TBWA\Melbourne has made two new appointments to its executive leadership team, promoting Kiefer Casamore into the role of executive general manager and Eloise Liley to chief strategy officer.

Casamore first joined the TBWA group via Eleven in 2017, later becoming the PR unit's general manager in 2019. Since 2021, he has been the general manager of the TBWA\Sustain practice.

In the new role, Casamore will be responsible for leading the Creative Advertising and Digital Services business for Australian Defence Force Recruiting (DFR), along with operational and product growth initiatives for TBWA.

Liley has been with TBWA since 2020, first as group strategy director, before becoming co-head of strategy in 2021. As chief strategy officer, she will drive strategic excellence for the agency and elevate TBWA’s suite of leading cultural intelligence tools.

The pair will join creative agency's executive leadership team, alongside Kimberlee Wells (CEO), Ricci Meldrum (MD), Emma Guthridge (CFO), and Paul Reardon (CCO). The agency is also seeking a chief innovation officer to oversee the agency’s innovation and production capabilities.

CEO of TBWA\Melbourne, Kimberlee Wells, said: "We are immensely proud of the agency and all we have achieved. This expansion of our Executive Team marks a significant moment in the agency. Kiefer and Elly’s promotions are a testament to their talent and we look forward to harnessing their fresh thinking and perspective as we continue to drive the agency forward. It’s certainly a very exciting time for both our agency team and client partners."

As of the latest appointment, TBWA\Melbourne's executive leadership team now comprises 66% female and 34% male members.

CCO of TBWA\Melbourne, Paul Reardon, said: "In a tough financial climate, we’re now in a position where we can significantly expand our talent pool and our agency’s capabilities, then put them to use for every single one of our clients. There’s no two people better placed than Elly and Kiefer to join our Executive Team and help us do this"

Casamore said: "It’s a real privilege to join the Executive Team and help lead our agency through a substantial period of growth. I’m also deeply grateful to everyone at Eleven who have allowed me to stretch to new opportunities. Safe to say, TBWA’s future is bright, and I’m excited to continue bringing our disruptive creative thinking and full-service capabilities to our clients."

Liley said: "Disruptive strategic and creative thinking is essential to unlocking brand and business growth. I’m incredibly proud of what we’ve achieved over the last four years and can’t wait to get stuck in alongside our Executive Team and Head of Planning, Virginia Pracht to create even better ideas and results for our clients."

The promotions follow a strong year of growth for TBWA\Melbourne, with recent account wins including the Department of Defence and Kraft Heinz.