Ogilvy has announced ANZ chief creative officer Toby Talbot‘s departure.
Talbot joined Ogilvy in January 2022, taking on the inaugural role of trans-Tasman CCO. He oversaw the creative teams and output across both New Zealand and Australia.
Prior to his appointment at Ogilvy, Talbot was CCO at DDB-owned Catorce, based in Barcelona.
During his tenure, Talbot spearheaded a number of transformative initiatives, including the launch of Return On Creativity (ROC) – an Ogilvy-exclusive framework developed in partnership with chief strategy officer Fran Clayton.
ROC aims to elevate the value of creativity beyond traditional ROI metrics, reflecting Talbot’s belief that great creative work drives real business impact and strengthens client collaboration.
Create without limits
Reed Collins, Ogilvy APAC’s chief creative officer, credits Talbot with leading a creative resurgence in ANZ.
Under Talbot’s leadership, Ogilvy’s offices delivered impactful campaigns such as Matildas ‘Til It’s Done, Meet Me at the Coke Sign, The Spot and Kentucky Fly.
“I want to personally thank Toby for all he’s accomplished in his time at Ogilvy. He’s been a true advocate of borderless creativity across the network, a magnet for the next generation of talent and creative leadership. And the work really does speak for itself. He leaves us in an incredibly strong creative position and I’m confident about our future,” says Collins.
Ready for what’s next
Talbot says: “I believe advertising is a team sport. The opportunity to galvanise Ogilvy’s creative output across the whole business was what brought me back to ANZ to take on this role. It’s been an incredible journey. It’s been all consuming, but the way Ogilvy now uses creative thinking to go way beyond the transactional approaches of old, I’m really proud of where we are today.
“Now feels like the right time for me to step away. I want a new challenge. If I reflect on the work I love to do, it’s ideas that drive commercial outcomes. Or behaviour change. Or some kind of major reappraisal. These are transferrable skills and I intend to put what I’ve learned to use.”
Talbot leaves Ogilvy at the end of this week. A creative leadership team of Max McKeon, Ant Simmons, Nina East and Bridget Jung is ready to continue his legacy.
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