AUCKLAND/SYDNEY, Today: Ogilvy has confirmed ANZ Chief Creative Officer Toby Talbot is wrapping up his role this week, bringing to a close more than three and a half years with the agency.
Talbot stepped into the newly created trans-Tasman CCO role in January 2022, leading creative across New Zealand and Australia. Before that, he was CCO at DDB-owned Catorce in Barcelona.
While at Ogilvy, Talbot drove major change, including launching Return On Creativity (ROC) with Chief Strategy Officer Fran Clayton. The initiative redefined creativity’s value beyond ROI, showing how great ideas deliver genuine business results while deepening client partnerships.
Ogilvy APAC CCO Reed Collins credits Talbot for sparking a creative resurgence in ANZ, with standout campaigns like Matildas ‘Til It’s Done, Meet Me at the Coke Sign, The Spot, and Kentucky Fly making bold cultural statements.
“I believe advertising is a team sport. The opportunity to galvanise 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.” – Toby Talbot
“I want to personally thank Toby for all he’s accomplished in his time at Ogilvy,” said Collins. “He’s been a true advocate of borderless creativity, a magnet for talent and creative leadership. The work really does speak for itself.”
Talbot said, “I believe advertising is a team sport. The opportunity to galvanise 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 behaviour change. Or some kind of major reappraisal. These are transferrable skills and I intend to put what I’ve learned to use”.
Talbot leaves a strong leadership team behind in Max McKeon, Ant Simmons, Nina East, and Bridget Jung, who will carry on building the creative legacy he’s helped shape.
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