A New Chapter Begins at Enigma
Independent creative and media agency Enigma continues to build momentum with the appointment of Clare Yardley as Head of Creative Services. With a career spanning top-tier agencies and over a decade of experience at BMF, Yardley brings a wealth of expertise and passion for creative operations to her new role. Her arrival marks a significant step in Enigma’s strategy to enhance its creative output and drive cross-functional collaboration.
A Respected Industry Leader Joins the Fold
Yardley has long been regarded as a leader in creative services. She spent the past ten years at BMF Australia, where she held the role of Resource and Creative Services Director. Her experience also includes leadership roles at Saatchi & Saatchi, The Campaign Palace, and successful freelance stints.
At Enigma, Yardley will embed agency-wide processes to increase efficiency, encourage interdepartmental synergy, and support growth for both the agency and its clients.
“To find an agency that genuinely values creative operations in the process of producing excellent work is fantastic,” Yardley said in a media statement.
“I love the energy of the place and the people and can’t wait to start shaping how we work.”
A Strategic Creative Restructure
Yardley’s appointment is part of a broader creative shake-up at Enigma, which has been actively strengthening its leadership team this year. In March, Simon Lee joined the agency as Chief Creative Officer and partner — the first person to take on both roles. Lee quickly made his first major hire in June, bringing on Aldo Ferretto as Creative Director and Head of Art, also from The Hallway.
Lee, whose creative work includes acclaimed campaigns such as Boys Do Cry, praised Yardley’s addition to the team:
“A great Creative Services Director provides the emotionally intelligent oil that keeps an agency humming, so Clare’s appointment is a key hire for us,” said Lee.
“The brief was to find a talismanic figure to take on this role, and that’s Clare down to a tee. She has great energy and has worked closely with many of the best in the business – it goes without saying (but I’m saying it anyway) that we’re delighted to have her on board.”
Enigma’s Continued Growth
Beyond bolstering its creative division, Enigma has made a number of senior appointments across the business. Earlier this year, the agency promoted Justin Ladmore to Chief Media Officer and Amy Dascanio to Managing Director, Enigma Media. In the same month, Joanne Lilley joined as Managing Director in Sydney, reinforcing the agency’s presence across Australia.
This wave of strategic hires reflects Enigma’s commitment to evolution and innovation in a rapidly changing advertising landscape.
The Role of Creative Operations
Yardley’s focus on creative operations comes at a time when agencies are increasingly recognising the value of structured workflows and seamless collaboration. In a sector often dominated by the glamour of bold ideas and big pitches, the effectiveness of behind-the-scenes operations remains a vital — yet sometimes overlooked — component of creative success.
By aligning production, design, and strategy teams through clear processes, Yardley aims to help Enigma deliver consistently high-quality work that meets both creative and commercial goals.
A Perfect Fit for Enigma’s Vision
Yardley’s experience across diverse agency environments makes her particularly well-suited to Enigma’s independent and ambitious culture. Known for its integrated media and creative services, Enigma works across a wide array of clients and projects. The agency’s collaborative spirit and commitment to doing meaningful work closely align with Yardley’s strengths in leadership and innovation.
Her ability to manage complex projects, adapt quickly, and connect people across departments will undoubtedly be crucial in helping the agency scale its capabilities without compromising quality.
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Looking Ahead
With Clare Yardley now part of the leadership team, Enigma signals its seriousness about investing in the systems and people that underpin world-class creativity. The agency’s recent hires suggest a long-term vision to become one of the most respected and effective independent agencies in Australia.
As Yardley settles into her new role, the industry will be watching with interest to see how she helps shape the next phase of Enigma’s journey.
