Top exec team for ‘evolving’ Social@Ogilvy

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Social@Ogilvy has announced the appointment of Mike Watkins as chief executive, and Oliver Maisey as ECD.

The agency, launched in 2014, has “evolved from a strictly social media focus to a diversified, influence-lead specialist communications agency where integrated solutions combine the disciplines of advertising with consumer brand engagement drivers”.

In a release, the agency says: “Mike has held senior roles at M&C Saatchi, Meares Taine and DesignWorks. He was the founder and managing partner at Post Creative, servicing clients like Air New Zealand, Peroni, Goodman Fielder and Red Bull.

Watkins said: “Influence plays to the market dynamic that buyers trust other buyers, their friends, experts and influential individuals and brands.

“Successful brand behaviour must be aligned, relevant and constant regardless of how it’s delivered – this is at the heart of our approach both creatively and from an implementation perspective. Through this, we make brands influential, add customer value, operating excellence and ultimately, positively influence the bottom-line for our clients.”

He says the changes are logical. “It’s all aligned. It’s all about how you create content at the end of the day. PR is how you get your content shared, influence is a key part in developing and driving content with authenticity and then Facebook and Instagram are purely channels. You still need to tell the stories and communicate with it. It’s just about building into them and rolling it out.”

Maisey’s past positions include ECD roles at McCann Sydney, BBDO Dubai, M&C Saatchi NZ and DraftFCB NZ. He has spent the last two years as CD of Augusto Auckland.

“I’ve spent the last few years outside of the mainstream agency world, and I like it ther,”Maisey says. “This set up, despite the name, is very cool. We’re a smart, light-footed independent with high aspirations, with access to the resources and smarts of Ogilvy whenever we want it. It’s the perfect arrangement.”

The Social@Ogilvy group of strategists, creative, analysts and community managers hold a wealth of experience working with some of the world’s biggest brands, with the capabilities to work across a wide spectrum of brands, from small listening projects through to full campaign strategy, the release says.

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