Ex-Clemenger BBDO COO launches creative operations advisory

Clemenger BBDO Melbourne’s ex-chief operating officer Dave Keating has launched Operative, a creative operations advisory, with Clemenger BBDO Group as the foundational client.

Keating told Mumbrella that the new business offers services that he is not aware are being offered elsewhere in Australia.

Dave Keating

“Most agencies are led by people who were trained in managing clients and delivering effective creative,” said Keating. “In some instances, they might not have as much training in how to run a service business. Operative is focused on that service business – the delivery models, technology and organisational structure that creates the best outcome for the agency and the clients.”

The advisory has other clients other than Clemenger BBDO Group, as Keating said: “Several different business types at the moment – from publishers, to software development and different agency types.”

In regards to the work to be done with Clemenger BBDO Group, Keating commented: “Clemenger BBDO are leaders in this space. They have a vision under Jim Gall and Adrian Ciabotti that is delivering fantastic results. I’m excited to keep working with them and building something exceptional, especially in their operating technology, which is really unique.”

In a press release, DDB Group Melbourne group managing director Mike Napolitano said: “The most valuable thing you can do for your clients is buy more time for the talented people in your agency to focus on their business problems. Having an agency structure and operational model that engages the team around creativity, minimises redundant effort, automates repeatable tasks and measures the right metrics is critical.”

Keating’s title at Operative is CEO. At Clemenger, Keating stepped into the role of chief operating officer back in mid-2020.


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