Enero folds BMF’s Melbourne office into Naked with Tom Ward to head agency

Tom Ward

Tom Ward

Enero is folding its Melbourne office of BMF into  Naked in the latest shakeup for the creative agencies.

The company said today that there would be no redundancies as a result of the changes and the new look Naked would continue to have a full service creative, with the office to be led by Naked Melbourne’s managing director Tom Ward.

“We just bringing the two teams together”, Ward told Mumbrella, “Everyone is staying. For a year now we have been positioning ourselves as a full service creative agency, around the world not just in Melbourne. We always did comms planning, media/broader brand strategy and the merged entity is absolutely a full service creative shop.”

The decision comes after Ricci Meldrum, managing partner of BMF left the agency in February.  BMF had failed to fire in the Melbourne market and claim significant new business wins, as of May it was understood to have a team of 1o in Melbourne, with clients including Schweppes.

Naked has been undergoing an overhaul in recent months under CEO Carl Ratcliff, transitioning from its strategic agency approach to a full service creative agency, as it looks to build and pick up new clients in a competitive market place, while the agencies have moved ionto the same offices in both cities.

“Since moving into the same building a few months ago, the Naked and BMF teams have enjoyed collaborating on a number of projects,” said Ward. “It was a natural next step for us to make it a permanent arrangement. This is a great team of people with very complementary skills and the change really enhances our scale and capability. Overall it is a win, win for clients and staff alike.”

In its full-year results released a fortnight ago Enero posted a loss of just over $1m, with revenues from its APAC operations significantly down on the year before.

Dominic Stinton, CEO of BMF said: “I’m a huge fan of Tom’s and having considered what is best for our staff and clients in the Melbourne market, I am very confident the united team, now with greater capability, will continue making great work on an even greater scale.”

There are now a total of around 25 staff at Naked Melbourne with the agency saying there are no client conflicts that need to be managed.

Nic Christensen 


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