BMF’s Pia Chaudhuri heads to Denmark to join The Lego Agency
BMF executive creative director Pia Chaudhuri is joining Lego’s in-house agency in Denmark as global creative lead for play inclusion, Mumbrella can reveal.
The Lego Agency has been headed up by Australian expat Nicole Taylor since early 2022 and is understood to have a headcount upwards of 400.
A major move for Chaudhuri
Chaudhuri has been with the Enero Group creative agency for more than three years, joining as group creative director in 2020, before her promotion to executive creative director in 2021.
In a statement sent to Mumbrella, Chaudhuri said: “Over the past three and a bit years at BMF, I’ve enjoyed some true career highlights. From jumping in with both feet on the government’s most successful behaviour change campaign for domestic violence. Introducing agency and industry-wide initiatives to promote diversity and inclusion. Being recognised for agency culture by Mumbrella for two years in a row. To witnessing so many in the creative team develop and grow. Being part of the BMF community has been a true privilege and I will miss it immensely. While I’m sad to leave, I’m also thrilled to be joining The LEGO Agency as Global Creative Lead for Play Inclusion. I look forward to continuing my relationship with BMF and finding exciting new ways to help every child receive the same opportunities to play.”
During her time with BMF, Chaudhuri has also been a strong voice for diversity within the advertising industry, launching The Only One In The Room initiative alongside Cocogun creative partner and co-founder Ant Melder and Dentsu Creative COO Avish Gordhan. The collective launched it’s first major initiative this year, with the inaugural Destroy This Brief challenge, which wrapped up last month.
Of Chaudhuri’s departure, BMF chief creative officer, Alex Derwin, said in a statement: “Pia’s impact on our agency, and, most importantly its culture has been huge. She cares hard about the work and even harder about the people. In her three years at BMF she’s launched new brands, led vital behaviour change campaigns, starred on Gruen, and corralled the creative department, and the agency, to new heights. Pia has always been a passionate and principled advocate for diversity and inclusion and during her time at the agency she has launched new initiatives including The Acknowledgement Project, and The Only One in the Room. Her single-minded focus has been on using creativity for good, so it wasn’t too much of a surprise that she’s stepping into a global role at one of the world’s most progressive and creative brands. I’m sad that I won’t get to sit opposite Pia and get a daily reminder of her brilliant mind, and wicked sense of humour, but I’m also very happy for her, and for our continued relationship with her at LEGO.”
BMF is the creative agency behind Aldi’s advertising, and also works with a host of other challenger clients including Tourism Tasmania, Rest Super, and now Turo, after an appointment in December.
Mumbrella has contacted The Lego Group for contact but did not get a response by the time of publication.
AWESOME! Good luck Pia. Go smash it.
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So good seeing Australian talent look after Australian talent on the world stage
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