CB Exclusive: Campaign Brief can reveal that multi-awarded CCO Toby Talbot is set to return to a trans-Tasman role as ANZ chief creative officer of The Ogilvy ANZ Network in early 2022.
Talbot, a proven creative leader with over 25 years’ global experience, will be responsible for The Ogilvy Network’s creative offering across all four Ogilvy offices: Sydney, Melbourne, Brisbane and Auckland, including Designworks in New Zealand. He will also use his extensive experience to oversee creative output across all business units: Advertising, PR, Experience, Health and Growth & Innovation.
As flagged by CB last week, Talbot has just departed the chief creative officer role at C14TORCE, the SEAT dedicated agency in Barcelona, a role he took in February 2020, after departing the CCO position at Saatchi & Saatchi New Zealand.
Says Sally Kissane, CEO Ogilvy Agency, ANZ: “We could not be more excited to welcome Toby to the ANZ Ogilvy Network. The ANZ CCO role is an ambitious one aligned to the newly formed Ogilvy Network, and we have taken our time to scour the globe for the perfect leader.
“Toby is a modern creative leader who leads from the front and has world-class experience in creating high performance creative cultures. Our ambition is to make Ogilvy the most creative company in the world, and to harness our collective talents across all five business units to deliver impact in new and exciting ways. Toby brings the perfect balance of humanity, creativity and ambition and we can’t wait to get started.”
Says Kelly-Ann Maxwell, CEO Ogilvy New Zealand: “To say we are thrilled that Toby is joining the fold would be an understatement. Toby will be working incredibly closely with the New Zealand market, including the Creative teams across our Ogilvy Network here in Aotearoa. The skills and knowledge he brings are undeniably second to none and we look forward to working with him to realise our creative ambition.”
Says Toby Harrison, Chief Strategy Officer, Ogilvy ANZ Network: “Obviously, we are in for a bit of an arm-wrestle over who is the best Toby in the office. That said, I couldn’t be happier to have TT joining us. He’s got an incredible balance of experience and a modern point of view on creativity. His track record is outstanding, and he is a brilliant bloke too. I’m hugely excited about us working together, but not looking forwards to the nickname of ‘other Toby’.”
Adds Liz Taylor, Global Chief Creative Officer, Ogilvy: “Toby is a world class leader who has amplified the creative firepower of every agency he’s been part of. He has earned the respect and trust of clients by creating inspiring work that has impacted culture and business. We know his proven track record of mentoring and developing incredible talent, many who have gone on to wildly successful careers, will benefit our teams and further strengthen our creative product in the region. We are thrilled to have him joining us.”
“Ogilvy is a network that works” says incoming ANZ CCO, Toby Talbot. “It has a strong, inclusive culture and with the recent global Effie wins, it feels like it´s time has come. That momentum is down to a tight leadership team led by two gems in Sally and Toby and loyal clients who clearly trust the agency. Borderless creativity isn´t some kind of abstract ideology. It´s a way of life at Ogilvy. To be given the opportunity to build on a unique creative platform is massively exciting for me.
“Barcelona has been an incredible place to be, even through a pandemic! But to be given the chance to come home and to live & work across across two of the most creative advertising markets in the world, is just incredible. I can´t wait to get started.”
Prior to Spain, Talbot held the role of CCO at Saatchi & Saatchi NZ for three years. Before that he was CCO at DDB Sydney, and was behind the most awarded mobile campaign in the world #comeonin for Sydney Opera House, and before then at DDB New Zealand, where he took home the coveted title of Campaign Asia Magazine’s Creative of the Year. Talbot is currently the No. 2 ECD in the world on the global Bestadsontv Creative Rankings over the last 18 years.
As CCO of DDB Sydney, Talbot led a complete creative transformation of the agency and resulting in the agency being crowned as Australia’s most awarded at Cannes. During his five years as Group ECD of DDB New Zealand, he transformed the Auckland based organisation into one of the world’s most creative agencies, where it remains today.