WEALTH September 4, 2026 0 Comments

Bonfire’s Game-Changing Move: Meet the New Creative Director Set to Ignite Growth After Ardmore’s Strategic Investment!

Ever wonder what it takes to spark real change in the creative world? Dublin’s Bonfire agency might just have the answer, with the powerhouse duo of Nicola Wielopolski stepping in as creative director and Sinéad Lee taking the helm as growth director. Wielopolski, whose award shelf proudly boasts Cannes Silver and nods from D&AD and the New York Festivals, isn’t your run-of-the-mill creative—she’s reshaped brands from the ground up, turning Telkom from a pariah into a national favorite. And then there’s Lee, a marketing maven with 25 years under her belt, who’s built some of Ireland’s most beloved brands while wielding growth strategies sharp enough to cut through the noise. Together, backed by the backing of the Ardmore Group, they’re brewing something fierce at Bonfire—a blend of entrepreneurial hustle and creative firepower poised to shake up the Irish market. Curious how these two are set to change the game? Let’s dive in. LEARN MORE

Dublin creative agency Bonfire has named Nicola Wielopolski as creative director and Sinéad Lee as growth director.

Wielopolski has worked with top creative agencies in Ireland and South Africa and has been recognised by Cannes, D&AD, New York Festivals, Clios and with several national awards.

Highlights include a Cannes Silver for her Commission for Gender Equality campaign.

She also earned one of only 12 seats on the Phyllis Project, a global creative initiative launched by DDB to increase the number of female creative leaders in the network.

Wielopolski brings a wealth of experience working on global brands such as McDonald’s, Honda, Smart Car, KFC, Converse and Skittles.

One of her greatest achievements was in transforming the fortunes of Telkom, once one of South Africa’s most disliked brands. Under her stewardship, the company’s adverts ranked among the country’s most loved for three years running.

“There’s a real energy at Bonfire right now, and I’m looking forward to bringing my experience and enthusiasm for great ideas to the team,” said Wielopolski.

In her new role, Lee will work closely with senior clients of Bonfire and the wider Ardmore Group, which bought a stake in the agency earlier this year, offering them strategic and commercial support.

Lee brings more than 25 years’ experience in marketing and communications, spanning senior agency leadership, growth and brand strategy.

Over the course of her career, she has played a senior role in building some of Ireland’s best-known brands and delivering award-winning work for clients including Diageo, Mars, Lidl, eir, EirGrid, Barry’s Tea, Pilgrim’s Foods and IDA Ireland.

Her agency career has included senior leadership roles at BBDO Dublin and, most recently, TBWAIreland.

“What attracted me to this role is the ambition behind what Bonfire and Ardmore Group are building together,” said Lee.

“It brings together the agility and entrepreneurial mindset of an independent group with a distinctive mix of specialist capabilities and talent.

“Bonfire is now powered by that wider expertise, allowing us to bring the right people and thinking together around client challenges from the outset. It’s a powerful combination, and I think we have a real opportunity to build something significant in the Irish market.”

(l-r) Sean Hynes (Bonfire), Aoife McLoughlin (Bonfire), Miriam Moertl (Ardmore), Steph Coates (Bonfire) and John Keane (Ardmore).

Lee will work as growth director for Bonfire in addition to running her independent consultancy, Sinéad Lee Consultancy, through which she will continue to work directly with her own clients on marketing, brand and growth strategy.

Photo: (l-r) Sinéad Lee and Nicola Wielopolski. (Pic: Supplied)