The founders of Spinach, Craig Flanders and Frank Morabito, have made three promotions to lead the Melbourne agency into its next 25 years as they step back from day-to-day operations.
Nicole Miranda, who joined the agency in 2021, will step up to the role of managing director from director of client services and previously worked with the agency when she was Head of Marketing at Liquorland.
She said of her promotion: “Stepping up to managing director is an opportunity to focus our team on making Spinach as invaluable to our clients as the agency was to me when I was on the other side of the fence. Walking the ‘integration’ walk – seamlessly combining our skills in media, creative, data and more – is key to achieving this. While integration isn’t a new concept, delivering on the promise requires an ongoing commitment. I’m more than up for the challenge.”
Ben Willee, who joined Spinach in 2011 when the agency added media to its offering, has been promoted to executive director of media and data.
Willee said: “Working in this industry is like surfing in a hurricane – just when you think you’re on top of a wave, another one comes crashing in. The trick is learning to ride the chaos and make it work for your clients. Fortunately, we love a challenge. Learning isn’t just part of the job – it is the job. And when you pair that learning with smart integration, the results can be spectacular.”
Dom Megna, who joined in January 2023, will oversee the day-to-day running of the creative department as executive creative director. Megna said: “Our clients are always looking for outsized impact and returns – they want an aggressive agency in their corner to get them there.
“Fighting harder is the philosophy for creative as much as it is for every other department. We fight harder for engaging ideas, nurturing them, protecting them; fighting harder to create moments and memory structures for brands and fighting harder for client success. I expect our people to burrow deeply into our clients’ business.”
Flanders and Morabito will remain involved with the business, and said they are confident the agency is in good hands with the new leadership team. Morabito said: “One of the reasons why Spinach is still going strong 25 years later is that we have always been focused on staying ahead of the curve and looking forward. We are now thinking about the next 25 years of the business and where it goes from here. That’s where Nicole, Ben and Dom come in.”
Flanders added: “We’re not getting any younger so it’s time for a generational change. Between them, Nicole, Ben and Dom have got international agency, major client-side brand and start-up experience. In terms of business partners, we couldn’t ask for a better group of collective skills, passions and attitude to move Spinach forward.”
Flanders and Morabito founded the agency in 1999 after leaving FCB, has landed clients including Heinz, Scholl, Durex, Converse, Melbourne Airport and Renault. The agency works with brands such as Drummond Golf, Transurban, Kogan, Baby Bunting, Black Swan Dips and Homebuyers Centre.
Top image: Dom Megna, Nicole Miranda and Ben Willee