BMF bolsters creative, strategy team with new hires

Australia – Creative agency BMF has announced four new appointments, in an aim to double down on the agency’s creativity, effectiveness, content, and social capabilities. These include Hannah McHard, the new head of effectiveness, Phoebe Carden, the new content and social strategist, and Alister McCann and Joe Mallett, the new senior creatives. 

Before joining BMF, McHard has a four-year stint as insights and strategy manager at supermarket ALDI Australia. In addition, McHard also has held a 14-year position at Kantar. As new head of effectiveness, McHard will be harnessing data, analytics, and insights, to further BMF’s culture of effectiveness. 

Meanwhile, Carden has been appointed after working as a content social strategist and writer for recognised brandings including Disney, the ABC, Optus, Universal Sony, and NSW Health. In her new position, Carden will be working in a hybrid role with both BMF and its content production arm Bantam, which has worked with clients including ALDI Australia, MONA, TAL, Gumtree, RMIT University, and UN Women. With the recent wins of Lounge Lovers and George Weston Foods’ social account, Carden will be driving both Bantam’s and BMF’s social capabilities and identifying new opportunities to inform brand and content strategy, working across key clients.

Adding to its creative team is Mallet, who has spent six years at Lucky Generals London and has worked on world-class clients including, PlayStation, Hostelworld, the co-op supermarket, and most recently Amazon’s Super Bowl commercial, featuring Scarlett Johansson.

In addition, McCann, who also joins as a senior creative, has worked at agencies including AnalogFolk, CX Lavender, The Works, M&C Saatchi, and The Green House on brands including Westfield Australia, Westpac, CommBank, McDonald’s, Optus, Woolworths, and Curtin University, as well as Coke Zero and Coors Beer.

“Alister and Joe have only just got through the door and they’re already making a big impact, not only on our client’s business but on the culture of collaboration and kindness that BMF is so proud of. With their talent and experience in non-traditional thinking, both here and overseas, they’re going to do great things and we’re all very happy they’ve decided to call BMF home,” said Alex Derwin, chief creative officer at BMF Australia.

Meanwhile, Christina Aventi, chief strategy officer at BMF, commented that they’re thrilled to have Carden and McHard join their motley crew of planners, as both are believers in creativity and effectiveness that will help them navigate the metrics that matter in a world of data overload. 

“Phoebe will be working closely with Irina, Executive Director, Digital and Direct Strategy across our clients and our content unit Bantam. Hannah will be working across ALDI and government and any client that expresses an interest in unlocking even greater effectiveness in their communications (like everyone?). In a tight talent market, we feel really lucky to have these two dynamos join us,” said Aventi.