Opr rebrands back to Ogilvy PR, aligns with global strategy

Opr has announced it will re-adopt its previous name, Ogilvy PR, in line with Ogilvy’s global strategy and the recent launch of the Ogilvy Network in Australia and New Zealand.

The Ogilvy Network brings together all of its capabilities, advertising, experience, PR, health, and growth and innovation, under one brand and operating structure which it says gives clients greater ability to leverage Ogilvy’s borderless services.


Richard Brett, CEO of Ogilvy PR and Ogilvy Health said: “We are thrilled to be able to put the Ogilvy name back front and centre of our brand; as we are all so proud of the Ogilvy brand, its rich heritage and everything that it stands for both creatively and as a people first global business.

“This change is in line with, and a natural step in, our journey as part of the Ogilvy Network here in Australia and New Zealand, as we focus on operating, innovating, and creating at the intersections of all our capabilities to deliver a seamless experience for our clients, and the best career development opportunities for our people.”

There will be no changes to Ogilvy PR’s four sub-brands; Pulse Communications (brand marketing), Howorth (technology and B2B consultancy), Life Agency (healthcare) and Parker and Partners (public affairs).

The agency also announced a move into the consultancy space. All team members will be grouped either as a specialist (focusing on a technical or specialist communication skill), or as a subject matter expert (focused on a specific client or industry), and the agency titles and levels will now reflect this consultancy strategy.

It is designed to support the Ogilvy PR team in building the right skills, knowledge and confidence to consult at the uppermost level of a client’s organisation.

This shift is supported by an investment in additional individual and tailored training for each member of the agency.

Brett added: “Ogilvy PR’s consultancy strategy leverages our offer as Australia’s only truly integrated earned-first communications agency. Our modern, creative communications approach allows us to consult across our clients’ needs at the highest level: from corporate reputation, issues and crisis, government relations, business communications and brand marketing.”

The previous brand

In June 2018,  Ogilvy PR dropped the Ogilvy name, rebranding to simply Opr. As part of the move, the rebranded agency also dropped out of the Ogilvy Worldwide network and all Ogilvy names were removed from the local PR businesses.

At the time, a spokesperson said, “We are proud of this history, and our Ogilvy heritage. But we can’t rest on pride alone. To keep our leadership position, we know we must evolve. To branch out on our own beyond our Ogilvy family. And with the global Ogilvy network moving to a more streamlined structure across all capabilities, we have decided that time is now.”


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