TBWA\Melbourne has promoted Kiefer Casamore to executive general manager and Eloise Liley to chief strategy officer, effective immediately.
Both roles have been elevated to join work alongside CEO Kimberlee Wells, MD Ricci Meldrum, CFO Emma Guthridge and CCO and Paul Reardon who have been leading the agency together for more than 12 years.
This announcement comes off the back of a year of growth for TBWA which recently added high-profile accounts including the Department of Defence and Kraft Heinz to its roster.
In his new role, Casamore will be responsible for leading the creative advertising and digital services business for Australian Defence Force Recruiting, along with operational and product growth initiatives for TBWA.
With over 15 years experience in integrated marketing and communications, Casamore previously served as general manager of Eleven Melbourne.
Since joining the TBWA Group in 2017 he has quadrupled the team's size at Eleven and earned the agency multiple accolades, including contributing to back-to-back Agency of the Year awards.
More recently, Casamore co-created and led TBWA's first sustainability practice, Sustain by
TBWA, which brings together creative talent, civil society and corporate affairs, using the UN's 17 Sustainable Development Goals.
Liley, an award-winning strategist with over 15 years experience under her belt, will take the reins in driving strategic excellence for the agency, while elevating TBWA's suite of leading cultural intelligence tools.
Working in the UK, Europe and Australia, she has built a solid reputation for crafting culture-first ideas that deliver real business impact.
Locally, this year, she helped deliver record consideration for NAB with 'Experts in More Than Money', earning an Australia Effie Award win for ROI.
Wells said she is “immensely proud” of the agency and all it has achieved.
“This expansion of our Executive Team marks a significant moment in the agency,” she said.
“Kiefer and Elly's promotions are a testament to their talent and we look forward to harnessing their fresh thinking and perspective as we continue to drive the agency forward.”
Reardon said There's no two people better placed to join TBWA's executive team.
“In a tough financial climate, we're now in a position where we can significantly expand our talent pool and our agency's capabilities, then put them to use for every single one of our clients,” he said.
Casamore said it’s a real privilege to join the eecutive team and help lead the agency through a substantial period of growth.
“I'm also deeply grateful to everyone at Eleven who have allowed me to stretch to new opportunities,” he said.
“Safe to say, TBWA's future is bright, and I'm excited to continue bringing our disruptive creative thinking and full-service capabilities to our clients.”
Liley said disruptive strategic and creative thinking is essential to unlocking brand and business growth.
“I'm incredibly proud of what we've achieved over the last four years and can't wait to get stuck in alongside our executive team and head of planning, Virginia Pracht, to create even better ideas and results for our clients,” she said.
TBWA\Mellbourne is also on the hunt for a chief innovation officer to oversee the agency’s innovation and production capabilities, including scaling NEXT and Collective Al.
The agency has been named one of the World's Most Innovative Companies by Fast Company five years in a row.
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