Bearing the Ogilvy name but physically and conceptually closer to WPP sister agency Bates141, OgilvyAction formally becomes part of the Ogilvy network on Oct. 1. Contrary to our earlier report, the agency is not being absorbed by Bates141, but integrating with Ogilvy as part of the network’s 360 offering.
Key teams, however, will be joining Bates141. Former OA General Manager Angel Antonio joins as General Manager & Chief Action Officer, handling Account Management, Activation & Logistics Planning, and New Business; Joey Ong joins as Creative Director and Head of Art, directly handling activations. The two bring with them a string of non-globally aligned new business. Bates141 Co-General Manager and Executive Creative Director Cats Guerrero retains those duties, as well as responsibility for strategic planning.
Meanwhile, key talent that grew Ogilvy Action’s globally-aligned business will be staying with their accounts, not joining Bates141 as was previously reported. Account Director Diana Gener and Account Manager Carlo Tan will accompany these brands — including British-American Tobacco, Lady’s Choice, Kotex and Huggies — as they integrate with the Ogilvy network.
“This strengthens both agencies,” says Randy Aquino, who heads Ogilvy in the Philippines. “OgilvyAction is fully integrated into Ogilvy, complete with its tools; and in turn, 141 and its tools are strongly activated into Bates.” According to Aquino, the move will also allow OgilvyAction to focus on retail analytics and shopper marketing, including its trademark property, the Last Mile.
