Ogilvy chief executive officer, David Fox, is doing what it takes to be viable in adland right now – amping up his agency’s digital muscle. Bullseye has been part of STW since 2011. Now it is fully owned by Ogilvy Australia.

Bullseye has also recognised that adland is a changed playing field. “Specialist digital agencies are the dinosaurs of the future – it’s a natural evolution for a digital agency to broaden into a truly integrated offering. After 14 years growing our core digital capability, it’s exciting to be joining a world-class business such as Ogilvy to offer truly integrated customer experiences across all consumer touch points,” Bullseye managing director, Jason Davey, noted.

Not sure who Bullseye is?

“Our passion for digital technology and creative ideas is what makes us tick. We are digital strategists, UX designers, project managers, developers, creatives, testers, content writers, video producers, account managers – 110 digital specialists. 3 countries. 5 offices. 1 agency, “ Bullseye states on its website.

The company was founded in 2000 as a creative and digital agency. Digital became its lifeblood, and Bullseye now produces digital solutions in Sydney, Melbourne, Auckland and Indonesia, where it also has an offshore production facility. STW acquired a minority stake in the business in 2011. Now Ogilvy Australia owns all of it.

Bullseye will be absorbed into Ogilvy Australia here and will remain Bullseye Digital in New Zealand.

“This acquisition isn’t about creating a new digital capability within the agency, it’s about making our existing team bigger, faster and stronger,” Fox explained.

“In addition, we’re now operating in a fast-paced post-digital era where having a separate digital team no longer makes sense.  We need to ensure digital is integrated into everything we do and not treated as a different channel.

“As a result, Bullseye staff will work side by side with creatives, strategists and other experts within Ogilvy to ensure this goal of true integration is achieved.  We’re excited by the broad capability the Bullseye team will bring, and by the potential of its proven, large-scale integrated offshore digital production hub.”

To that end, Jason Davey is moving into a senior management role to oversee all digital output.

Bullseye handles digi work for Coca-Cola Amatil, Creative Holidays, Voyages, Bayer, SPC, McPhersons and Auckland Airport.

Fox stated that the acquisition would not affect Ogilvy’s relationship with fellow STW Group agency, DT.  Ogilvy will continue to work with DT as and when required, particularly on projects where clients have a particular technology need.