BMF founder Matt Melhuish has been called in to play a bigger role in troubled parent company Photon, the agency has announced.
Melhuish – who will still spend the vast majority of his time on BMF – will become executive chairman of the agency, while executive planning director Jeremy Nicholas will be promoted to the CEO role.
According to the announcement: “In this new role, Matthew will focus on business development for BMF (both domestically and overseas) and on working with the broader Photon group of companies.”
Nicholas has been with BMF since 2001, and a board member since 2005, and recently became deputy chairman of industry body The Communications Council. He is also chairman of the Account Planning Group.
Photon, which bought BMF for $25m in 2007, is currently suspended from the ASX as it attempts a capital raising and restructure. The long delay has been generating increasing speculation over the group’s next move.
Melhuish will not be the only senior agency person withint the Photon Group with a dual role.
Naked founder Jon Wilkins has been managing director of one of Photon’s divisions while maintaining a role with Naked for several months. Mumbrella understands that Melhuish’s involvement with Photon will be less formal than that.
Meanwhile, Melhuish said of Nicholas’ appointment: “Jeremy has proven himself time and time again to be one of the best in the business. Heʼs got strong ideas about ensuring BMF has a lean-forward technological approach. He fuses the best of direct, digital and brand thinking and he will make certain we continue to stay ahead of the curve. He knows BMF inside out and our clients and staff have a huge respect for him.”
Nicholas said: “Itʼs a real honour to be given the opportunity to lead a great creative agency like BMF.”
Both changes will take effect from 1st August 2010.
Current MD Martin Rippon, will continue in his role.
BMF is among the biggest jewels in Photon’s crown. Last year it was named B&T’s agency of the decade.