BCM collapses strategy and creative roles in new integrated agency model

BCM Group is restructuring its agency model, merging media strategy and creative leadership into a unified “Creative Strategy Lead” function as agencies continue rethinking how teams operate in an increasingly fragmented and production-heavy market.

The Brisbane-based independent agency has also launched a new 10-person “Craft Team”, bringing motion design, visual effects, production and creative technology capabilities further in-house as demand grows for faster, scalable content across multiple channels.

The restructure reflects a broader shift taking place across the agency sector, where traditional separations between strategy, media, creative and production are increasingly being dismantled in favour of integrated operating models designed to move faster from brief to execution.

Under the new structure, BCM head of strategy Dave Mooney and creative director Sam Boyd will both move into newly created Creative Strategy Lead roles, combining strategic planning and creative direction much earlier in the development process.

The pair will work directly with clients and account teams from the outset of campaigns rather than through more traditional sequential workflows.

At the same time, BCM has established a dedicated Craft Team led by newly appointed head of craft Miguel Gadea, supported by former DDB New Zealand head of motion design Natalia Spreys.

The unit brings production, motion graphics, visual effects and creative technology capabilities under one operational structure.

BCM Group CEO Phil McDonald said the changes were designed to better reflect how modern campaigns are built and distributed across media environments.

“This year marks a new chapter for the BCM Group, where strategy and creative are structurally fused to increase our speed from brief to approved idea, and where that idea has media application and production technique at its heart,” McDonald said.

“Our new team structure is designed to bring the right people together.”

BCM managing director Lukas Temple said clients were increasingly demanding faster and more integrated responses across media, content and production.

“Clients want quicker solutions to their challenges,” Temple said.

“We've created new roles designed to better fit today's landscape and our integrated structure.”

Temple also revealed the agency is migrating onto a central operating system designed to unify media, search, content, creative and production workflows inside a single platform.

“Clients get a single, visible engine room where media, creative, search, content and production are planned and managed as one,” he said.

The restructure follows the recent launch of BCM’s Searchworks proposition, which focuses on SEO, GEO and AEO optimisation as agencies increasingly adapt for AI-driven search and discovery environments.

The new integrated structure is already being applied across clients including Leo Messi Fragrances, Brighter Super, Griffith University, Health and Wellbeing Queensland and Queensland Police.

The changes also reflect a much broader trend unfolding across the agency sector globally, as holding groups and independents alike simplify structures, bring production closer to strategy and rethink how agencies operate in an AI-driven, multi-channel marketing environment.