Redundancies at AJF as changes take shape under new leadership
GrowthOps business AJF Partnership has made a number of redundancies as a result of a recent business transformation, Mumbrella can reveal.
Mumbrella understands the Melbourne-based agency has made in the region of 10 redundancies as it appears managing director Con Frantzeskos has begun a restructure. The number itself was unconfirmed by AJF.
Frantzeskos and AJF are shifting to a digital-first approach
AJF confirmed to Mumbrella that its headcount is now around 50, a significant reduction on recent years, with its LinkedIn page still listing 149 employees.
Frantzeskos told Mumbrella: “We confirm that a very small number of roles were recently made redundant as the business evolves its service offering in response to changing client needs. These decisions are very difficult and are only made after thorough consideration.
“They follow a detailed analysis of our clients’ current needs and the resources required to achieve the outcomes and objectives they’ve established. Out of respect for the people affected, we have no further comments to make on the redundancies.
“The whole team at AJF is focused on harnessing the agency’s strengths, and adding new elements, to ensure it continues to operate at the forefront of the industry.”
Last month, GrowthOps made numerous senior leadership changes at AJF, including installing Frantzeskos as managing director. Frantzeskos will also continuing as MD of GrowthOps digital marketing consultancy PENSO.
At the time the agency said he was being brought in to “reinvigorate the business” by harnessing its strengths, “and adding new elements, to ensure it continues to operate at the forefront of the industry.”
Founder Adam Francis will be stepping back and chief creative officer Josh Stephens will leave the business at the close of the year.
The agency is understood to be shifting away from a traditional creative approach to be increasingly digitally-focused. It’s a strategy that plays into Frantzeskos’ experience, having held digital roles across DDB, Ogilvy, and Edelman previously.
Known for its work with retail clients, earlier this year AJF lost Officeworks to CHEP Network following a pitch. Another client, Catch.com.au, shifted its creative to Sunday Gravy, as well as in-sourcing some creative work.
The agency picked up Cash Converters at the start of 2022 however, adding to existing relationships with Target, Bega, Specsavers, and Simply Energy.
In 2020, GrowthOps issued a note to the ASX noting the negative impacts COVID had on its business, alongside Holden’s withdrawal from the market, which had been a key and long-standing client of AJF.
GrowthOps then delisted from the ASX in late 2020, a year after the company reported a list of redundancies.
CEO of GrowthOps Clint Cooper
Last month GrowthOps CEO Clint Cooper said: “Transitioning from founder-led businesses is always a significant milestone in any business’s life. With the support of founders and a strong leadership team, we believe the timing is right to take this opportunity to revitalise the agency, similar to what occurred in Khemistry earlier this year.”
“I would like to express my sincere gratitude to Adam and Josh, who have not only been remarkable industry leaders over many years but personally have been an incredible support for me and the wider GrowthOps group.”
Got a tip?
Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
Linkedin
Totally agree. “Going digital” isn’t our strategy.
Stay tuned – our strategy is being developed.
User ID not verified.
AJF has been pretty old-school for quite a while. Does need a shake-up.
But “going digital” isn’t a strategy, it’s just catch-up for an ad agency or picking a fight above your weight-grade vs “digital agencies”. Needs a unique focus and/or culture and/or capability.
Be interesting to see where Con takes it…
User ID not verified.
Have your say