“Clare Yardley, a veteran creative leader and former BMF executive, has joined Enigma as the new Head of Creative Services. Her appointment signals a bold step in the agency’s plans for future growth and innovation.”
One of Australia’s largest independent creative agencies, Enigma has just named Yardley as its new Head of Creative Services. And let’s be honest — it’s the kind of appointment that gets people talking.
A Bold Move That Signals Change
This isn’t just a title change. It’s a fresh start — for both Enigma and Yardley.
She’s known in the industry for her sharp eye, collaborative style, and the ability to take an idea from “okay” to “award-worthy.” With Enigma growing fast and expanding across Australia, her timing couldn’t be better.
As their national footprint grows, they needed someone with big vision — and Yardley delivers exactly that.
From ALDI to Enigma: A Creative Powerhouse Joins the Team
Let’s rewind for a moment.
Before Enigma, Yardley was part of the team at BMF, where she led campaigns for top clients like ALDI, TAL, and Tourism Tasmania. These weren’t just ads. They were stories that made people laugh, think — and remember the brand.
Her work there picked up awards and attention both in Australia and overseas.
Take Tom, a junior copywriter in Brisbane. “I studied her campaigns in ad school,” he says. “Now she’s heading creative at one of the biggest indie agencies? That’s inspiring.”
So, Why Now?
Good question.
Enigma is in a major growth phase. They're not just making ads — they’re offering strategy, media, and digital under one roof. To keep pace, they need leaders who can connect creativity to real-world results.
Yardley isn’t just a great creative. She’s a strategic thinker. She knows how to translate a client’s goals into human-centered, story-driven campaigns.
That’s exactly what Enigma wants more of.
Leadership That Puts People First
Yardley’s leadership style isn’t about ego. It’s about energy.
She’s known for:
Empowering teams to take bold creative risks
Encouraging collaboration across departments
Making work feel exciting — not exhausting
Her approach is rooted in empathy and clarity. She wants her team to do more than follow briefs. She wants them to break boundaries.
A Trend We’re Seeing Everywhere
Yardley’s new role also points to a bigger trend in the creative world.
Across Australia, top agency talent is on the move. Leaders are choosing workplaces that offer freedom, growth, and meaningful work — not just big budgets.
For example, just recently, Mei Ling Yeow joined Archetype APAC as Head of Strategy and Innovation. It’s clear: agencies are putting their focus on real leadership, not just flashy titles.
What to Expect Next from Yardley and Enigma
So what’s coming now that Yardley’s in charge?
She’ll oversee creative across Sydney, Newcastle, and Brisbane, working closely with other department heads. Her goal? Align creative ideas with media, strategy, and business impact — all while keeping the human touch.
She says the decision to join Enigma came from the heart. “I was drawn to their values,” she shared. “This is a team that’s passionate, diverse, and ready to push boundaries.”
More Than a New Job — It’s a Statement
This isn’t just another line on a resume. It’s a clear message to the industry.
Creative leadership matters.
Culture matters.
And most of all — people matter.
As Yardley settles into her new role, all eyes are on what comes next. Clients, competitors, and young creatives alike are watching to see how this fresh chapter unfolds.
One thing is certain: Enigma just became one of the most exciting places to watch in Australian advertising.
.png)
0 Comments