BBDO Worldwide Unites Clemenger BBDO, CHEP Network & Traffik Under One Agency
BBDO Worldwide has announced a major restructure, bringing together Clemenger BBDO, CHEP Network, and Traffik into a full-service marketing communications agency under the Clemenger BBDO brand, referred to as Clemenger in daily operations. The new agency will provide end-to-end solutions spanning brand creative, experience, media, digital, and commerce, driven by data and innovation.
As part of this transformation, Dani Bassil, CEO of Clemenger BBDO Australia, will depart after two years in the role. Lee Leggett, currently CEO of CHEP Network, will step in as the new Clemenger CEO. Bassil initially joined Clemenger BBDO following Jim Gall’s departure, focusing on unifying the agency’s Melbourne and Sydney operations.
This merger follows the formation of Omnicom Advertising Group (OAG) six months ago, which aligns the global creative networks of BBDO, DDB, and TBWA.
Clemenger BBDO, CHEP Network, and Traffik serve high-profile clients including Samsung, Asahi, Mars, Michael Hill, The University of Sydney, and 7-Eleven.
Says Les Timar, CEO, Clemenger Group:
“Our focus is to create ideas that embrace and define the future – in service of our clients, people and creativity. Through its creative beating heart and breadth of expertise, the new Clemenger combines bold thinking with precision execution to turn ambitious growth aspirations into reality for our clients.
“We are embracing strength and scale to create a truly game-changing agency that perfectly balances our integrated capabilities across performance, marketing and brand platform creativity.”
“This is not about doing more with less. This is all about doing more with more.”
Says Leggett:
“I feel very honoured to help Do Big Things for our clients by bringing together brilliant talent from across our teams into the new Clemenger agency. We have created a bold offering with a clear purpose – deliver big and measurable ideas that define tomorrow.”
“This is a modern agency ready to navigate a world where the need for smart, creative thinking remains more important than ever.”
With over 20 years of industry experience, Lee Leggett began her career in London, working at top creative and digital agencies such as Digitas, Tribal DDB, and Dare—where, under her leadership, the agency was named Campaign’s Digital Agency of the Decade.
In 2013, Leggett relocated to Australia, taking on the role of CEO at IPG-owned Initiative. She later joined CHEP as CEO two years ago, following her tenure at Wunderman Thompson Australia (now VML), where she served as CEO for AUNZ in 2020 before becoming Chief Growth Officer for the Asia-Pacific region. She also consulted for leading agencies such as Havas and Publicis and worked with WPP AUNZ’s Hogarth.
A Wharton Business School alum, Leggett received the Patricia Mann Award in 2008. In the UK, she was an IPA Council member, chaired the Digital Group, and remains actively involved with Women in Advertising and Communication London (WACL), overseeing the Future Leaders Fund. Her expertise extends to global impact initiatives—she was appointed Senior Advisor to the United Nations Development Programme for her contributions to The Lions Share Fund, a groundbreaking initiative supporting wildlife conservation and sustainable animal welfare.
Under her leadership, Clemenger will collaborate with Clemenger Group’s agencies and consultancies across Australia and New Zealand and play a key role within Omnicom Advertising Group and BBDO Worldwide, a globally recognized creative powerhouse.
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