Ogilvy has lured Gavin McLeod from AKQA San Francisco to become executive creative director in Sydney. If you’re thinking that this is a move that signifies Ogilvy’s intention to deepen its integration of innovation, data and creativity, you’re right. It is.
McLeod also brings twenty years’ experience and a vast number of awards with him to his new role. Before joining AKQA’s flagship San Francisco office in May 2017, McLeod was the founding executive creative director for R/GA Sydney, helping build the business from just four employees at launch, to 80+ staff four years later. Prior to R/GA, he had creative leadership positions at TBWA Australia and M&C Saatchi Sydney, where he rose to executive creative director digital and direct during his eleven-year stay. His work has been applauded at major creativity and effectiveness awards, and includes 18 Cannes Lions plus a number of Australian and APAC Effies, including a Grand Prix.
Ogilvy chief executive officer, David Fox, commented, “It’s no secret that the future of our industry lies at the juncture of brand and CX. It is something we recognised years ago when we began implementing our ‘one Ogilvy’ model to focus on creative data and innovation, in addition to our legacy work in mass media.
“But now it’s time we move the agency into the next level of digital and brand experience, as our world moves towards providing a holistic customer experience. Gavin’s broad digital experience and data-led creative thinking is a perfect fit for this ongoing evolution. He understands that brand communications is not just about interrupting consumers but it’s about getting them involved in a brand and engaging them at the right time with the right message. This approach teamed with his strong leadership skills and local/global know how makes McLeod a welcome addition to our established team. We’re all excited to have him on board.”
McLeod stated, “These are exciting times. Digital has enabled brands to engage with consumers in a multitude of new ways that demand creatives to think beyond traditional advertising channels. So I’m delighted to be joining an agency that has a shared belief in the power of innovative ideas and impressive capabilities to drive long-term business results.”
McLeod’s hire is one of many changes implemented at Ogilvy Australia. In 2016, it announced and successfully implemented a restructure of its business to a “one model” approach, which was subsequently adopted by Ogilvy global and in other markets.
“The agencies that continue to grow and thrive in this challenging market are those that couple great brand building, with impactful connections throughout the entire customer experience,” explained Ogilvy Sydney managing director, Sally Kissane.
“This belief is central to our culture and creative approach at Ogilvy, and something Gavin’s skillset and background will complement brilliantly.”
Cover image l-r: Sally Kissane, Gavin McLeod, Michelle Holland, David Fox