Ogilvy Australia has significantly bolstered its digital capability, acquiring one of the region’s integrated digital marketing and technology services agencies, Bullseye.
The deal sees Ogilvy acquire 100% of Bullseye, which has more than 100 staff in offices in Sydney, Melbourne, Auckland and Indonesia including an offshore production facility. Established in 2000, Bullseye currently provides a range of digital services from strategy and digital marketing, through to mobile, content and web-based solutions for clients in Australia, New Zealand and Asia. In 2011, STW took a minority stake in the growing business.
As part of the Ogilvy acquisition, all Bullseye Australia staff will work under the banner of Ogilvy Australia to ensure true integration, while Bullseye Digital (New Zealand) will retain its brand.
Ogilvy Australia’s CEO David Fox said while Ogilvy already boasted significant grunt in the digital area, the increasing pace of digital development and client demand had led them to require a jump in head count and skills in the digital space.
“This acquisition isn’t about creating a new digital capability within the agency, it’s about making our existing team bigger, faster and stronger,” he explained.
“In addition, we’re now operating in a fast-paced post-digital era where having a separate digital team no longer makes sense. We need to ensure digital is integrated into everything we do and not treated as a different channel.
“As a result, Bullseye staff will work side by side with creatives, strategists and other experts within Ogilvy to ensure this goal of true integration is achieved. We’re excited by the broad capability the Bullseye team will bring, and by the potential of its proven, large-scale integrated offshore digital production hub.”
Fox said Bullseye’s Managing Director Jason Davey would move into a senior management role to oversee all digital output and ensure true integration.
Davey said of the move to become part of Ogilvy: “Specialist digital agencies are the dinosaurs of the future – it’s a natural evolution for a digital agency to broaden into a truly integrated offering. After 14 years growing our core digital capability, it’s exciting to be joining a world-class business such as Ogilvy to offer truly integrated customer experiences across all consumer touch points.”
Bullseye’s impressive client roster includes such leading brands as Coca-Cola Amatil, Creative Holidays, Voyages, Bayer, SPC, McPhersons and Auckland Airport.
Fox also said the acquisition would not affect Ogilvy’s relationship with fellow STW Group agency DT. As it has in the past, Ogilvy will continue to work with DT as and when required, particularly on projects where clients have a particular technology need.