NZ SHAKEUP AS ADVERTISING WORKS OGILVY ACQUIRES MTC
As previously rumoured, Advertising Works Ogilvy announced today that it has concluded the purchase of Meares Taine Creative (MTC). MTC will be merged into AWO’s Stanley Street premises, effective 1 June 2006.
Roy Meares and Jeremy Taine will become Executive Creative Directors in AWO.
Additionally, Roy Meares and Mike Watkins have been appointed Directors of AWO, joining the two existing Directors, Russell Tate and Greg Partington.
Award-winning creatives, Josh Lancaster and Jamie Hitchcock will both assume the position of joint creative director while Kim Ellison retains her position as Creative Director, Retail.
Greg Partington, MD and shareholder of AWO said, “This is a very exciting move for us. It brings together an agency with an undeniable reputation for creative excellence with Advertising Works Ogilvy, a large multi-national with an impressive 360 degree resource capability, but not known for its creative work”.
According to Partington, “my purpose in recent months has been to drive mediocrity out of our business creating centres of excellence in retail, interactive, direct marketing and more recently public relations. MTC’s creative product will form the heart of this new agency, making our offer unassailable, our work for clients so much more effective.”
Partington acknowledges that producing great work does not come easily and is fully aware of the culture shift required to make this acquisition a success. But he equally acknowledges that his company must set its standards higher if it is to deliver its best for AWO clients.
Roy Meares said of their decision to join forces with AWO, “This is a great opportunity for us to really spread our wings creatively. With our size and client mix, the creative opportunities are going to be endless. It will give us the critical mass to attract and nurture the best creative people available. Ogilvy Singapore has had the top spot for too long, it needs competition!”
“As for our clients, it will be ‘business as usual’ but we’re looking forward to introducing them to AWO’s pretty hot 360 degree offering. Many are already keen to capitalise on some of the advanced production technologies the boys have to offer”.
Russell Tate, Chairman of STW Group is absolutely delighted with the acquisition. “This is another outstanding business move for Adworks Ogilvy in New Zealand. The merger of Advertising Works and Singleton Ogilvy and Mather has been a huge success. The new partnership with MTC will take Adworks Ogilvy into a whole new level of creativity and competitiveness. Clients cannot help but benefit from this”.