"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 this focus, Ogilvy has added a raft of new talent to its creative department.
Green: "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."
and Luke Hawkins, (both previously Clemenger BBDO Sydney) have joined
as creative directors working closely with creative group head/head of
digital, Shaun Branagan, to service KFC - an account focused on
delivering the best work beyond just television and print.
Green: "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
Smith and Hawkins first 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 award winning 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
boosting the team are copywriters Farah Ahmad, Fred Corazza, Georgie
Waters and Ava Frawley, and art directors Jasmine Subrata, Raphael
Valenti and Felix Ettelson.
Says Green: "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
You can check out some of Corazza and Valenti's work here
. Or some great stuff that Subrata and Ahmad have already made on KFC here
social and content specialist creatives joining the main creative
department are, Nathan Moraza, Wilson Kwong, Tom Macphail, Maddi Hoskin,
Lucy Hay and Joshua Tan.
Adds Green: "Their integration
reflects an agency wide commitment to best-in-class content that extends
beyond the standard ways we approach channels."
Watts, head of social, Ogilvy Sydney: "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."