Ogilvy Sydney: Mumbrella Creative Agency Review – A period of change in David Ogilvy’s centenary year
The newly published Mumbrella Creative Agency Review examines Australia’s top 30 ad agencies. Today Robin Hicks examines how Ogilvy Sydney has fared over the last 12 months.
David Ogilvy, who if still alive would have turned 100 on June 23 2011, would probably have been disappointed with Ogilvy Sydney’s position in our survey. But given that his motto was ‘We sell, or else’ he could take comfort in that its highest rank is for effectiveness. Ogilvy Sydney ranks below half way down our list, which is a harsh reflection on its real influence in the market. The agency has 280 staff, some weighty clients in Coca-Cola, IBM and Qantas and is not short on talent with a 60-strong creative team built on the back of a highly regarded training set-up.
A long-copy ad to mark Ogilvy’s birthday, written by Ogilvy’s executive chairman Tom Moult, was a salute to the agency’s founder. But it could also have been read as a statement of intent from Moult.
Still less than a year into the role, the former Euro RSCG boss has a job on his hands to raise the humdrum profile of his Sydney office, and made a number of changes to ‘future proof’ the agency.
