CPA Australia to shift creative account from Ogilvy to Leo
CPA Australia's last major campaign: "Three letters to limitless."
CPA Australia is set to shift its creative account from Ogilvy Australia to Leo Australia, ending a nearly seven-year partnership with the WPP-owned agency.
The accountancy organisation, which has 174,000 members, is understood to be in talks with the Publicis-owned agency following a recent pitch.
Once formally signed over, CPA Australia would become the second account Leo Australia has taken from Ogilvy in just over a year, following its landmark pitch win of Suncorp at the end of 2024.
A spokesperson for CPA Australia told Mumbrella that the contract was under negotiation but did not comment further.
Ogilvy did not respond by the time of publication, and Leo Australia redirected inquiries to CPA Australia.
Ogilvy Australia picked up CPA Australia in 2019 as part of a raft of new business wins, including Oreo, Transport for NSW and ING Bank, among others.
Two years later, the agency made several hires within its Melbourne office to lead creative direction on the CPA Australia account, and also unveiled its “Be ready” campaign for the organisation.
In 2024, CPA Australia also launched a new brand platform, “CPA. Three letters to limitless”, supported by a series of advertising campaigns.
Ogilvy’s appointment with CPA Australia followed a series of revelations involving former CPA CEO Alex Malley, whose high-profile personal branding campaign became a lightning rod for criticism in 2017.
At the time, it was revealed by the AFR’s Rear Window columnist Joe Aston that CPA Australia had been spending millions of dollars annually to promote Malley. This included funding his own TV show on Nine, In Conversation with Alex Malley.
