Ogilvy Sydney has made significant changes to its creative structure, integrating its social creatives into the creative department and adding a raft of new creatives.

Derek Green executive creative director, Ogilvy Sydney, explained, “These days, we’re constantly fighting to keep our ideas as simple as possible in an ever-so-complex environment. With so many ways to talk to consumers, it makes no sense to get the so-called mainstream creatives to create the big idea and then hand it off to the social/content team to adapt the idea for their platforms.

“We’ve changed how all work is briefed, and how teams are structured, and this way, their diverse skills will cross-pollinate to create richer thinking. This is about anticipating our clients’ future needs and doing something to address them.”

To support the new powerhouse, Ogilvy has hired two new creative directors, four copywriters and three art directors.

Green continued, “We’ve hired a wide range of talent with diverse skills and to fit with our creative strategy – that cut through comes from engaging in more than just the inner-city advertising community. It’s a necessary approach in a fast-moving market, and our clients are already reaping the rewards as we continually produce work that works.”

Ben Smith & Luke Hawkins, (both previously Clemenger Sydney) have joined as creative directors to work with creative group head & head of digital, Shaun Branagan, on KFC – an account focused on delivering the best work beyond just television and print.

“Shaun has transformed the KFC Business over the past five years and with Ben and Luke on board we look forward to seeing more great work to come,” Green noted.

Smith and Hawkins teamed up at Clemenger BBDO in 2014 as creative directors on the Mars business where they were instrumental in pushing the creativity and effectiveness of the work through awarded campaigns, The Pepper Hacker for Dolmio, MasterFoods Make Dinnertime Matter and Whiskas Catstacam.

The pair also led awarded work for Toshiba, Made in 17 Hours

and GE, Geeks go for Gold.

Ogilvy’s new copywriters are Farah Ahmad, Fred Corazza, Georgie Waters and Ava Frawley. Its new art directors are Jasmine Subrata, Raphael Valenti and Felix Ettelson.

“These creatives represent very different styles of creative teams – always keeping us on our toes, developing ideas from a totally different direction, and taking creative risks I love to see. I can’t wait to see what they all do next,” Green explained

Here is a taste of Corazza and Valenti’s creativity:

Subrata and Ahmad have already been working on KFC:

https://vimeo.com/239747111

The social and content specialist creatives joining the main creative department are Nathan Moraza, Wilson Kwong, Tom Macphail, Maddi Hoskin, Lucy Hay and Joshua Tan.

“Their integration reflects an agency-wide commitment to best-in-class content that extends beyond the standard ways we approach channels,” Green continued.

Alex Watts, head of Social, commented, “Our team has a long history of doing incredible social work, and bringing them into the fold of the creative department centres our offering around content and social. I’m incredibly excited for them, and for where our team goes next.”