2045 BOLSTERS MELBOURNE TEAM WITH SENIOR AGENCY TALENT AMID INDIE GROWTH SURGE

AI-powered creative agency 2045 has strengthened its Melbourne operation with three senior appointments from major advertising networks. Former Clemenger BBDO creative Charlie Brookes joins as associate creative director, alongside Connie Platania from Dentsu and Stella Tsakiris from Sunday Gravy, reflecting a wider industry shift towards ambitious independent agencies.

AI-powered creative agency 2045 has expanded its Melbourne-based team with three senior hires drawn from some of Australia’s best-known agencies, as independent firms continue to attract talent away from traditional holding company networks.

Charlie Brookes has joined the agency as associate creative director after a stint at Clemenger BBDO, where he worked on several high-profile campaigns. Brookes approached the move with characteristic humour, saying he initially joined for practical reasons before discovering the calibre of the team already in place.

“I joined 2045 for the same reason I join anything; there’s a pub within walking distance,” he said. “Turns out it’s filled with talented and ambitious people, what luck.”

Connie Platania has been appointed senior business manager, arriving from Dentsu with experience spanning integrated client leadership and commercial delivery. Her appointment signals the agency’s continued investment in operational growth as it scales its client portfolio.

Explaining her decision to relocate to Melbourne and join the firm, Platania said independent agencies were increasingly reshaping the sector.

“Why did I join 2045? Relocating to Melbourne to join a growing agency with real momentum and creative ambition, at a time when independents are redefining the industry,” she said.

The agency has also appointed Stella Tsakiris as senior designer from Sunday Gravy, strengthening what 2045 describes as its expanding design capability. Tsakiris said the agency’s unconventional culture and rising profile made it an attractive proposition.

“2045 has that dark horse energy, pushing the standard, doing things differently, and the industry is noticing,” she said.

Founder Tim Evans used the announcement to reinforce the agency’s unapologetically distinct culture, highlighting perks including clothing allowances, ski trips and Growth Shares, while also taking a playful swipe at traditional holding companies and marketing education programmes.

“We’re not shy about the expectations at 2045,” Evans said. “Yes — everyone wears black, so we provide a clothing allowance. Yes — we expect people to care about the work, so we invest in fun via ski trips, and ownership via Growth Shares. 2045 isn’t for everyone, and we’re proud of that.”

Referencing the recent MiniMBA partnership signed by Omnicom Oceania, Evans added: “Holdcos are brilliant training grounds, so when you’ve finished Ritson’s MiniMBA, hit me up.”

The appointments come as 2045 continues to build momentum with a client roster that includes Bupa, L’Oréal Group, OpenTable, Pernod Ricard and the NFL. The agency combines senior creative talent with its proprietary “Headless AI” model, positioning itself as part of a new wave of technology-led independent agencies challenging established network structures.