Ogilvy Australia will phase out its OgilvyAction brand as it merges with activation network Geometry Global.
Geometry Global, part of WPP, was formed as the result of a merger of OgilvyAction, G2 and JWTAction in June last year. Australia was the last Ogilvy market to retain the OgilvyAction brand, which will now be known as Geometry Australia as a result of the merger.
Ogilvy Australia CEO David Fox said the merger would provide Ogilvy clients with a “deeper understanding and unparalleled insight into Australian shopper behaviour and intent”.
“The increasing pace of shopper development and client demand meant we required a jump in head count and skills in the shopper space,” Fox said.
“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 shopping segment.”
Under the arrangement Ogilvy Melbourne group MD Sean Taylor will move into the role of head of country for Geometry Australia. Ogilvy said a replacement for its Melbourne office will be announced soon.
"I'm excited to be taking on a position with Geometry that will help drive what is essentially a growth engine for Ogilvy," Taylor said.
"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 cleints' businesses."
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