Australia suffers from TV obsession, divesting clients and a talent drain, says Ogilvy boss
Global Ogilvy CEO Miles Young
The worldwide CEO of Ogilvy has said that the dominance of TV in Australia has “artificially siloed digital”.
In an interview with Mumbrella in Cannes today, global boss Mile Young said that Australia’s “TV-led market” has made embracing new media difficult, while his agencies have suffered from multinational clients pulling spend locally.
“Our business in Australia is fundamentally strong with good management in place. We’ve been through a rough time – but that’s party because of the cyclical nature of the business,” he said.
Marketers need to have more balls when it comes to digital.
How can you justify pouring hundreds of thousand of dollars to piss in the wind with traditional media and leave 50K for digital, when you brand has 200,000 facebook fans? This is the case with a few big campaigns I’ve been across lately. And why?? “Because we have to have our tv commercial and other media to hit our targets”. Whatever. Totally sick of it…