BMF promotes Pia Chaudhuri to executive creative director

After serving 18 months as BMF’s group creative director, Pia Chaudhuri has been promoted to the role of executive creative director.

Chaudhuri has an extensive portfolio of award-winning work, having worked in the industry for more than 17 years in specialist creative, experiential, digital, PR and social agencies.

Pia Chaudhuri has been promoted to BMF’s executive creative director

During her time at BMF as group creative director, she has been behind some of the agency’s best work, as well as been responsible for securing a number of recent new business wins.

Earlier this year, her creative leadership secured the pitch to retain the Department of Social Services for the government’s long-term behaviour change campaign to tackle domestic violence.

Chaudhuri creatively led phase three of  ‘Stop It At The Start‘, and the COVID-19 response campaign that reminded Australians in lockdown: ‘Help Is Here’.

In addition, she’s led the work for BMF’s long-term client BPAY. Launching its new brand platform ‘In Your Corner’, which positioned the bill-paying platform as a donation tool to help drought-stricken farmers pay their bills (GRIT), Aussies financially struggling during COVID-19 (Leasa Mann) and the most recent iteration, ‘Debit Day’, which helped people avoid bill shock.

Chaudhuri also led the pitch-winning Department of Health campaign ‘How’s Your Head’, which successfully encouraged Australians to talk about an uncomfortable subject, their mental well-being.

Alex Derwin, chief creative officer of BMF said: “Pia has made a huge impact since her first day at BMF. She’s courageous, principled, and has impeccable taste – all the ingredients to be not just a creative leader, but a leader in our business, and for our culture. She’s a role model to everyone here, and I couldn’t be happier to be working alongside her in taking BMF into the future.”

Chaudhuri said of her appointment: “It’s not often you start at an agency and feel immediately at home, but BMF is just one of those places. The team, the culture, the work, are all standout. 18 months later, I’m excited and humbled to have been given this opportunity, and look forward to being part of BMF’s next chapter.”

Chaudhuri will be working underneath Alex Derwin, who has been BMF’s executive creative officer since January 2018.  Former group creative director Luke Martin joined 72 and Sunny after eight months at BMF.

BMF is part of the Enero Group.


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