Baxter to head up SOM Melbourne’s new operation Noelle Waugh
Singleton Ogilvy Mather has appointed Sydney executive Andrew Baxter to head its Melbourne business following the departure of Luke Waldren to launch his own media and branded content venture.
Waldren will formally leave the agency this month after four years in the role to launch the new company, Abundant Media, with his brother Paul Waldren, the former Nine Network boss and national sales director.
The executive reshuffle comes as the agency moves to execute a major merger with local agency Badjar, already part owned by STW group, to form Badjar Ogilvy.
Baxter said he would relocate to Melbourne in the next month to assume similar duties to the outgoing chief including responsibility for managing the integration process.
SOM Sydney managing director, Andrew Varasdi, confirmed the agency planned to replace Baxter and was currently considering its options in the lead up to his planned departure.
Baxter, who was promoted from business director to executive director at SOM in February, has experience across both markets having previously worked as managing director of Advertising Associates in Melbourne and also spent 10 years in account management roles at Y&R in Melbourne and Sydney.
At the time of the merger announcement in February it was said Waldren would remain to head the new venture in conjunction with remaining Badjar partners Don Jeffery and Rod Bennett.
This role will now be filled by Baxter who will work closely with the two directors to oversee the integration of the businesses and head up the newly merged entity.
The new company which has already financially merged, will be housed in Badjar’s existing St Kilda Road offices, with STW Group’s other Melbourne businesses including OgilvyOne and Ogilvy Interactive moving across to the new premises this month.
The deal followed long-running speculation over the original partners selling their share in Badjar, which was established 20 years ago.
The combined business is 67% owned by STW and 33% owned by O&M Worldwide.
