Ogilvy Sydney restructures creative, merging creatives, content and social into one department
WPP’s Ogilvy Sydney has made changes to its creative arm by merging creatives, social and content creatives into the one team.
As well as integrating its social and creative departments, Ogilvy has appointed two former Clemenger Sydney staffers, Ben Smith and Luke Hawkins, as creative directors.
The Ogilvy Sydney team
Hawkins and Smith both departed Clemenger BBDO Sydney in June last year and will be working on the KFC account at Ogilvy.
Derek Green, executive creative director at Ogilvy, said the agency has changed how all of its work is briefed and how the teams are structured.
“These days, we’re constantly fighting to keep our ideas as simple as possible in an ever-so- complex environment.
“With so many ways to talk to consumers, it makes no sense to get the so-called ‘mainstream creatives’ to create the big idea and then hand it off to the social/content team to adapt the idea for their platforms.
“We’ve hired a wide range of talent with diverse skills and to fit with our creative strategy – that cut through comes from engaging in more than just the inner-city advertising community. It’s a necessary approach in a fast-moving market, and our clients are already reaping the rewards as we continually produce work that works.”
Meanwhile, Ogilvy has appointed four new copywriters – Farah Ahmad, Fred Corazza, Georgie Waters and Ava Frawley – and three new art directors – Jasmine Subrata, Raphael Valenti and Felix Ettelson.
“These creatives represent very different styles of creative teams – always keeping us on our toes, developing ideas from a totally different direction, and taking creative risks I love to see. I can’t wait to see what they all do next,” Green added.
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How could it possibly work otherwise????
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This has already been done by newer and nimbler indie agencies. How long does it take these big ships to turn?
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Calling them copywriters gives the game away that you haven’t changed at all.
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Surely this is an ‘OK let’s do a silly one’ school photo right?
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