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Brands › HBF

HBF

As at 16 Oct 2026, AccountMoves records 2 current agencies for HBF: Cummins&Partners (creative, since 7 June 2017), Starcom (media, since 14 Sept 2025). Agency changes reported since 2016: 0. Last reported move: 14 Sept 2025. Based on reported moves only, with sources.

Marketing lead: Owen Davies (General Manager, Marketing, since 14 Sept 2025) · Total appointments: 2

Roster: Cummins&Partners (creative), Starcom (media) Small roster

Agency changes on record since 20160based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 2 current

Last review on record: 14 Sept 2025 · Marketing lead since: 14 Sept 2025 (source)

Agency timeline Which agency has held each account, by discipline

creative
Cummins&Partners Cummins&PartnersConfirmed appointment
creative, 7 June 2017 to now · 9 yr 4 mth
Sources: Mumbrella
Cummins&PartnersConfirmed · 9 yr 4 mth
media
OMD & Resolution OMD & ResolutionSeen in credits only
media, credited 3 Mar 2020 · 1 campaign
Latest: campaign via Campaign BriefOMD OMDSeen in credits only
media, credited 6 Apr 2020 · 1 campaign
Latest: everything via Campaign BriefUM UMSeen in credits only
media, credited 24 Jan 2022 · 1 campaign
Latest: not for profit is love via Campaign BriefUM Group UM GroupSeen in credits only
media, credited 5 Apr 2023 · 1 campaign
Latest: campaign via Campaign BriefStarcom StarcomConfirmed appointment
media, 14 Sept 2025 to now · 1 yr 1 mth
Sources: Mediaweek · B&T
StarcomConfirmed · 1 yr 1 mth
2020202120222023202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
creativeCummins&PartnersCurrent7 June 2017Now9.40
mediaStarcomCurrent14 Sept 2025Now1.10

Agency changes on record Since 2016 · based on reported moves only

No agency changes with a named incumbent have been reported for HBF since 2016. That means none were reported, not necessarily that none happened.

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Seen in credits Agencies credited on HBF campaigns. Evidence of work, not a confirmed appointment or a win

Agency or companyCredited forFirst seenLast seenCampaignsLatest source
Leo Burnett Seen in creditscreative24 Jan 20225 Apr 20233not for profit is love via Campaign Brief
Kiki Lauder Seen in creditsdigital5 Apr 20235 Apr 20231campaign via Campaign Brief
Dan Crozier Seen in creditsmedia5 Apr 20235 Apr 20231campaign via Campaign Brief
Amanda Teo Seen in creditsdesign5 Apr 20235 Apr 20231campaign via Campaign Brief
UM Group Seen in creditsmedia5 Apr 20235 Apr 20231campaign via Campaign Brief
Squeak E. Clean Studios Seen in creditsaudio24 Jan 202224 Jan 20221not for profit is love via Campaign Brief
UM Seen in creditsmedia24 Jan 202224 Jan 20221not for profit is love via Campaign Brief
OMD Seen in creditsmedia6 Apr 20206 Apr 20201everything via Campaign Brief
Cummins&Partners Seen in creditscreative3 Mar 20203 Mar 20201campaign via Campaign Brief
OMD & Resolution Seen in creditsmedia3 Mar 20203 Mar 20201campaign via Campaign Brief

Also credited People named once in HBF campaign credits

Louise Ardagh (General Manager Marketing and Engagement, HBF, Campaign Brief) · Louisa Ross (Senior Manager Brand, HBF, Campaign Brief) · Amie Taylor (Brand Manager, HBF, Campaign Brief) · Jason Williams (Chief Creative Officer, Leo Burnett, Campaign Brief) · Jim Walsh (Creative Director, Leo Burnett, Campaign Brief) · Michelle Walsh (Creative Director, Leo Burnett, Campaign Brief) · Ilona Janashvili (Director of Integrated Strategy, Leo Burnett, Campaign Brief) · Kate Silver (General Manager, Leo Burnett, Campaign Brief) · Amanda Nicoll (Senior Project Lead, Leo Burnett, Campaign Brief) · Francesca D’Orazio (Senior Broadcast Producer, Leo Burnett, Campaign Brief) · Naomi Nienaber (Broadcast Producer, Leo Burnett, Campaign Brief) · Simon Robson (Director, Mighty Nice, Campaign Brief) · Duncan McLaren (Lead Animator, Mighty Nice, Campaign Brief) · Meredith Simpson (Strategic Marketing Lead, HBF, Campaign Brief) · Vici Richardson (Head of Acquisition, HBF, Campaign Brief) · Jasmine White (Digital Marketing Operations Manager, HBF, Campaign Brief) · Melissa Gregory (Product Marketing Manager, HBF, Campaign Brief) · Andy Fergusson (National Executive Creative Director, Leo Burnett, Campaign Brief) · Stacey Karayannis (Associate Creative Director, Leo Burnett, Campaign Brief) · Julia Sheehan (Head of Business Management, Leo Burnett, Campaign Brief) · Bhavya Pandey (Account Director, Leo Burnett, Campaign Brief) · Milly Middleton (Account Executive, Leo Burnett, Campaign Brief) · Johnson Diep (Designer, Leo Burnett, Campaign Brief) · Izy Kali (Motion Graphics Lead, Leo Burnett, Campaign Brief) · Nara Lea (Digital Producer, Leo Burnett, Campaign Brief) · Gary Fouchy (Director, Mighty Nice, Campaign Brief) · Darren Price (Executive Creative Director, Mighty Nice, Campaign Brief) · Tina Braham (Executive Producer, Mighty Nice, Campaign Brief) · Diana Angelius (Producer, Mighty Nice, Campaign Brief) · Duncan MacLaren (Animation Director, Ben Seager, Campaign Brief)

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
14 Sept 202514 Sept 2025appointmentmediaStarcomconfirmedvia Mediaweekvia B&T
7 June 20177 June 2017appointmentcreativeCummins&Partnersconfirmedvia Mumbrella

Marketing leaders

PersonTitleFromTo
Louise ArdaghGeneral Manager, Marketing & Engagement24 Jan 20225 Apr 2023
Louisa RossHead of Brand24 Jan 20225 Apr 2023
Amie TaylorBrand Manager24 Jan 20225 Apr 2023
Meredith SimpsonStrategic Marketing Lead5 Apr 20235 Apr 2023
Jasmine WhiteDigital Marketing Operations Manager5 Apr 20235 Apr 2023
Melissa GregoryProduct Marketing Manager5 Apr 20235 Apr 2023
Owen DaviesGeneral Manager, Marketing14 Sept 2025Now

Stated reasons and comments Paraphrased, with source links

WHY THEY WON Davies said Starcom stood out for sharp strategic thinking, a record of commercial results and the strength of its creative ideas.
strategic thinkingeffectivenesscreativityambitiousbold
Owen Davies · the move · via B&T, 14 Sept 2025 · paraphrased