Ogilvy acquires Bullseye as it looks to bolster digital capabilities

ogilvy logoBullseye LogoOgilvy Australia has acquired digital agency Bullseye as it looks to beef up its digital offering, with the Australian office to work under the Ogilvy banner.

Bullseye, founded in 2000, has more than 100 staff in offices across Sydney, Melbourne, Auckland and Indonesia, including an offshore production facility.

The move comes as the Ogilvy agencies look set to go on a new business offensive having recently parted ways with Vodafone in Sydney and Myer in Melbourne. STW Group also owns digital agency DT.

Ogilvy Australia’s CEO David Fox said: “This acquisition isn’t about creating a new digital capability within the agency, it’s about making our existing team bigger, faster and stronger.

“In addition, we’re now operating in a fast-paced post-digital era where having a separate digital team no longer makes sense.  We need to ensure digital is integrated into everything we do and not treated as a different channel.

“As a result, Bullseye staff will work side by side with creatives, strategists and other experts within Ogilvy to ensure this goal of true integration is achieved.  We’re excited by the broad capability the Bullseye team will bring, and by the potential of its proven, large-scale integrated offshore digital production hub.”

Australian-based Bullseye staff will work under the Ogilvy brand, while the NZ operation will retain the Bullseye name.

Bullseye’s Managing Director Jason Davey would move into a senior management role to oversee all digital output. It is unclear whether there will be any redundancies at the time of posting.

Davey said in a statement: “Specialist digital agencies are the dinosaurs of the future – it’s a natural evolution for a digital agency to broaden into a truly integrated offering. After 14 years growing our core digital capability, it’s exciting to be joining a world-class business such as Ogilvy to offer truly integrated customer experiences across all consumer touch points.”

Ogilvy and Bullseye share a client in Coca-Cola Amatil, whilst the digital shop’s other clients include Creative Holidays, Voyages, Bayer, SPC, McPhersons and Auckland Airport.

The acquisition comes after STW took a minority stake in Bullseye in 2011, and Fox said Ogilvy would still work with DT when a client has a particular technology need.

Ogilvy’s clients include  AAMI, KFC and Primo Smallgoods.


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