Pia Chaudhuri is leaving BMF, where she is executive creative director, and Australia, to become global creative lead for play inclusion at The LEGO Agency in Denmark.

Chaudhuri joined BMF in 2020 as group creqative director and was promoted to executive creative director mid-2021. She is also a co-founder of Co-Founder of #OnlyOneInTheRoom, the for-purpose organisation designed to use creativity to address the lack of diversity in the Australian advertising industry. Before BMF, she was creative director at 72andSunny Sydney, joining in 2018 from One Green Bean where she rose from associate creative director to executive creative director over a four-year stay.

Chaudhuri commented, “Over the past three and a bit years at BMF, I’ve enjoyed some true career highlights. From jumping in with both feet on the government’s most successful behaviour change campaign for domestic violence. Introducing agency and industry-wide initiatives to promote diversity and inclusion.  To witnessing so many in the creative team develop and grow. Being part of the BMF community has been a true privilege and I will miss it immensely. While I’m sad to leave, I’m also thrilled to be joining The LEGO Agency as global creative lead for play inclusion. I look forward to continuing my relationship with BMF and finding exciting new ways to help every child receive the same opportunities to play.”

Alex Derwin, chief creative officer at BMF, added, “Pia’s impact on our agency, and, most importantly its culture has been huge. She cares hard about the work and even harder about the people. In her three years at BMF she’s launched new brands, led vital behaviour change campaigns, starred on Gruen, and corralled the creative department, and the agency, to new heights. Pia has always been a passionate and principled advocate for diversity and inclusion and during her time at the agency she has launched new initiatives including The Acknowledgement Project, and The Only One in the Room. Her single-minded focus has been on using creativity for good, so it wasn’t too much of a surprise that she’s stepping into a global role at one of the world’s most progressive and creative brands. I’m sad that I won’t get to sit opposite Pia and get a daily reminder of her brilliant mind, and wicked sense of humour, but I’m also very happy for her, and for our continued relationship with her at LEGO.”