WhiteGrey looks to The General Store again for new ECD

WPP creative agency WhiteGrey has appointed The General Store’s Reeshma Bhanji to the newly created role of executive creative director, based in the agency’s Sydney office.

Bhanji follows former The General Store group account director, Olivia Kaufman, who was brought in as managing partner at WhiteGrey in July 2022

Bhanji joins the agency after three years as creative director at The General Store. She has also spent over 12 years helming her own design agency, Flying Fish Design.

Bhanji’s immediate focus at WhiteGrey will be to lead the Scentre Group (Westfield) business, with an additional responsibility to develop the agency’s creative offering to drive business transformation for clients.

National CCO Chad Mackenzie said Bhanji’s appointment will provide new perspective for clients and expands the agency’s brand design offering, giving it a “designated home”.

“With a career built on a strong foundation of visual arts and design, Reeshma leans heavily into design, strategy and creativity to discover what will work for her clients’ brands to make their business better,” said Mackenzie.

“Reeshma helps see the world differently, creating powerful as well as beautiful client solutions using design thinking to grow her client’s businesses. She is well known for challenging conventions to create breakthrough brand experiences and her unique way of blending design, strategy and creativity is an exciting proposition to bring to market and is the next step in the evolution of whiteGREY’s already strong creative offering.”

On her new appointment, Bhanji said: “While design thinking is a critical component of the creative process, my true passion lies in collaborating with my team and our clients to identify solutions that can genuinely foster the growth of their business. This human-centric approach is what drives great creative and design, and I’m thrilled to bring this perspective to both whiteGREY and its clients”.

CEO and partner of The General Store, Matt Newell, commented:”Rish is a great human and a wonderful talent and we wish her all the best on her next adventure.”


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