Clemenger BBDO Transforms into CHEP Network: A Bold New Era Begins

Clemenger BBDO has officially rebranded as CHEP Network, uniting Clemenger BBDO and Traffik under a singular, powerful vision: "Do Big Things." This strategic move positions the agency as one of Australia's most comprehensive full-service marketing firms, offering end-to-end capabilities across strategy, creative, design, media, experiential, data, and technology.

After nearly four years as Chief Creative Officer, Gavin McLeod will depart from the agency. Glen Dickson, a veteran creative leader at CHEP, will continue as Deputy Chief Creative Officer while a search for a new National CCO is underway. Other notable departures include Chief Strategy Officer Lilian Sor and Chief Growth Officer Anita Zanesco. Simon Wassef will take on the role of Chief Strategy Officer, collaborating with Dickson to guide the agency's strategic vision.

The unification of these agencies was first announced last month and aims to provide a seamless marketing model tailored to the evolving needs of ambitious brands. This merger builds on Clemenger BBDO's 75-year legacy while integrating the innovative capabilities of CHEP and Traffik's experiential expertise.

Under the leadership of Lee Leggett, the new Clemenger BBDO will leverage her extensive experience from her previous role as CEO of CHEP, enhancing client relationships and driving substantial growth. Leggett expressed her excitement about the agency's potential, stating, "We’re not just expanding our capabilities – we’re expanding our potential."

The rebranding aligns with BBDO's global repositioning, shifting focus from "The Work. The Work. The Work" to "Do Big Things." This new mantra emphasizes a commitment to creativity that not only meets but challenges expectations, aiming for significant impact in the advertising industry. A new logo and website were unveiled as part of this rebranding initiative.

In a recent development, Clemenger BBDO has also been appointed as the new creative agency for Kmart, underscoring the strength of its new vision.

With a talented team and an invigorated mission, Clemenger BBDO is ready to embark on this exciting new chapter, promising to deliver modern creativity for the most ambitious brands in Australia.