Creativity ‘leaps and bounds’ ahead of the past as Ogilvy names first CX creative director
Creativity today is “leaps and bounds” beyond the traditional departments of the past, the group chairman of Ogilvy Singapore has said, with agencies needing a range of creative specialists to meet the needs of clients.
Joschka Wolf has become Ogilvy Singapore’s first customer experience creative director
Speaking as the agency named its first creative director to oversee customer experience, Chris Riley said creativity has evolved and broadened over the years to leave the old model behind.
“Creativity today is leaps and bounds beyond the traditional creative department of years past,” he said. “Today our vision of creativity is diversified and includes specialists in all forms – be it social, customer experience or technology to name a few.
“So it was only a matter of time before we appointed a dedicated lead creative for our CX team which has seen rapidly rising demand for their expertise and very healthy growth in recent years.”
Chris Riley: our vision of creativity is diversified
Joschka Wolf, who is relocating from Ogilvy Frankfurt, will take the newly created role of customer experience creative director, with immediate effect. He will lead the team that uses data and technology to create customer experiences across all digital platforms.
Wolf will report to Ogilvy Singapore head of customer experience and commerce Tom Voirol, and co-chief creative officer Melvyn Lim.
“We’re eager for our clients to see how Joschka weaves together creativity with qualitative research, deep data, and technology to deliver sophisticated digital experiences for brands,” Riley said.
Wolf said in a statement: “I am thrilled to be in a new market with Ogilvy at a time of great transformation for our brand and industry. I love to experiment with the latest in technology, emotionalise data, and always aiming towards creating relevant, delightful and outstanding products, to make customer journeys remarkable, to make brands matter.”
Ogilvy claimed its Singapore operation has seen double-digit growth, helped by a CX team that has quadrupled in size since 2017.
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
Who really believes in these PR statements? It’s all hyperbole, along with some [Edited under Mumbrella’s community guidelines]. How about Ogilvy caring less about CX and more about actual account servicing and not [Edited under Mumbrella’s community guidelines] when it comes to managing clients FIRST?
ReplyYaaaaaas!
Reply…advertising is still about a sound strategy leading to a breakthrough creative isn’t it?
ReplyIs there any hope for an industry where they keep coming up with stupid titles you cant even visualise?
Customer experience is not necessarily creative in nature….it is mostly logic, streamlined flow of processes, good sense and taste, and an idea of how you would like to be treated if you were the customer….
Replythey make it sound like its greek.
Yaasssssss!
ReplyMore old school ad people criticizing new titles. Maybe if you guys (and it’s mostly guys) learned a thing or two about digital, social, data, CX and other progressive trends, you wouldn’t be whining like this.
ReplyMore Ogilvy people feeling defensive. It’s called a synonym. Same same. Just a new label. “progressive trends” HA!
ReplyWhat is the big deal about having a UX person now? Isn’t this too late in the day?
Reply“Too late in the day” – the synonym for [Edited under Mumbrella’s community guidelines]. But you got to give them credit for selling this stuff to [Edited under Mumbrella’s community guidelines] clients.
ReplyA year ago he was an art director
Now he’s a CX lead
Is that someone who learns incredibly fast or just a title swap
ReplyLook at it from a client’s point of view: paying CD fee for [Edited under Mumbrella’s community guidelines].
ReplySo yes, one year ago [Edited under Mumbrella’s community guidelines]. Now he is a CX Creative Director. It is a bit [Edited under Mumbrella’s community guidelines].
ReplyI think he will fit in with [Edited under Mumbrella’s community guidelines] just fine.
ReplyHave your say