Chris Beresford-Hill