Clare Yardley, one of Australia’s most respected creative services leaders, has departed BMF after a decade-long tenure to join independent agency Enigma as Head of Creative Services. Yardley’s move marks a significant step for Enigma, which has been actively strengthening its creative leadership throughout 2025. With previous roles at Saatchi & Saatchi and The Campaign Palace, Yardley brings deep industry expertise and a reputation for driving operational excellence in creative environments.

At BMF, Yardley served as Resource & Creative Services Director, overseeing workflow, resource management, and creative delivery for some of the country’s leading campaigns. Her experience also includes freelance work and leadership roles at other top agencies, further cementing her credentials as a strategic and collaborative leader. Enigma’s decision to appoint Yardley follows other high-profile hires this year, including Simon Lee as Chief Creative Officer and Aldo Ferretto as Creative Director and Head of Art, signaling a comprehensive creative restructure.

In her new role at Enigma, Yardley is tasked with embedding agency-wide processes and systems to ensure the delivery of world-class creative work. She will focus on driving cost efficiencies, fostering cross-department collaboration, and supporting business growth for both Enigma and its clients. Yardley expressed her enthusiasm for the new position, highlighting the agency’s genuine commitment to creative operations and the energetic culture she encountered upon joining.

Simon Lee, Enigma’s Chief Creative Officer, praised Yardley as the “emotionally intelligent oil that keeps an agency humming,” emphasizing her ability to bring teams together and maintain a high standard of creative output. Enigma, with offices in Sydney, Newcastle, and Brisbane, works with national brands and government agencies, and Yardley’s appointment is seen as a crucial move in scaling the agency’s creative offerings and ensuring consistent, high-quality delivery.