OgilvyAction Australia has announced a merger with the Australian arm of Geometry Global, bolstering Ogilvy Australia’s shopper capability.
As a result of the merger, Ogilvy Australia will phase out the brand of OgilvyAction locally with the merged entity to use the Geometry Australia brand. Ogilvy Australia CEO, David Fox, said the merger would provide Ogilvy clients and the broader Australian business community with “deeper understanding and unparalleled insight into Australian shopper behaviour and intent”.
He added: “Ogilvy Australia already boasts excellent credentials in the shopper area, but the increasing pace of shopper development and client demand meant we required a jump in head count and skills in the shopper space.
“This merger is about making our offering bigger and stronger with an enviable shopper skills set and access to a global network, with world-class capabilities. Some may see shopper marketing as still being in its infancy in Australia. But we can see it’s moving towards the formation of a more strategic shopper segment. By bringing together two outstanding players in this field, it will enable us to catch the shopper wave as it starts to reach some scale.”
Current Ogilvy Melbourne Group managing director Sean Taylor will move to become head of country for Geometry Australia. His replacement at Ogilvy Melbourne will be announced in due course.
Taylor commented: “I’m excited to be taking on a position with Geometry that will help drive what is essentially a growth engine for Ogilvy. Geometry connects people with brands at precisely the right times, in the right places, and right ways unlike any other shopper consultancy on the market, making a measurable difference to clients’ businesses. We can’t wait to extend this world-leading capability to Australian brands.”
Geometry Global regional president, John Goodman, added: “Australia is a crucial part of our network offering with much to learn from, and we are very excited about assembling such a great united team for the future.”
Part of WPP, Geometry Global’s capabilities extend across a range of disciplines including shopper, relationship, promotional and experiential, trade and digital marketing.