Ogilvy hits the Bullseye, boosts digital integration

Rachael Micallef
By Rachael Micallef | 25 September 2014

Ogilvy Australia has acquired digital agency Bullseye in a bid to expand its digital capabilities and increase its integrated offering, but Ogilvy CEO David Fox said the agency is aiming for a time when digital isn't seen as a seaprate discipline.

Under the deal all Bullseye Australia staff will be folded into Ogilvy, with the Bullseye brand only being retained in New Zealand. Fox confirmed to AdNews that no redundancies were on the cards, adding that the integration of the more than 100-strong Bullseye team into Ogilvy is key to the agency's integrated offer.

“We view the way that consumers engage with brands as a post-digital era. You don’t think to yourself, well I’m going to have some digital time and then I’ll have some real world time. You’re seamlessly moving between the two," Fox said. "That means as we communicate brands, we need to create the same model [within the agency] - seamless communication delivery."

Current Bullseye managing director Jason Davey will be moving into a senior management role within Ogilvy overseeing the integration, but no official title has been settled on.

Fox added that the company's focus on integration would impact Ogilvy's "organisational design" with a plan for Bullseye staff to sit side-by-side with specialists from Ogilvy.

“If it's fully integrated it's more efficient and cost effective so that's how we have to do it. It's the future of much of the industry. We want it to come to a time where we don’t really talk about digital, we talk about solving business problems and how that’s done is just the way that customers interact with the brand," Fox added.

The aqusition is not expected to impact the relationship with fellow STW Group digital agency DT, with Ogilvy still expected to work with DT as and when required, particularly on projects where clients have a particular technology need.

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