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Ogilvy

Team PROFILE

Agency Type

Creative, PR & Health

Ownership

WPP

tagline

We Sell or Else

LEADERSHIP TEAM​

Kirsty Muddle

CEO

Fran Clayton

Chief strategy officer

Richard Brett

CEO Ogilvy Health & Ogilvy PR

Michelle Holland

Managing director, Sydney & Brisbane

Jason Davey

Chief experience officer

Max McKeon

ECD

Bridget Jung

ECD

Ant Simmons

ECD

Key Stats

Offices

Sydney, Melbourne, Brisbane

Headcount

350

Gender Balance Staff

M: 40%
F: 60%

Gender Balance Leaders

M: 38%
F: 62%

Client book

Client Wins

81 (including projects)

Client Losses

1

Largest clients

KFC

Mondelez

Coca-Cola

Trophy Cabinet

2

Cannes Lions

10

AWARD Awards

6

Effies Australia & APAC

1

D&AD

5

One Show

Agency Scorecards report

Ogilvy has had an impressive year considering that it spent nearly half of it without its leader Sally Kissane.

The Ogilvy stalwart, who has spent nearly 30 years at the agency, decided to step down in July and has since taken up a role at Jen Davidson’s consultancy Tumbleturn.

Kirsty Muddle now has the reins but did not officially start until 2026—after the judging period.

Muddle has inherited an agency with an outstanding client list and genuine depth in capabilities.

She will also be quietly impressed by some of the work Ogilvy has produced in 2025.

Coca-Cola’s ‘Meet Me at the Coke Sign’, which celebrated 50 years of Sydney’s iconic Kings Cross billboard with just six words, was a standout campaign.

It turned a billboard into a cultural touchstone generating 8.5 million in earned media reach and 100 per cent positive sentiment nationally.

It not only won a bronze Cannes Lion in the Ambient & Experiential category, but also won silverware at the AWARD Awards and One Show Asia.

‘Young and Alone’, the agency’s pro-bono campaign that tackles youth homelessness, generated 21.4 million in earned media reach, $3 million donated media buy, prompted the Federal Government to announce Australia’s first-ever Special Envoy for Youth Homelessness.

Other campaigns, including ‘A Masterclass in Government Sex Talks’ for the government’s Department of Health and Aged Care, won a brace of Effies, yet again underlining that Ogilvy’s output is genuinely shifting the needle.

But that shouldn’t surprise anyone. David Ogilvy’s famed mantra of ‘we sell or else’ places creative effectiveness at the heart of the agency’s DNA.

Ogilvy is also proving to be a hotbed for up and coming talent. Logan Ayers (project management), Cindy Diep (creative commerce) and Matt Evans (PR) picked up B&T 30 Under 30 Awards. To have three winners from one agency is very impressive.

On the new business front, Ogilvy won a remarkable 81 pieces of new business, although B&T understands that most of these are projects.

Notably, it won the Tourism NZ creative and PR account, Specsavers PR account and the TAL creative account, launching a new brand platform ‘Life Takes Guts – Protecting it should be easy’.

Its only notable loss for 2025 was the Transport for NSW account.

Ogilvy’s culture is impressive. It has SheCD, gender-neutral parental policies, an Impact and Inclusion Council, and partnerships with Career Trackers, DivTal and The Field.

Ogilvy also joined Shift20 to embed disability inclusion across all of its work, and has partnered on the 10th anniversary Advertising Capstone Challenge to invest in the next generation of industry talent. 

Kissane has left Ogilvy in great shape for Muddle.

But if there is one area in which Ogilvy could improve, it’s making more noise about their achievements throughout the year.

For an agency that specialises in PR and consistently produces great work, we would like to hear Ogilvy sing from the rafters more often.

Hightlights reel

Coca-Cola: 'Meet Me At The Coke Sign'

Coca-Cola’s iconic King’s Cross billboard has been a beloved feature of the Sydney skyline and special meeting place for 50 years. 

To celebrate its 50th Anniversary in 2025, Ogilvy developed a special campaign to showcase the stories of Aussies who have had memorable ‘Meet me at the Coke sign’ moments over the years.   

A QR code was placed on the newly updated billboard to allow passers-by to share their personal stories of meeting friends and loved ones at the sign. Stories were also shared via the Coca-Cola website, creating historic and engaging moments at the very site that has illuminated the night sky in Kings Cross and served as a beacon for both locals and tourists alike.  The campaign was refreshed later in 2025 with an updated OOH image at the sign called ‘On the Steps’ 

With just six words, we transformed a billboard into a catalyst for city-wide conversation and connection. The campaign generated impressive media coverage (8.5m in earned reach), securing national broadcast coverage across major news networks and morning shows — remarkable for a single billboard campaign — with 100% positive sentiment across all earned media.

The phrase “Meet Me At The Coke Sign” sparked a groundswell of engagement, with Sydneysiders actively sharing their personal connections to the landmark. This shifted perception from the Coke sign just being advertising asset to cultural touchstone, strengthening Coca-Cola’s position as a keeper of shared memories rather than just an advertiser. 

By tapping into a behaviour, rather than inventing one, we reinforced the brand’s authentic connection to the site and the local culture. The documenting of countless personal stories in a unique way in the local area, cemented the sign’s status as a landmark that connects generations of Sydneysiders.

Hightlights reel

TAL: 'Life Takes Guts'

In 2025 Ogilvy unveiled an emotive and transformative new brand platform for TAL called ‘Life Takes Guts – Protecting it should be easy’, reflecting its mission to make life insurance easier and more accessible.

The refreshed approach celebrates the courage people show when faced with different challenges, and positions life insurance as supporting their resilience.

‘Life Takes Guts’ is about celebrating the strength Australians show every day as they face life’s challenges and reinforcing that TAL stands with them.

It was developed in response to data that shows despite rising underinsurance levels, many younger Australians think life insurance is only about death cover, and something they don’t need to worry about until later.

The platform successfully started a conversation with young people in particular who may not think life insurance is for them.

The national campaign developed by Ogilvy is designed to reflect real Australian lives, with each of the campaign executions telling a different story. One, featuring a real-life couple, is particularly poignant, adding a level of authenticity that has never been used before in this category.

The work moves beyond the usual category tropes of life insurance and provided the ideal opportunity to apply an agile way of working that united specialists from across the full Ogilvy network, and within TAL.

This allowed Ogilvy and TAL to act as one team to create impactful, behaviour-changing work.

The campaign was seen across Broadcast Video on Demand (BVOD), YouTube, Out of Home (OOH), and display, particularly targeting young Australians through streaming and social executions.

The broader ‘Life Takes Guts’ positioning platform was also be utilised throughout TAL’s owned assets, and as an internal tool to further reinforce its new branding approach throughout the organisation.

TAL’s brand awareness and consideration metrics have seen significant growth since launching the new brand platform in August 2025.

TAL’s Brand Equity Index increased by 41.7 per cent yoy in 2025 with TAL leading the market of traditional life insurers and outpacing market standards. The perception of TAL as ‘relevant’ and a ‘smart choice’ also rose.

Hightlights reel

Subway: 'Subway Gaming Hub'

Working closely with Ogilvy UK, Ogilvy Australia developed a unique approach to re-evaluating unrealistic beauty standards for long term client Dove.

The campaign – launched in early 2025 – invited women to rip up the rules – literally – and let go of the ‘pursuit of perfect’ when setting their 2025 new year’s resolutions.

Ogilvy worked with Millennial Creators to hijack the cultural moment and mobilise generational change. Because, when it comes to women changing their deep-rooted behaviours, the most influential voices are other real, authentic women.

On New Year’s Eve, Creators around the world invited women to join them in making a Dove #NewYearsUnresolution. A simple, social first action of ripping up past-resolutions and replacing them with positive ones.

This cathartic and unifying act was adopted and shared by millennial women across TikTok, Instagram, and Facebook. With creator partners, a global movement empowered bv women for women was created. On New Year’s Dav the content was taken out of the feeds and into the streets.

Words were taken into action with the launch of Dove’s first-ever body confidence program for women.

The program provided 31 days of educational online content and tools to support every woman’s #NewYearsUnresolution and drive lasting change.

This activity was reinforced by a moving YouTube video (see above) which has paid support behind it and follows the day-to-day life of a woman across 12 months, highlighting the shocking statistic that one in three would give up a year of their life for the ‘perfect’ body.

As reinforced by Bridget Jung, Executive Creative Director, Ogilvy (SYD): “New Years is when we reflect and set intentions for the year ahead, but for many women, this means putting unrealistic pressure on themselves. We saw an opportunity to leverage this moment in time to change the narrative and empower women to start 2025 right. It’s been a privilege to work on this campaign and support Dove on their important mission. We believe every woman deserves to go into 2025 feeling good about themselves, and positive about the year ahead.”

The impactful campaign also raised awareness for the Dove Self-Esteem Project for Women, an online learning experience that aims to help women un-do, un-learn, and reject harmful beauty ideals. 

The campaign resulted in a 96 per cent increase in positive brand sentiment, more than 220,000 Body Confidence content consumed, and $890 million generated in equivalent earned media.

Ogilvy's take on 2025

If 2024 was the year our Return on Creativity philosophy delivered exceptional results, 2025 was the year it powered market-leading innovation.

Building on WPP Open, our people designed Connected Intelligence — a new AI-powered operating model — trained 60 colleagues through our University of Creativity, and delivered bespoke AI Masterclasses to clients.

Our unified Social@Ogilvy offering deepened audience connections and amplified results across every campaign.

Our work moved governments and shifted culture. Young and Alone prompted Australia’s first Special Envoy for Youth Homelessness. Meet Me at the Coke Sign generated 8.5 million in earned reach. TAL’s Life Takes Guts drove a 41.7 per cent Brand Equity increase. Dove’s #NewYearsUnresolution delivered $890 million in equivalent earned media.

Two Cannes Lions Bronze. Three B&T’s  30 Under 30 winners. 81 new account wins. Virtually all clients retained. Led by a team that is 62 per cent female.

2025 wasn’t a repeat. It was a step change.

Sally Borda, managing partner

Sally is Ogilvy’s AI pathfinder – training teams, guiding clients, and proving human ingenuity remains the most powerful tool of all.

If we were a band, we'd be...

Madonna

The original master of constant innovation, she’s one of the oldest in the industry but also one of the newest. Always evolving, always creative.

Critic's Comment

“A solid year without a lead signer for half of it. The quality of the work is a standout.”

Ogilvy's

B&T's Agency Score

8.1

Previous season: 8

This year's Agency Scorecard was assessed by an Advisory Panel.

See all Agency scorecards
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