Ratcliff takes over leadership of the Melbourne agency—with a staff of 30—from April 16. Currently, he is in London, where he was most recently executive planning director at Elvis Communications, part of the Cosette Group. Ratcliff has also had senior planning roles at Lowe and TBWA in the UK.
BWM Group CEO Paul Williams said Ratcliff’s appointment positions the Melbourne office to build on some strong successes over the last 12 months.
“We have been scouring the globe for an individual with the right talent to lead our Melbourne division to the next level and we have found that person in Carl,” he said. “In addition to his gold class background in strategic planning, Carl also brings a unique combination of strategic smarts, global experience and relationship management at a senior level."
Ratcliff will also join BWM's management board, which also includes Melbourne creative director Shaun Branagan.
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