Ogilvy ANZ chief creative officer Toby Talbot to depart agency after more than three years

Australia – Ogilvy has announced that its chief creative officer (CCO) for ANZ, Toby Talbot, will leave the agency after more than three and a half years in the role.

Talbot joined the network in January 2022 as the inaugural trans-Tasman CCO, overseeing creative teams and output across both markets. Before joining Ogilvy, he served as CCO at DDB-owned Catorce in Barcelona.

During his time at Ogilvy, Talbot led a number of initiatives, including the introduction of Return On Creativity (ROC), a proprietary framework created in partnership with chief strategy Officer Fran Clayton. The program was designed to measure and elevate creativity’s impact beyond traditional ROI metrics, with an emphasis on demonstrating business results and strengthening collaboration with clients.

Reed Collins, Ogilvy APAC’s chief creative officer, credited Talbot with driving a creative resurgence in the region, pointing to campaigns such as Matildas ‘Til It’s Done, Meet Me at the Coke Sign, The Spot, and Kentucky Fly.

“I want to personally thank Toby for all he’s accomplished in his time at Ogilvy,” Collins said. “He’s been a true advocate of borderless creativity across the network, a magnet for the next generation of talent and creative leadership. And the work really does speak for itself. He leaves us in an incredibly strong creative position and I’m confident about our future.”

Reflecting on his tenure, 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 transferable skills and I intend to put what I’ve learned to use.”

Ogilvy said Talbot leaves behind a strong creative leadership team consisting of Max McKeon, Ant Simmons, Nina East, and Bridget Jung, who will continue building on the foundation he established.