SYDNEY, May 23, 2011 – In a move that signals a significant change to its business in Sydney and Melbourne, Ogilvy Australia has announced a raft of promotions and new roles aimed at evolving and consolidating its offering across the two cities.
The changes, which apply to both Ogilvy Sydney and Ogilvy Group Melbourne will see current Ogilvy Group Melbourne CEO, Andrew Baxter, take on the role of Ogilvy Australia CEO, effective immediately. Baxter will work closely with Executive Chairman Tom Moult to oversee the business from a national perspective. His remit covers all Ogilvy companies in Australia except Ogilvy PR.
Moult said Baxter’s strong knowledge and proven experience in both the Sydney and Melbourne markets - having worked for seven years in Sydney, and 11 in Melbourne – would allow “greater collaboration between the two offices, and provide clients with custom-built teams, the broadest range of disciplines and the most integrated solutions.”
“Ogilvy Sydney and Melbourne are the leading agencies in both markets, and I’m looking forward to further evolving our offering and our work to ensure we continue to be the best partner for marketers into the future,” incoming Ogilvy Australia CEO Andrew Baxter said.
Current CEO, Stuart O’Brien, will take on the newly created role of National Creative Strategy Director to focus on solving clients’ business issues. He will continue to play a major role with Ogilvy’s key clients. He will also be exploring the potential for creating Ogilvy consulting services that have been successfully launched by Ogilvy in other markets.
Moult said while Ogilvy Sydney and Melbourne had seen four years of year-on-year growth across its local client base, and had more local business than any other agency group in the country, “we need to look to the future to ensure this success continues.”
Other changes announced today include Neo@Ogilvy services in Melbourne and Sydney both coming under the leadership of Penny Davy.
Moult said that Ogilvy also intended to create a new, national Chief Creative Officer role. “This role will be the most expansive creative role in Australian advertising,” Moult explained.
Current Ogilvy Sydney Executive Creative Director Chris Ford will leave Ogilvy Sydney, and return to San Francisco for family reasons. As Ford explained: “My family has not adjusted as well as we would have liked and wish to return to San Francisco. It was a great experience for all, and would not trade it for the world, but family comes first.”
The agency has also appointed a new Head of Talent Management and Performance. This new role will head a team who will move the agency toward the goal of “having more of the better people than any other agency,” Moult said. The new role will be dedicated to recruitment, career development and retention of staff.
At BADJAR Ogilvy in Melbourne Michael McEwan, Nick Muncaster and Andrew Egan will run the advertising agency as joint managing partners as Baxter expands his role to national CEO. Other changes include the promotion of Brian Merrifield to Digital Creative Director, and Damian Damjanovski to Head of Digital Planning at Ogilvy Sydney.
Moult said of O’Brien: “Stuart O’Brien has been an outstanding CEO and takes on this new role with our blessing and best wishes. His passion is with solving business problems for clients, and looking for new service offerings, and his new role will allow him to focus on this.”
Ogilvy Sydney and Ogilvy Group Melbourne are part of STW Group, Australia’s leading marketing content and communications services group.
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