BBH’s Bogle: Australia’s agency scene is too crowded and there are too many good agencies for us to launch

Nigel Bogle, the global boss and co-founder of Bartle Bogle Hegarty, has said that the agency landscape is too crowded and too competitive to set up shop on Australian shores.

The advertising legend behind one of the world’s top creative shops told Mumbrella that while he had considered a move to Australia – even without having a client locally – “there are already too many good agencies” to make a move work.

BBH is run as a micro-network, with offices in key territories such as London, São Paulo, New York and Singapore covering the regions for clients such as Unilever, Johnnie Walker, Dulux, Sprite and British Airways.

“We take a hub approach, and Australia can be served from outside the market,” he said. BBH has produced global campaigns for the likes of British Airways, which run in Australia but are created in London.

BBH landed its first grand prix of the week at Cannes, winning in the Creative Effectiveness category for Unilever deodorant brand Axe, known locally as Lynx.

“It feels like we’re in Australia already – so many of our people are now at Austrailan agencies,” Bogle said. Among BBH alumni are Warren Brown and Matthew Melhuish, the B  and M in BMF.


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