AUCKLAND, NEW ZEALAND / SYDNEY, AUSTRALIA — Ogilvy has announced the departure of Toby Talbot, Chief Creative Officer for Australia and New Zealand, marking the end of a dynamic three and a half year tenure that saw the agency’s creative presence in the region significantly strengthened.
Toby assumed the inaugural trans-Tasman CCO role in January 2022, leading creative teams across both countries and shaping Ogilvy’s output across all disciplines. His appointment followed his time as Chief Creative Officer at DDB-owned Catorce in Barcelona, where he honed his reputation for marrying cultural insight with commercial impact.
At Ogilvy, Toby’s leadership was marked by transformative initiatives, most notably the launch of Return On Creativity (ROC), developed alongside Chief Strategy Officer Fran Clayton. This proprietary framework expanded the conversation beyond traditional ROI, underscoring how creativity can drive tangible business results and foster deeper client partnerships.
Ogilvy APAC Chief Creative Officer Reed Collins lauded Toby’s influence in revitalizing the ANZ creative offering. Under Talbot’s direction, the network delivered standout campaigns such as Matildas ‘”Til It’s Done,” “Meet Me at the Coke Sign,” “The Spot,” and “Kentucky Fly” — work celebrated for its bold, culturally attuned approach and seamless integration of social, earned, and brand strategies.
Reed expressed his gratitude, saying: “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.”
Toby said: “I believe advertising is a team sport. The opportunity to galvanize 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 behavior change. Or some kind of major reappraisal. These are transferrable skills and I intend to put what I’ve learned to use”.
Toby’s departure, effective at the end of this week, leaves a seasoned creative leadership team in place Max McKeon, Ant Simmons, Nina East and Bridget Jung – tasked with building on the robust creative foundations he established.
