Fate of The Works revealed in LinkedIn update
Following The Works’ tumultuous period mid-last year when it was “in the process” of being integrated into parent company Capgemini, a social media update has confirmed the agency will be rolled into Frog.
The creative agency, which has been in the Australian market for over 20 years, had a rocky 2024 due to the change in direction, which saw the exits of managing director Julie Dormand, founder Damian Pincus, and strategy partner Douglas Nicol among others.
It was left in the hands of creative partner Jerome Gaslain, who at the time, had only been with the agency for four months.
Gaslain has provided an update via LinkedIn this week.
Jerome Gaslain
“I am excited to share that The Works is now frog, part of Capgemini Invent,” he posted on Thursday morning.
“The Works and frog have always shared the same passion for creative excellence, strategic growth, and human-centric innovation. Now, by uniting our extraordinary teams we are elevating our expertise to fuse strategy, creativity, data, AI and tech to create new dimensions of value for our clients in Australia and worldwide.
“Change isn’t just about evolution – it’s about acceleration.”
Gaslain has also had a title change, now taking on the role of VP of creative AUNZ for Frog.
Julie Raoux, head of Frog and chief sales officer of Capgemini Invent AUNZ, also posted to LinkedIn: “The Works has a new name, but their commitment to creative innovation and brand growth remains unchanged as they now continue as part of frog.
“Now, united as part of frog, we’re creating even better brand experiences that blend design, innovation and strategy like never before.”
The Works was founded in 2002, and collaborated with prominent clients such as Vivid, Optus, News Corp, Visit Canberra, ING, Sanitarium, Tata Beverages, Archie Rose Distilling Co, The Smith Family, and Qantas.
In 2017, it was acquired by ASX-listed digital services consultancy, RXP Services. Then, in 2020, RXP Services was acquired by Capgemini, in a bid to grow the latter’s market position.
Meanwhile, Frog is a global design and creative consultancy, with a headcount of over 2,000 across the world. It has been a part of Capgemini since June 2019, as it was part of the Altran acquisition.
In 2021, it became part of Capgemini Invent, the group’s management consulting wing.
In a media release published to its website, the consultancy said: “By uniting our talented teams of strategists, brand experts, product and experience designers, creatives, technologists and data scientists we are positioned to elevate our clients to the next level in Australia and on a global scale – leveraging next-level design, data and tech to deliver game-changing products, services and experiences across physical and digital worlds.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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