Eleven Melbourne boosts market position, bolsters leadership team

TBWA’s Eleven Melbourne has strengthened its leadership team following several new business wins, with two promotions and a new hire.

Harrison Webster and Max Reed have been promoted to joint creative director roles, while Thrive PR’s Eliza Smith has been appointed client partner.

(L-R): Harrison Webster, Eliza Smith, Max Reed, Kiefer Casamore

The team will support Kiefer Casamore, general manager Melbourne, Eleven and Sustain by TBWA, as well as Matt Stoddart, who was last week promoted to the role of ECD, TBWA/Melbourne and Eleven.

Webster and Reed have been at TBWA for seven years, and together, they’ve built the agency’s internal content production offering and created brand platforms for some of Australia’s largest businesses, including NAB, Medibank, and Seek. The pair will now lead all creative outputs for the agency, and sit on the national leadership team.

Casamore said Webster and Reed are “two of the most talented creatives” he has worked with.

“Their innate understanding of earned-led creative in unparalleled – so to have them working alongside Eliza, who brings big brand experience, is super exciting,” he said.

Webster and Reed commented: “Eleven’s creative product is genuinely the type of work that gets talked about, so naturally we’re humbled by the opportunity to now contribute to this, every day.”

Smith joins Eleven from Thrive PR, where she was senior account director, working on brands including Airbnb and WelleCo. She will work closely with Casamore to lead the agency’s day-to-day operations, and help drive future growth of the agency.

She said she’s admired Eleven’s work from afar and is honoured to join the agency.

“I’m looking forward to bringing my unique experience to the agency and supporting the team to continue to deliver innovative and impactful work for our clients,” she said.


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